La era de la conveniencia
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Servicios y productos on-demand, comida a domicilio en dos clicks, las compras del supermercado sin tener que visitar un sitio web... bienvenidos a la era de la conveniencia: gratificación instantánea y comodidad sin precedentes. Carolina Samsing, Marketing Director para LatAm de HubSpot, viene al Santiago HUG para hablar de cómo crecer en este nuevo mundo digital centrado en el cliente. En este evento aprenderás: Cómo superar las limitaciones del embudo lineal con el modelo circular o Rueda Inbound El negocio centrado en el cliente y la alineación de ventas, marketing y servicio Qué es la era de la conveniencia y por qué afecta tu negocio De "contar para vender" a "vender resolviendo" Cómo conectar con tus clientes en este nuevo paradigma y más Sobre Carolina Samsing Carolina Samsing es Marketing Director Latin America & Iberia de HubSpot. Su pasión es ayudar a las empresas latinoamericanas a crecer con el método inbound. Es titulada de la Pontificia Universidad Católica de Chile y MBA de la escuela de negocios Franklin W. Olin de Babson College.
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La era de la conveniencia
- 1. Las personas han cambiado. @CaroSamsing
- 2. La era de la información Cualquiera con una idea podía obtener atención gratis. Empresas, productos y medios se multiplicaron Información por todos lados Las opciones eran ilimitadas @CaroSamsing
- 3. Pero luego algo interesante ocurrió. @CaroSamsing
- 4. Teníamos acceso a una infinidad de información. @CaroSamsing
- 5. 24,000,000 de resultados (0.55 segundos) Teníamos acceso a una infinidad de información. Pero se volvió una molestia. @CaroSamsing
- 6. Teníamos acceso a una infinidad de información. Pero se volvió una molestia. Y la tecnología simplificó el contenido. @CaroSamsing
- 7. Teníamos acceso a una infinidad de opciones. @CaroSamsing
- 8. Teníamos acceso a una infinidad de opciones. Pero se volvió una molestia. 40,000 resultados de “toalla de papel” @CaroSamsing
- 9. “La recomendación de Amazon para Toalla de Papel es Presto - 3 por $8. Le gustaría comprarlo?” Teníamos acceso a una infinidad de opciones. Pero se volvió una molestia. Entonces la tecnología refinó los resultados. @CaroSamsing
- 11. Teníamos que poner información. Pero se volvió una molestia. @CaroSamsing
- 12. Teníamos que poner información. Pero se volvió una molestia. Entonces la tecnología también lo solucionó. @CaroSamsing
- 13. Molestia Hoy. Olvido mañana. @CaroSamsing
- 14. Ya no es lo que vendes. Es cómo lo vendes. @CaroSamsing
- 15. Bienvenidos a la Era de la conveniencia. @CaroSamsing
- 16. A few publishers Limited options No web The age of Gatekeepers Infinidad de editores Infinidad de opciones Experiencia homogénea La era de la información Opciones sugeridas Experiencia personalizada Pocos agregadores de información La era de la conveniencia @CaroSamsing
- 17. Los consumidores siempre han preferido la conveniencia. Esfuerz o Tiempo Estrellas Mapas GPS Carros Autónomos Sistemas de navegación @CaroSamsing
- 18. Algunas empresas que han redefinido la conveniencia… iTunes Spotify Sharepoint Slack Netflix DVD Netflix McKinsey Catalant Cisco Zoom Tiendas de Música Email Películas MBA Colaboración Remota @CaroSamsing
- 19. Disponibles de 9-5 Comparten las siguientes características... Disponibles 24/7 Inversión inicial alta Freemium Experiencia personalizadaExperiencia genérica PredictivaReactiva @CaroSamsing
- 20. El mundo se ha vuelto más simple. Esfuerz o Tiempo @CaroSamsing
- 21. Las empresas se van vuelto más complejas. Esfuerz o Tiempo @CaroSamsing
- 22. Obtengo toda mi información de Google, Facebook & Amazon… … Pero estoy luchando por ser descubierta en alguna de estas plataformas. @CaroSamsing
- 23. Tus expectativas están en el lugar correcto. Tus procesos están estancados en el 2010. @CaroSamsing
- 24. Unas pocas empresas definen las expectativas del consumidor. @CaroSamsing
- 25. ¿Estás cumpliendo con las expectativas de tus consumidores? @CaroSamsing
- 27. Interactúa cómo quieras. Sé flexible. Interactúa cuando quieras. Anticipa necesidades. Está disponible. Sé auténtico. @CaroSamsing
- 28. Opciones limitadas.Interactúa como quieras. @CaroSamsing
- 29. Fill out your information and one of our team members will get back to you. Enter your email address... Enter your name... Enter your company name... Tell us about what you need. Submit my request @CaroSamsing
- 30. Thank you for your interest in ABC Company! We've recorded your request and we will get back to you within 24 hours. Thanks for Contacting Us.Today at 10:39 From: ABC Company To: Customer @CaroSamsing
- 31. @CaroSamsing
- 33. Sé flexible = Omnicanal @CaroSamsing
- 34. Omnicanal Entregar una experiencia consistente donde la historia y el contexto se traslada de canal en canal. @CaroSamsing
- 35. Toma los nuevos canales como un aditivo no como un reemplazo. @CaroSamsing
- 37. Compra a través de un plataforma de mensajes. Contacta empresas a través de plataformas de mensajes. 53% 38% @CaroSamsing
- 39. > @CaroSamsing
- 40. Fuente: comScore Promedio de apps descargadas al mes 10 nuevos apps 0 nuevos apps 0 @CaroSamsing
- 42. Live Chat Have a question? I’m here to help! What are looking to do today? Write a message. Sen d @CaroSamsing
- 43. Horarios de oficinaInteractúa cuando quieras @CaroSamsing
- 44. Hi, I have a question. Sorry, we aren’t online at the moment. Leave a message and we’ll get back to you. Enter your email address... Enter your message... Send Live Chat @CaroSamsing
- 45. @CaroSamsing
- 46. @CaroSamsing
- 47. @CaroSamsing
- 48. Estár disponible. Hola, tengo una pregunta sobre uno de sus productos. Hola, gracias por su contacto. Cómo le puedo ayudar? @CaroSamsing
- 49. Estar disponible = 24/7 @CaroSamsing
- 50. Un programa que automatiza ciertas tareas generalmente ”chateando” con usuarios a través de una interfaz para conversación. Chatbots @CaroSamsing
- 51. 9 segundos Fuente: TIME Magazine Promedio de atención de un pez @CaroSamsing
- 52. 8 segundos Fuente: Microsoft Promedio de atención de un ser humano @CaroSamsing
- 53. Contenido conversacional Utiliza chatbots para… Deficiencias en el producto Generación de leads Facturaciones complejas Conversaciones de ventasE-commerce No para… @CaroSamsing
- 54. Bombardeo de PreguntasAnticipa necesidades @CaroSamsing
- 55. Para descargar el reporte llena el siguiente formuario. Correo electrónico... Nombre... Nombre Empresa... Cuántas personas trabajan ahí? Descargar Lunes 9:00am @CaroSamsing
- 56. Fill out your information to download another awesome free report. Enter your email address... Enter your name... Enter your company name... How many employees work there? Start my download Lunes, 9:45amLunes 9:00am @CaroSamsing Para descargar el reporte llena el siguiente formuario. Correo electrónico... Nombre... Nombre Empresa... Cuántas personas trabajan ahí? Descargar Para descargar el reporte llena el siguiente formuario. Correo electrónico... Nombre... Nombre Empresa... Cuántas personas trabajan ahí? Descargar
- 57. “Para verificar su cuenta por favor ingrese su nombre y número de cuenta." Tiempo llamada, 0:35 segundos “Gracias por llamar, me podría dar su nombre y número de cuenta por favor?" Tiempo llamada, 2:56 segundos @CaroSamsing
- 58. Sé auténtico. Hola, tengo una pregunta sobre su producto. Claro, con gusto le ayudo. Veo que ya es un cliente gracias por su preferencia. En qué le puedo ayudar? @CaroSamsing
- 59. Sé auténtico = construye una relación @CaroSamsing
- 60. @CaroSamsing
- 61. @CaroSamsing
- 63. Las empresas se están quedando atrás. Los consumidores están avanzando. @CaroSamsing
- 64. Sé flexible. Está disponible. Sé auténtico. @CaroSamsing
- 65. La nueva ventaja competitive es la habilidad de adaptarse a tus clientes. @CaroSamsing
- 66. “Cuando el cambio es constante, tus clientes deben ser la brújula.” @CaroSamsing
Notes de l'éditeur
- We got stuff We got overwhelmed We got lazy We got technology
- The excuse is always sophistication. The most sophisticated companies are actually the simplist.
- As consumers we know this shift has occured. As professionals we’re struggling to make it.
- Today, a few giant companies set the standard for all customer experience.
- So the question is, are you meeting your customers expectations? Most of us aren’t.
- We need a transformation. But how? If we take a close look at our customers they expect simplicity above all else. So what does a simple customer experience look like?
- It’s allowing our customers to engage however. So we need to be adaptable to how they want to engage. It’s allowing out customers to engage whenever. So we need to be available when they want. It’s anticipating our customers’ needs. So we need to be authentic in how we approach them. I think everyone in this room can agree that we’d like to provide this for our customers. But it’s easier said than done. Let’s dig into each of these.
- We see this disconnect all the time. Customers want to engage however they want. If they want to call, email, message, voice search, telepathically send us a request, they expect to be able to do that. But many companies are still offering some seriously limited engagement options.
- Take for example the contact us form. How many of us in the room have had a question or issue recently where we’ve tried to contact a company and the ONLY way to contact them is through a form? (hand raise) Everyone. It’s so painful!! All we want is a quick answer and the company puts up this roadblock which pretty much guarantees we won’t hear back until after we solved the problem another way. So we begrudgingly fill out the form. But wait!! We instantly received a reply by email. Our hopes are high. We click into the email and find…
- …that they will get back to us, supposedly, in 24 hours. Yeah, ok. We all know better that there’s at least an 87% chance that we’re getting ghosted by this company. That request we just sent? Ended up in some shared inbox somewhere and our chances of getting a reply are slim and dwindling by the minute.
- Or better, yet. They received the request. They saw the request. But the sales team applied BANT criteria. And unless our company makes [click] $XM in revenue per year, [click] is based in an approved country or [click] has X employees or more, they… Don’t [click]…Want [click]…Us. [click] Too bad. They lost our trust before they even started a conversation.
- Companies need to be adapatable. Because contact us forms aren’t the only way that customers want to interact today.
- Being adaptable means offering an omnichannel experience. Now omnichannel sounds like a fancy term, but it’s not a fancy concept.
- Omnichannel is all about allowing the conversation to follow you wherever you go regardless of channel. Essentially, we want to replicate human conversation. If I’m chatting over Facebook Messenger with a friend, I expect that that friend is going to continue the conversation where we left off if I were to pick up the phone and call them later that day. That would be weird, wouldn’t it? If you had to start the conversation at square one each time you moved channels? Talk about inconvenient, we’d never get anywhere!
- We also want to treat new channels as additive. If we do some research to uncover that our customers want to use live chat, phone, email, SMS and Facebook to interact with us, we should be figuring out how to add them all. So often companies look for ways to replace one older channel with a new one. Like the email debate.
- For years people have been predicting that email is dead…or dying…then getting better…then dead…and the cycle goes on and on. How many of us registered for today’s event because they received an email from me or someone else on the HubSpot team? (hand raise) Clearly it’s still a highly relevant channel. But we need to be adding new channels as we maintain the older ones.
- Messaging apps are a new channel that’s on everyone’s mind these days. In the past 5+ years or so companies have become more comfortable offering the messaging format for support needs. But customers are starting to become more comfortable using messaging apps to have sales conversations as well. In fact, 38% of people are willing to buy via a messaging app today though I would imagine it depends on the ticket price of the item. Buying a home through a messaging app might be a hard sell, but a new pair of running sneakers? Yeah, that’s reasonable.
- This shift in comfort level and usage is largely due to the growth in messaging apps like Facebook and What’sApp in our consumer lives. Today, messaging apps have over 5 billion users worldwide and growing every day. https://research.hubspot.com/charts/messaging-apps-have-over-4b-monthly-active-users
- To put that into perspective, that’s nearly 70% of the world population. And it’s actually more than the entire population on earth in the early 1980s. Imagine that?
- Another factor impacting this shift is that we’re starting to see app fatigue where the average number of apps downloaded in a month is dwindling. Where we used to download 10 new apps per month in 2008, today we don’t download any.
- Instead, we spend 80% of our time in just 5 apps. Which apps? You guessed it. Those giant companies again. Facebook, Google, Amazon. https://marketingland.com/report-mobile-users-spend-80-percent-time-just-five-apps-116858
- Historically, messaging exists as web chat on your website because it’s always had a finite purpose with a finite team. That’s a mistake in an omnichannel world. We need to branch out beyond the website and enable chat through the apps that our customers are living in today and we need to be able to quickly identify the requests coming in as marketing, sales or services-related and route them accordingly for our different teams to manage. Omnichannel is how we become adaptable.
- Another major disconnect between customers and companies is around the best time to start or continue a conversation. Customers want to engage whenever they want. If they want to ask a question over live chat at 2:00 AM, they expect to be able to do it and receive a response immediately. But many companies are still limiting their response times to business hours only.
- We see this go wrong all the time. Especially with live chat. Where companies create the illusion that they’re available, but when customers do engage, put up the roadblock that no one is available at the moment. But our customers need a response now because this is the time that’s convenient for them. And if we don’t solve their problem now, do we know that they’ll come back to us later? Probably not. Because this experience is pretty similar to this next one.
- Let me ask you, when was the last time you made a doctor’s appointment? Did I just hear a groan? You just rolled your eyes over there. Why? Because forget about the actual appointment, just scheduling the appointment is a real-life nightmare.
- For those of you who haven’t scheduled an appointment in years, don’t worry, it hasn’t changed. [click] On your way to work Wednesday morning you have the thought “I really need to schedule a physical, it’s been a while.” [click] So you call the doctor’s office. You get the machine because they’re only open Monday-Friday 8:00 to 4:00. It’s 7:00. You’re too early. [click] [click] You sigh and make a mental note to call back later. But do you ever remember to call back? Nope. [click] Not until Sunday...3 weeks later...when you’re aching from that soccer game you just played with your kids and the same thought hits you again to schedule an appointment. But it’s Sunday, so they’re not open. :sigh: [click]
- Let’s face it, it’ll be 4 more months before you actually book an appointment that won’t take place for another 3 months after that. So we’re basically talking about our 2019 physical at this point. I think we can all agree, that this is not the experience we want to provide our customers.
- Instead, we need to be available.
- We have to make ourselves available to our customers 24/7. Because our customers never sleep. Especially when we work for global companies where our customers are spread out across timezones. Hours of operation is just another limitation for our customers.
- One way we can solve for this is with chatbots. What is a bot, you say? Sounds scary, I know, but in fact, it’s really simple. A bot is nothing more than a computer program that automates certain tasks so that you can automatically chat with a user through a conversational interface. Chatbots are the perfect solution for getting your customers questions answered quickly, IF done right. What do I mean by that. We have to be mindful to capture and keep our customers attention by providing real valuable answers. It’s probably not surprising to everyone here that the average attention of humans is diminishing over time.
- Goldfish have an average attention span of 9 seconds...
- Humans clock in at 8. This would be incredible if we were running a 100-meter dash, but not so great for businesses trying to engage their customers long-term. Because we’re using chatbots to help build long-term relationships it’s important to know when and when not to use them.
- For example, chatbots are great for things like serving up conversational content to answer questions, lead generation as a way to replace a traditional form, and e-commerce. They’re not great for advanced scenarios where emotional intelligence needs to be applied, like product outages, billing help and sales conversations. In these cases, you want to route to a human ASAP. Chatbots can enable us to be available to our customers 24/7.
- The last major disconnect we mentioned between customers and companies is around anticipating needs vs. repeatedly asking the same questions to confirm and clarify. Customers want companies to anticipate their needs rather than have to tell them. But many companies are still asking the same questions over and over when they should have this info from past interactions.
- This happens all the time when you complete a form to download a piece of content. You download one piece of content early Monday morning.
- Then you return later to download another piece of content and you have to complete the exact same form to get to it. Why don’t they remember me? I was just here. I just gave you all this info!
- Or when you go through the seemingly endless automated customer service prompts and confirm your name, date of birth and account number only to get routed to a human service agent who proceeds to ask for your name, date of birth and account number… This is the literal definition of insanity. Just this endless loop of answering the same questions. A friend of mine had a great example of this recently. He called the service line at the large multinational bank where he entrusts his hard-earned cash and found himself on hold for 22 minutes. That’s unheard of these days - 22 minutes is completely unacceptable today. He was so frustrated about this that he starting looking for a new bank WHILE HE WAS ON THE LINE with the other one. Completed an application, had a new bank account set up and when the service agent finally got to him he told them they couldn’t help him, he’d already moved his account elsewhere. Today we have so many options available to us, that customer relationships are at risk. This is how fickle people are now and how high are expectations are today, that it’s easier to go to the competition than deal with inconvenience.
- Companies today need to be authentic in each interaction with their customers.
- In order to be authentic, we have to build a real relationship over time.
- Think about a local small business you love. Why do you love them so much? Because they know and treat you as an individual. Perhaps you have a favorite coffee shop where they barista knows your name and your order. They can anticipate your needs. They have a real conversation with you. They ask about your family. They remember the last conversation they had with you. Let’s start applying this same approach to our customers.
- One example of this done really well is at Disney theme parks. Has anyone used Disney’s Magic Bands?
- Magic Bands are essentially wristbands that are your key to the park. It’s an all-in-one device that serves as your admission ticket, gives you access to your room, syncs acts as your credit card, stores your family photos taken in the park and so much more. What the band really does is create a profile for each of your family members as you go about your vacation. So when your vacation ends and you get a call from their service rep thanking you for your stay - they can reference all the things you did on your trip and provide you with a genuine thank you and help you plan your next vacation around your preferences.
- As customers continue to move forward, companies must realign teams and technology to grow better.
- So, how do we transform for today’s world? Be adaptable. Be available. Be authentic. The last step is bringing these all together.
- This is a new era of business. In a world where products can be copied and prices can be beaten, knowing and adapting to your customers is the new competitive advantage. To anticipate their needs better than anyone else. To meet them where they are and where they’re going.
- When change is the new constant, the customer has to be your compass. You didn’t choose this path to have your path chosen for you. You’re all here because you’ve grown your businesses in the world of the internet and you know that you need to transform again in order to grow in this new world.