哈佛商业评论教会了我关于客户幸福的知识

The goal of most marketing teams is to drive conversions. Often, this comes in the form of lead generation, but in the world of customer success, marketing looks a little different.

作为客户成功的营销人员，我们的主要目标是将客户转变为传教士。

在解开, I work on a customer marketing team dedicated to doing just that. We build campaigns to make our customers happy, so they shout from the rooftops -- or their laptops -- about how much they love our product.

我们衡量客户幸福感的方式之一是通过新的年度计划注册中的年度经常性收入。我们报名参加年度计划的客户越多，客户的幸福度量指标越高。

Here's the story of how our team developed three principles of customer happiness that served as the foundation for a recent customer marketing campaign to drive annual plan sign-ups, and how these principles helped us drive over $600,000 in annual recurring revenue as a result.

Principles of Customer Happiness: Lessons from Unbounce

客户幸福的三个原则

Part of working at Unbounce means we spend a lot of time on self-directed professional development. Like,twice-a-month-a-full-Friday-dedicated-to-professional-development有点。

在加拿大温哥华的一个多雨星期五，我读了Harvard Business Review（HBR）情商收集。该系列的主题是帮助人类了解情感在工作中的职业发展和福祉中的作用。

I launched into their volume on“幸福”simply to understand more about how I can be more emotionally intelligent in my own work... and emerged with an entirely new outlook on customer happiness.

1) Focus

一个不专心的人是一个不快乐的人。马特·基林斯沃思（Matt Killingsworth）在他的文章“幸福研究的未来”中explains: "No matter what people are doing, they are much less happy when their minds are wandering than when their minds are focused."

Unfortunately for us, we live in a world of noise, where distractions are plenty and the average attention span decreases year over year.

Every day at Unbounce, I'm often multitasking between various Slack channels, 20 different chrome tabs,doing my job并在心理上背诵自己不是要站起来，看看我的邪恶同事在厨房里享受的新美味wildly-wildly-wild-wildy the的待遇。

我们的客户——也是你的——很可能擅长iencing similar situations every day. Which is why a little focus in your marketing helps to grab attention and improve happiness.

对于此特定的客户营销活动，我们以几种方式使用了重点原则：

1）我们为客户创建了一个集中的目标：登录以取消年度计划并索取他们的协议。

然后，我们将登录页面上的副本（CTA）上的副本与我们的目标相匹配：

我们的竞选呼吁行动屏幕截图（CTA）

从那里，我们通过将客户直接从CTA链接到他们可以立即赎回其报价的地方来删除应用程序中的障碍。换句话说，我们确保点击式的经验与我们的客户期望采取的位置相匹配：

Screenshot of our account overview page inside Unbounce

This may sound straightforward, but before this campaign, we had never collaborated across customer marketing and product to make this section of our app linkable. In fact, we used to avoid collaboration, for fear that external dependencies would slow us down (sound familiar?).

But with the principle of focus guiding us, we made cross-department collaboration and removing barriers to this section of Unbounce a top priority. Now, we always think of how we can make both the pre- and post-click experience more enjoyable for customers -- and how we can work with the product team to make it happen.

2) We implemented the principle of focus through hyper-personalized messaging.

We used URL parameters and an Unbounce feature called动态文本更换to build dynamic URLs that pulled personalization tokens from our customer relationship management (CRM) platform into our emails and all the way through to the campaign landing page.

Our dynamic URLs looked something like this:

suckess.unbounce.com/pro99-sentential-birthday/?firstname=&plan=&plp=

The personalization tokens we pulled through to the emails and landing pages included:

名
当前计划
Current number of published pages

Doing so helped us provide customers with a personalized, targeted message that was focused on how they use Unbounce:

然后，我们将竞选视频的图像缩略图个性化。

像我们的产品营销副总裁Ryan Engley指出这篇文章他为Wistia写道：“我们与客户的关系与推荐我们的产品的可能性更高之间存在相关性。而且，使用视频，可以更容易地按大规模建立这些关系。”

Video is a tool to build relationships with customers and drive engagement, so we thought: What if we made a个性化视频缩略图每个客户？我们敢打赌，这将使我们的客户更参与了我们的报价，我们的A/B测试证实了结果：通用，非个人化的缩略图的点击率（CTR）为9.5％，而个性化的缩略图为14.6％。

遵循重点的原则，帮助我们建立了一个小型个性化触摸的客户营销活动，该活动成长为超级目标的消息传递矩阵，引起我们的客户的注意力并使他们乐于参与。

2) Progress

"Of all the things that can boost emotions, motivation and perceptions during a workday, the single most important thing is making progress in meaningful work," say experts Teresa M. Amabile and Steven J, Kramer, in their article, "小胜利的力量。”

人类 - 又称您的客户 - 非常关心个人和专业进步。如此之多，以至于达到里程碑并实现目标实际上会使人们更快乐。

对于我们的客户营销活动，我们知道我们需要通过转向更大，更好的年度计划来使我们的客户清楚地了解他们可以取得的进展（即他们可以成为什么样的营销人员）。

因此，我们建立了一个计划比较表，该表概述了他们今天的计划与他们提供的年度计划：

计划比较表帮助客户向客户展示了新计划带来的所有额外好处；诸如无限域的登陆页面和覆盖层之类的好处，以及与当前计划相比，吸引更多流量的选择。

对于可能被认为不太理想的更改（例如失去发布无限数量的着陆页的能力），我们添加了一个工具提示来向他们展示他们今天拥有多少页（以及为什么最多发布75个选项）仍然很多）：

添加工具提示的关闭，其中包含有关每个客户发布的着陆页数量的自定义信息

As you can see by looking at ourhotjar民意调查，该工具提示是访问竞选登陆页面的客户非常热门的地方：

从hotjar的工具提示热图的视图，您可以看到工具提示的热点

最终，使进度成为我们客户营销活动的重要原则，有助于确保我们的客户清楚地了解年度计划将为他们解锁哪些新好处和功能。

3) Gratitude

感谢您有很长的路要走。对于HBR文章的作者詹妮弗·莫斯（Jennifer Moss），幸福不是没有负面情绪，“感恩是一种积极的情绪，可以促进幸福。

因此，对于我们的客户营销活动，我们确保向客户展示我们对他们的业务的感激之情。我们将竞选活动定位为庆祝Undounce的八岁生日，但是该活动的真正英雄是我们的客户，您可以在我们竞选着陆页的英雄（无双关）部分中看到这一点：

在竞选着陆页的“英雄”部分中表示感谢

但这是一回事说thanks, it's another to节目它。

因此，在我们的客户营销活动中，我们还赠送了20张年度门票呼叫行动会议（每人价值为$ 1,000），100个豪华裁判包（每个价值30美元）和我们的内部转换优化专家，10个独家会议。迈克尔·阿加德（Michael Aagaard）（价值为500美元）。

我们想超越和超越，使我们的客户感到特别，积极和赞赏。您不能在客户幸福上投入价格标签，对吗？

4）幽默

Not explicitly called out by the Harvard Business Review's collection, but hinted at throughout, is the power of making someone smile through humor.

And since it's our job as customer marketers to make our customers happy, infusing a campaign with a little bit of humor is an easy way to bring a smile to your customers' faces.

但是，制作类似活动来推动年度计划注册“有趣”的活动并不是最简单的任务。

因此，要以幽默注入我们的客户营销活动 - 希望使我们的客户处于至少静静地对他们的桌子笑 - 我们决定创建一个完全虚构的角色，称为Undsion首席折扣官（CDO）：

介绍Ungoine首席折扣官（CDO）

然后，我们通过构建假货来创建营销复活节彩蛋LinkedIn和Twitte rCDO的个人资料，并在我们的整个竞选资产中隐藏他们，让客户独自发现并感到高兴：

Screenshot of the Chief Discount Officer's LinkedIn profile

在整个广告系列中，我们偶尔会发布CDO的激励性报价，只有我们的客户才能理解：

最终，我们希望将客户营销活动转变为令人愉快的东西，而且有点有趣 - 这会让我们的客户微笑。

The Results of our Customer Happiness Campaign

到六个月的活动结束时，我们为Unbounce付出了超过60万美元的年度经常性收入，并将年度计划的客户数量提高了5倍。

但这不是最好的部分。

The best part is knowing that we built a campaign that made our customers so happy, they shouted from the rooftops -- a.k.a. their laptops -- about it.