The Customer Experience Podcast
The Customer Experience Podcast

Episode · 2 years ago

40. The Biggest Transformation in Prospecting in 30 Years w/ Dan Tyre


Human, helpful, and relevant. These are 3 attributes we need to create within our organizations to deliver great experiences for our customers.

Dan Tyre, co-author of The Inbound Organization and HubSpot executive, came on this episode to share his insights from 35 years of experience in the business world—including why using video in your prospecting is approaching “must-have” status.

What we talked about:

  • Why you should never, ever, ever check your bags at an airport
  • Why customer experience is the only differentiator in an age of ubiquitous technology
  • The sky-high expectations of today’s customers
  • The importance of giving your team autonomy
  • Why video is revolutionizing prospecting
  • Why self-service equates to excellent service for the modern buyer

Resources we talked about:



Ryou, like idio love it gues's. WhatSAR to your Cestom right still only twenty, the research up spot did onlytwenty five twenty six percent of companis using video in their outreach,it's the biggest like transration and prospecting in the last thirty year. The single most important thing you cando today is to create and deliver a better experience for your customers,learn how sales, marketing and customer success experts create internalalignment, achieved desired outcomes and exceed customer expectations in apersonal and human way. This is the customer experience podcast, here'syour host, ethen, beaute human, helpful and relevant. If you want yourorganization and your team and yourself to be more human, helpful, Andrelevantyou're in the right place, those are three things we need within ourorganizations to create the experiences that we need to deliver for ourcustomers. Toay's guess own. The customer experience podcast is spentmore than a dozen years at Hube spot, recruiting training growing the salesteam. Among many many other responsibilities. I don't think we'llhave enough time to get to all those responsibilities. He travels rights andspeaks constantly he's the colaunthor of one of the best books. I've read inthe past year, the inbound organization. His goal is to do the most good for theuniverse, the entire welcome to the customrs podcest beet, and I shouldtake you on the road man that was awesome. Oh my goodness, I'm not thatgood right I like, but it sounded great when you said it and super excited tobe here for the next thirty minutes or so yeah we were able to premeet. Idon't always do that with all my guests, but I knew that the energy you broughtand, of course, your depth of experience within hub spot, just areally fantastic company that I think a lot of people are trying to model invarious in multiple ways, because that's exactly what we'RE GOING FOR OKA!That's weird company number one innovator, AF, two thousand and sevennumber two at tefine industry, leader number: Three: it's not just aboutsoftware right, it's about like hoping people grow better and that's ourpartners. That's our customers that individuals hat employees- and I have I hate to tell you this, but a thirtyfive year business career almost forty years, look at all that gray, hair and,like it the first thirty years of it. We did things a certain way right andin two thousand and seen everything changed. My first startun point to abillion and a half dollars by second one. I started my diting room co andfounder. We to twenty five million dollars: Eight location, Ugress, Uninstates. My third one went bankrupt, which taught me business planning andhumility by fourth one got bought out by Microsoft, and that was spot whenBrian Hally, an the Co, called me in two thousand and seven he's like tire.I want you to join this new company tum spot, I'm like. What's it do in say, islike helping companies, generatl leads and customers, and he explained me theconcept and I'm like Wai say you get on the first page of Goo without paidGoogle and he's like yeah. If you like, blong and help people and trick outyour website, I'm like there's, not a CEO in America won't buy that it's like.Well, that's what we're hoping then, like twelve years later, seventythousand paing costomers traght on the nework stock and change threehosand,great employees hub spots, l, the hundred and thirty to countriesworldwide and, of course, now hop spot leans in with free products and theinvouder organization. The book is all about what I learned in the last twelveyears, top organizations wow. Look at that yeah, THAT'S Y! Got It at hand. Igotto tell you. Brian's, introduction to the book is essentially a three orfour page manifesto that I think anyone who has been listening to this podcastand enjoys it. You absolutely have to read a of course. I recommend the book,but just that that introduction alone from from one of the cofounders in theCEO just really cast a lot of light onto the situation we're in today andwhy customer experience matter so...

...before I go to my standard open withyou Dan. I want to ask you just for fun. You have a special rule in your familyand that is no checked bags. Carry on only I'm going to go out on Lim and saythere's something we can all learn about our lives and businesses based onthe tire family rule of no check bat otrable. It's a law, there's alotidlines, all right. If you're in my family, you can't check bacgage. If youcheck baggage you're out, I don't care if you're my daughter right when shegoes to college, she has to check like she has to pack in her backpack. We goto Africa for four weeks. My wife Hasto doing the duffle back, that's just theway it works. Ethan. Have you been into baggage claim in the last like fiveyears, I avoided at all costs. Buti have okay, all right. Is there anyinnovation in baggage claim and since you've been line? No, and in fact just the thing thatlets you know that the bags are coming is like a baby. Yeah sounds likeeveryone should leave the facility. It's not good news. Your bags are here,of course, N. is there a bar there? Is there a way to relax? Is Their STOLFMUSIC NOTW? It's stark! It's depressing you're standing there wasting time.People are on their phone, say God right and then twenty five minuteslater a the plane. You coan see the plane from like out the baggage clantwenty minutes later be then nothing happens for five minutes. Then thefirst like back pack comes out and it's like dripping black ooze or some manand then you're standing around and then everybody races in then everybodypulls back and then a few like fortunate people that God they bunsaying their brayers. They grabb their stuff. They run out of there because,like there's, no fresh air down there, there's so many great innovations thatYouve can apply to Bacgi'm, none of which has happened in my life Ime,which is a business opportunity for perhaps Ono git. As I love it, I'm soglad I asked so. Basically I'm just going to wrap that we experience we're. Customers werecustomers. All the time were customers, even in situations where we don't thinkof ourselves as customers as we go into our businesses. I think we think aboutwhat we're doing differently than we do as customers very often, and so, whenyou find yourself in a situation saying this could be better. That is acustomer experience, conversation to be Haden and there's any ways. tonterm.That's awesome! Yes, exactly! There's the thing we live in the greatest eraof human existence right, our standard of living is hirhed, there's all kindsof noise and issues and negativity rolling around. But let's face it,Beeng born in the twenty first century. Daanna Business Person In the twentyfirt century is awesome in certain instances, it's much much easierbecause we're all connected there is like seamless ways to communicate andit's truly a global eccopoy in some ways it's harder right, because in thatera, right it's harder to differentate in scale right and one of the things.That's happened with the growth of like software and development of software asa service is that you have product parity right in the old days like youwould choose ething a product because it had one or multiple features that the otherproducts didn't at and if you were competittive that product like yeah, wedon't have that feature and somebody would go by like the other product.Today, everybody has the same problem. If I don't have a product feature in Ospot, it's coming within six months. If there's a demand for that and theexpectation for and user is number one, the product works it downloads, itworks. It does what you say. That's number two. If you don't have thatfeature, and I need it, you better have it within the next six months and guesswhat in most cases you have it so in the age of poparity right customerexperience is the only thing that influences the process. So BrianHalligan is the CO UB spot and I've known dride for fifteen years. In Myfourt startup Brian was the vice president sales and he is a he's, abretter CEO, that he was a vice person,...

...sales and heas, damn good there right.He was a thought leader. He thought about all this kind of stuff he's likethe way people are buying as changed customer perience as super ipoint e way,how spot the fines customer experience. It's the son of every interaction acustomer has with Your Business, so it's both free and post sale. It's apart of the strategy is an actual plan to deliver a positive, positive,meaningful experience across those interactions which definitely doesn'thappen in baggage right right were to tie that back yeah. So I'm good! I was.U Know I always ask everyone to define customer experience which you just didthere, because you know, I think, there's a we're talking before we hitrecord that you know, there's a lot more talk about it now than it was eventwenty four months ago, but I don't know that everyone is talking about thesame thing when we talk about customer experiences. So I'm with you like.That's that's my running definition. Having had this conversation withalmost fifty people now on, the show is every single touch point: it's theresponsibility of everyone within the organization. It's physical, it's human,it's digital! All these different ways that we interact with companies andbrands comprise the customer experience. You've also addressed already. Why it'sthe last great differentiator, which I think is a super important idea. So Iwas o just OAS a point. There's a great bog article on them. Spot blong calledhow to define a customer experience, CX strategy by my friend Carley step and alot of the things that I say are because of the marketing and researchbrains and Hos fat. This this lady Mimi Ann, who runs on spot research, amazingright everybody has an opinion, one of the things that makes our presentationsand Packholles we wook for the date and the facts right and that's one of thethings that's changed with the inbound revolution in the customer strategy.The customer experience it's competitive insights, it's consumerresearch, it's marketplace, datedit's mission and vision, which is what theendote organization is about, and then it's every single interaction, becausethe thing about two thousand and nineteen customer interaction. If it'spositive right, then you have these great customers that can help you getmore customs. WETHE HOUSE FO calls hat the fly wheel. That is awesome. If youdon't have a great customer experens, what happens Eson the best thing thatcan happen. Is I don't talk about you yeah? That's not what happens right.The wors, the worst thing that can happen is that you talk about me andall of the wrong ways. Okay, what typically happens is in the old daystwo thousand and fourteen the average company had about seven Competitivright. So if somebody wasn't really doing the job, it's like it's kind of apain in the, but I don't want to get a new vendor I'll stick with E in twothousand and eighteen, the last time we have specific statistics. The averagecompany has forty four competitirs right, so sixty five percent of Thebecustomers will ghost you. You know that term a absolutely okay, it's not fromkidder. That's not where you got about People Gome to you right, they'll, justfike got show up di. You got a good guestio wer you ta, therea good dusteer.The Guy says yeah he's fing. For me all the time you'll go syou'l go to one ofthe end te forty three competitors right and you're like what happenedlike, Oh man, I called in to get my bill resolved and you guys didn't callme back that day and you're like excuse me right. The level of expectations forcustomers is amazing right. I travel all over the world antico. I call me onTuesday morning I calld them back Tuesday. Half Farhe Goes Dad. I calledyou this morning, I'm like Giton on the Bota pest. It's like, I don't care. Icalled you this morning. Come on. Don't you have a chat, Bottwho can answer myquestion and it really drove home. This is two thousand nd nineteen and guesswhat he's right right? He has all of these different options. Right, realgood customer experiences, a tuned to a very specific customer. I always saythe riches are in the nichets. Have you ever heard that one eithing I havemostly because it rhymes, I remembered... I don million people have said thatI didn't invent that, but I say it all the time, because in the old days Syeucould be a generalist right. You coald help all these people and it's one ofthe toughest things entrepreneurs have to do, but a customer experience startswith Dhefining a swim lane that you can dominate right and you can be like a apodcaster for scaling businesses or you could be a podcaster for Arizonacompanies that are between three and ten million dollars that have at leastthirty employees that are trying to double in revenue over the next twentyfour months and just by definition, most people fit in that son Lan willgravitate to thes spaciic when you have o stomach at you go on a generalpracticier. You want to Gasro in Grnologis right and that's just the way.People are like position today. If you pick that swinlane, if you dominatedget e forty to sixty percent market share, then it's much easier to move toanother swin line. That's one of the key lessons that we try to teach peoplein the inboute organization and to maximize ha positive, Pespolo, expetlove. It focus specialization, knowing Tha, knowing who the customers is socritical, like, as you read the inbound organization, you know thereare thesereferences to relationships and personalization and the customer andbeing very clear about who that person is, makes all of the rest of the worknot just easier to do because there's more focus. It also makes all of it alot more impactful. So I'm going to do something fun here, I'm just going toread you lines from the book that really jumped out at me, and you justgive me we can do this lightning round. If you want or yo go go, we can gofo onmonologue. Exactly that I let's have here. We go ready, ready number one. Noone it hub spot is successful if our customers are not successful, O okay,so this is a famous quote that everybody tought my friend, my friend,Frank Oser, who nine years ago came from a strategy position at Novell,cave, dub spot started in customer support, and that is our CEO. He getsprovoted like every six months. A guy is super smart and I love Frank sed toshare a desk with them in the early days, and I aske frank okay, which ismore important, your employees or your customes and he's like all right. Damndo you love your mother or your wife, and I'm like okay, I'm stialing thatline he said, but number two your employees have to come first andbecause, if you don't have appy employees, you're not going to havehappy custom right and you have to Sov for the customer. That's a foundationof an amount of organization right, but culture is everything. Eigth. Are youfamiliar with the HOM spot culture code? I am. I do not have it at hand, but Iam familiar with it and it. It reminds me a little bit of our own core valuesat Bombam, in that when you read it, my feeling is okay. If you were, if youwere a decent human being, there are zero objections and a lot of positivelights. Turning on as you move through, this is about being a good person andbeing a good person in service of other people all right. So in the early dayson up spot, we had an interesting culture, but we didn't pay muchattention to it and how agan went to an offsite, and he was talking to the Seo,I think of as I robot a publicly traded company in Boston and the guys he askedthis anyou. Where do you spend all your time? The Guy Goes. I spent all my timeuplifting the corporate culture and aliens like culture, what hels culture.So we went back and said: Darmash. Can you research, culture farmashes, like I,don't know anything about culture and a Typicul Darmash fashion? He thenproduced a hundred an twenty eight slide, shared like tack, powerpointRight S, the most downloane sliksher in history of slides, your like fourmillion dollar, and it talks about how important it is to have a good workingenvironment to do exactly what you just said in light of not having a like apolishy man which, by the way is the dopies thing ever right, I'm potdoesn't have a policy manual because no one ever reads it. Then it's like howcan you give like smart people?...

Listening of this is what you need todo. We have one like Quassi policy: Do you guess what it is be of service? A that's awesome, you're,close use, good judgment use good judgment, I'm like! Oh, my goodness,that's awesome. So it's easy to remember everybody like knows that, andwe lean into our culture. This woman, Katy Burke, is our chief people offsright chief, her she's the voice of the employee, and she is awesome right. Shehas all these programs. She makes sure that we have diversity, inclusion and belonging. Wegot a director of diversity. How they rob lace is unbelievable and he bringsthis ability to come in and for the entire employee group. The number oneunderstand what we're trying to do: number two, how they fit in theorganization and number three what they need to do to help us succeed. We callthat the M spot, which is O'b spot vhenacular for your mission, like mostmost people, I'm ot, say most millennials, but also most people rightwant to work for a mission driven company. Is that your experience? Yes,absolutely and really what it is, is calling for a greater sense of purposelike a reason, beyond revenue, a purpose yeaon profit like what is whatar you actually doing here that I can personally attach. We don't want to bepart of something bigger and money, isn't always often isn't it. You justknow that that is a mission so but everybody needs to know their missionand then in keeping with the Swinwayan right. You have to say this is how I'mgoing to apply that mission. So Youre, like strategy, is who you're going tofocus that nission on and then that's the ass in m spot and then the P isplace right. These are the programs or place three NTO, five that you're goingto target that is going to help you accomplish your mission and then thetea is the target right. The plays- or this is what we're going to do. The TAis how much we're going to grow. How much retension is going to improve whatthe new product is. That's how you measure the Os the most fun of any likecategory and emspy, thes, eomissions, right and and I spot we say: okay, wevee valuate, all these things. These are the things that were not going to dothis year and why are os or omission so important focus, but all right, yourcanire. I love it with a orange shirt. Thank you very much for wearing that.It's all about right that focus right and a scaling company in any company.There's all these things going around. You have to make sure that everybody'son the same page, so about three years ago, Jany Shermans y hug spot like thesmartest Guy Ta, have SPO this Guys University of Chicago he's workd forFourtu five other companies he's kind of annoying because he's so smart. Heis so he's funny right. You don't see the combination of smart and funny alot in like Saing your Mana. This guy is great and he's like it's all aboutthe culture he published, this m spot everybody and I'm spot ses the M spotsix times a year right. We put it on the WIKIE and a lot of times when I'mdoing the like indatof organization, consulting people like what's Awiki andI'm like well, it's where you post everything. So people can see it andthey're like MINU. No, we use email for that. I'm like no, no you've got thisthat live there and if you have a new employee, what do you do forward themall the emails about this topic? Yeah? I know that just shows the old bonsetin the twenty first century mindset you want to make all this informationtransparent. You want to make sure that everybody knows the mission, thestrategy, the plays the omissions in the trurks. I was just at a journalist company that we were doing afull day workshop of inpleenting, the indown organization, and we met withthe co before and he a this most t beautiful mission right hea on the backof his business card. It was great and the first thing we asked in thatworkshop is okay. What's the mission of your company and no one raised ther hatand he was hugely embarrassed, but the reality was was a wakeup call, becausehe didn't have a very easy way to...

...remind people on a regular basis right.They forget a little bit about the Nission and that is absolutelyessential to hiring the best people to get evem work together to making surethey're making the right decisions and making sure they use. It awesome. Sojust a couple things for those of you who felt like that was a lot ofinformation because it was it's so fun. There is a lot. There are a lot ofgreat things there that you can pick up. If you read the book, one of them isthe kenned experience produces employee experience produces customer experience,the other a you talk extensively in the book about internal wickies and gettingwhen o getting everyone on the same page an then ultimately, the purposethere, if I read it correctly, is so that everyone is empowered to operatewith much more autonomy, which is eno, you know, but in alignment, so thatwe're all moving toward the same thing and with the right spirit in the rightkind of how not just the right. Why? Because outonomy also makes betteremployees okay, so that was the hold on. Let me just di some marke research.Does that make sense fo you? Yes? Why? Because people I mean autonomy isseriously motivating for smart people who have the right intentions and thegoal of all of this, of the o them spot in particulars to make sure everyone'sgoing in the right direction to create a stronger pull or push in thatdirection, so that we're all trying to get done as individuals and a smallcrossfunctional teams with the organization needs accomplished.Overall, all in the spirit of how we can help our customers, that's GreatYoure. That is all right, and that is a great answer. There's one other reason.The pace in which business moves today right is exceptional and if you don'tempower your employees to make snap decisions very, very quickly, rightyou'l lose customers to the other. Forty three competitors jd in the book.He says when I was an IBM excuse me when I was in a large, Malbi NationalCorporation right. I was a top dog. It took niny days for any like thing, therOBL UV to me. By that time, like it's like irrelevant, and the only thing Ican say is now he goes in UBSPI. Everybody makes them like the frontline, makes all this ision right and it is true right managers, except for theexcept for the bet, the company decisions. So that's the rarest allright, that's Larrie, Norrington and I just saw Lourie Norrinton- was named toanother boid of Drectors, I'm a huge Lori, Narington Fan. We talk in thebook about the NORRINGTON decision, Matrix Right, which is brilliant,simple and great. I remember when she drew on the board when we interviewedher for the book she was like. I'm like okay, everybody needs to notite andwhat it says is perfectly tuned to the pace of twenty first century ecauseeverybody. I say I ask right business faster or slower than like ten yearsago. It's always fast right about how about, in the last eighteen months,theyre gos fast for t moves it moves, because every company is a technologycompany right. It used to be that you're. Like I'm an otproput. I wedon't really strong about technology. If that's your response, you're goingout of business, you just don't know it. Yet. You have to have automationbecause everybody else tdoes the Bar- is so much higher in two thousand nNineteen Woan into two thousand and twenty right. Then, unless you automatethe simplistic first of all over Chievers, don't want to do the samething all the time. Second of all, you don't have to third of all, it's lessexpensive. It will give you a positive impact on your Sga cost and finally,that's what the customers want. That leads you right back to the customerexperience right so having the right customers. Excuse me, employees makingsure they have the right, like focus with the M spot, making sure thore'sgot a great. The right pulture is the Riat okay. So that was question one onthe lightning round. Hai'll throw a couple more out. Technology often allows us tosubstitute digital connections for real human engagement.

So for me it's very interesting becausewhen d I see this Guy Jack Conners Hill holiday is a big advertising firm inBoston. He was one of the founders. NEGOS technology is not an ox to begored, it's a cow to be milked, totally, which I thought was pretty interesting,because ihave never seen a guy from Boston to talk about milking cows, buthe was hilarious. The guys, like seventy years old and his jobdescription he's like I work for poor people, I'm like, Oh, my goodness, whoare you and I sat right in the front row. I got his autograph afterwards. Hewas amazedg the thing about automation. Is it doesn't replace human bings right?In fact, it makes human beings more important right. Automation should be acreative to the customer experience, but earlier this morning I sent that ahandful of video. Are you using video emaili all the time? Okay, you Shu metoon Sunday, I said sent about ninety five hundred of them. Okay, great andyou like video love. It guess what sa to your Customr right still only twentythe research up spot did only twenty five twenty six percent of companisusing video in their outrach, and it will revolutionize it's the biggestlike transforration and prospecting in the last thirty years right, becausenow it's not dan the sales gy. It's damtire with the gray hair, lot spot tshirt calling from his orange office right asking a personal and humanquestion. Now you're not like thinking out who is this guy you're, saying wowthat guy's old he's got gray hair. You know me a little bit and when weconnect I'm going to ask you about your Mohammedali poster, that's like athirty minute story, but I'm happy I win. I know on saings like I gives usthese. These other things to talk about that we can actually connect andreallyoo. This is probably the second biggest stick way number one is youshould get the Enboud Organization Book Number Two? You should listen to ethonspodcast number three. You should lean into your customer experience, butnumber four. If you're, not using video in like every aspect, actually buy yourbook. what's t e name of your book again Rehumanize Your Business Okay,and is it explaining to people why they should use video to hundred percentyeah like we start with the? What like, we call it relationships through video,my co, author, Steve Pessonelity or Cmo, and I we work side by side every dayfor years now you know what is relationships through videos, what wecall it to separate it from this marketing deal of light scripts,editing production, all these things that people are might think that therthank to in the old days you like would have three paragraphs. I was sent it toYo. It was all about me break today. If you send me more than two lines in atext like I'm not going to read it. Yeah, my buddy Adam Slovick, we're onthe board of directors together, a viewtob based company goes Dan. I shortmy email based on the size of the email, so the smallef, the email thet higherthe top yeur going to be in my email, bon, that's breally and guess whateverybody's like Ain Yeah, my big prediction in two thousand andseventeen was every single like business person. America would receivethree video emails day in October of two thousand and seventeen andunfortunately America wis a little slow in the UPTIC. So he said it again intwo thousand and eighteen by October everybody would get three video emailsa day, and I missed that one tho in two thousand and nineteen. I said it againbecause I'm diligent and stubbor right, but it' still not happenn yeah rightweet's, it's interesting! So like our book, Yours is published by Wiley, andyou know when we were in the early conversations about how we were goingto bring the book to market like Sho. LD should wyly be the publisher. Our editor said I feel, like this bookis early, and that was that was less than one year ago today that was likein in third quarter, two thousand and eighteen. I know, but you were eightyears ago eigh years ago. Are you getting me here like a pioneer andguess what that's what it takes, but now, just like everything else, ThaTechnology has let up now your technology should be a creative tomaking you a human day. He's been based...

...on the three times, so we talke you're,damn find human bit right. You can't like explain that in a two wine emailright and really it really. I think of that, like the word Classy, if youapply it to yourself, it's probably not true. You need to let someone else sayit for you, so you can't write it. An email like you know, EAN. You know whatYous se like I'm a really classy guy like okay by definition. Now you arenot great tonby, I'm stealing that can I seye a few tancs? Absolutely okay, TN email, like you know, I'm a greatperson, and I am here to help, and you can trust me and it's like just readingthat sense, and I go into some research in the in the y portion like chapterstwo and three of like we actually don't assign the text on the screen to ahuman being, like our brain, does not do that. It's like it's thisabstractions true. I now it's nmanizing to put the messagers. So this idea of,like you, ascribing qualities to yourself that are so much more effectively demonstrated thanwritten, is just super powerful and and we a defiy hundred percent bydefinition. That means that I'm not going ta like it right and then, when Isee you when you send tme a video email on Sunday night, I like you, I cannotlike you. First of all, you're smiling seckon of all your deck down in theOrange Shirt. Third of all, you're talking about me, Oh baby, right, thoseare hutanly, yeah n, so you suck me right in well, then I was all prepared.It was more efficient. The bottom line, also, is it's the data right people who usevideo jals process right, a three hundred percent increase over text team.That W I mean- and this statistics have been out for two years- that's why Ithought it would move quicker than like a hungry man to a free buffet. Ithought people would be running to video bu WITTHEM. Now, there's stillhere's the thing. Some people are selfconscious. You got a background, anTV. So like you, I was not on I. I had never been on camera prior rejoiningthe company and in your right there's the human piece to vulnerability thatthe new skill, something that's Steve, Passineli the Koat ar on the book says.Like you know, there was a day when no one sold by telephone and all the salesreps come into the office and they get in for the morning huddle and then theyturn around an their phones on their duests like this is what we sell withnow, or this is a new tool in your sales arsenal and they're like what isthis? How do I use it? I'm accustomed to doing it. You know this particularway. I write letters and I go visit people in person like what's thistelephone, I can't sell by o telephone and and that's where we are with video,and so it's funny. I honestly thought when I joined the company fulltime,they had maybe two hundred three hundred customers back in two thousandand eleven, and I thought Gosh any day now, like a Google is going to roll outor a male chimp is going to add video or something and we'll go. You knowwe'll just get eaten alive by this giant giant machine and we're just thistiny little. You know operation, but you know here we are almost a decadelater and you know we have forty fivezend custumers, but there are. There are millions, a No! I because I'mwith you on this certain millions and millions of people coming R Bhind, thepeople n pioneered this like this foundation right. This is an importantcomponent of this podcast right. We gave you four points before that, butif you're not using video email right, then start right. If you need helpdetired up sopcom right reach, aftter ethen like find somebody right, justgoogle video email, but this is the week to Starti right, let's see if wecan accelerate the CURV of people being more human by using video, because thestatistics are very, very impactful and you're going to be left behind thegreatest thing about thenbon revolution is now it's gatting Stak. I thoughttwelve years in twelve year, Om spot employ. It's just been amazing to seehow this rolled out in as the first sales herson forup spot people a askedme Tou questions number one: What is in...

Vout, which that explain it's about thesame today they go, will at work and I'm like I don't know we got likethirty customs. I they go work. Let's give a shot right now we haveseventyusand customers. Now it is very, very impactbuble. The people whopractice in that who are human, who focus on customer experience who aregated driven, who are in theire swimline. Those are the people whodominate, and so now we have arefeutable proof that if you likeleverage this technology, O Beguan you with awesome. That was super funny.Just a little bit of shameless self promotion here, Bomba makes it easy todo these videos from Gmail from outlook from sales force from out reach our ownwebap from mobile APS etce. The book is at Bombomcom Book and is Dan offeredhis contact information. You can always email me Eten Etha and at BombomcomI'hd, be happy to address your video questions and needs just because I feellike I've. Only gotten to two of these, I feel like three is a Ra more roundnumber so before our standard close here, because I want to respect yourtime, it's been Super Fun and the pace at which I think both of us speak. Thismight be like one and a half episodes instead of just one just by the way. Itfeels a anyway that I tell you now. I said that my kids, like I can't playyour youtube videos at twice: Speet, I'm like yes right, Okrat. No, youcan't exactly your givin a try so funny, let's see Gosh, I have questions in avariety of categories: content sales service, I'll go with the service. Oneis the third and final one in thes series for most modern buyers. SelfService is excellent service yeah, because I know what I want and I wantit now right. If I have to talk to human being, I'm like you know o usedto say. Oh, I have to like fly to ith other city to like close an deal andthen like you're like now, I got to get inthe car and go drive to some place and then you're like I gotta, get out zoom.I got to take a shower and I got Ta Shave now you're like Oh, I got to talkto somebody I gotta like in for many transactions, especially specifictransactions, where I know what I want, I don't eat any help. I just needaccess to the information self service is awesome right. I love it. It's justa lot more efficient, a lot easier. I get the answer more quickly and th. Ican move on to the other million. Things are going ont in my life, soself service is good service and part of being in ambatder organization isunderstandg what you're coing to automate so that people can find whatthey need right. A great example of that is whet call a knowledge faceright. I'm spine has a free product called the service hub, rigte, all ofour products, the sales product that marketing product in the serviceproduct they all start with free because people like free stuff and it'sa great way to help people solve their problems. The service HOM has wouldcall a knowledge face where you can take. Your most frequently askedquestions and you could put it in a seode like arepository, so everybodycan find and solve their problems more quickly and we find that's a great wayof generating more business right, because you're helping people softproblems, which is the foundation and essence Hof Been Indhatwo, so smart, Ido need to ask you at the close, was one of the more provocative ideas thatI've read in a printed book in some time and it's this idea that as we lookto the future, actually right now hey right now, sellers are trying tocustomize and personalize the buyers experience, but you see that flippingwhere the buyer is going to customize and then as a conseence personalizedhis or her own experience in the future. Talk just briefly about that dynamicyeah. So you see it happening now. First of all, we live in the future,even right. We are talking just a matter of whether or not you recognizeit. As such, I used to ask from the stage IDO sixty speaking hagements yearon beaob spot. I used to say: When is the future people say two thousand andtwenty two two thousand and twenty eight now under percent go now right.So everybody understands we live in the future. Have you ever been in a softdriving car? I have not. Okay, it's Tom...

Come to tempy Arizona. We have wemo andyou get into a van that two people sittig in the front, but they don'ttouch the staring. It is amazing and you know folematic, you know thepiltematic okay, fol e pretic. Will you know ever going to Banana Republic andall the shirts are like folded perfectly? Oh Yeah, you can buy thatfor seven hundred Ol and it will fold your shirts, you take it out of theLongdre put in your full to Tadtic right. It's like seven hundred o sit'llbe a hundred and fifty a so you'll be able to walk in your closet thatperfectly folded like shirts bi, that's the jecsons kind of thin, and then I carry a shoot back, I'm the last guyin America. I know I sound like your grandfather, I carry a Sut Tat, yourmember shoet back totally. Okay, but most people be like what are youtalking about GRANDPA, I'm like no to shoot tat. That's the way we likecarried our clothes. Of course we carried it on they're like Nen, I got.What do you have the dragging luggage and they're like yeah? I pull my likeSuitcas, I'm like you're, so old fashioned, my buddy Shan right. He hastravel robotics, which is a suitcase that follows you around. Like a dog,you put the APP on your phone and, like the you, don't have to pull yoursuitcase anymore. That is the I don't know how t gets Umtin Esuater, but thatis brigging. Awesome right, that's just he's got Ta Kee he's got Ta walk slowenough that it can keep up. I don't know I've, Never Sai, but the otherthing I'm sitting there, it' ky Ar Airport an Phoenix and I'm like Shit.There's no place to plug in my Eyfoand Im have an anxiety because I've gotlike nine percent left because just plug into lik here and I'm like what doyou mean Plugan here he takes the the travel mate robotics. It has fourUSGPORTS and to power supplies. I can plug right in like a three Pon cluckinto his luggage. I'm like oh I'm, using that that one's awesome so likethe whole idea is that you got to lean into that customer experience. You gotto make sure that that's the way in which people see you and that you'redifferentiating yourself in ways that make people awesome Dan relationshipsto our number one core value here, and so I always like to give you the chanceto thank or mention someand he've, always you've already done an amazingjob, just her billy to recall names and stories about individuals, which Iassume that that's something you've cultivated throughout your sales career,because it's just such a winning thing to have at hand, but anyway, think oumention someone. Who's had a positive impact on your life or career and thengive a shout out. You've already done this on the show already to, but give amention to a company that you think is doing. Customer experience really wellall right. So I can I do two shotows. Yes, you may let me get three. Could Ido three O Puishn the envelope number one ton hackenberry MI CO? AUTHOR ISTHE BEST COL author in the history of books. Todd is exactly opposite of Manumber one he's tall he's smart, he's logical. We wrote this book spenthundreds of hours together. We didn't have one argument right. It was amazingand he and I do consulting around the abounter organization, and it isawesome right. I'm all the big energy and he's like okay. This is how wedeliver results. EU CRA. The second person is my beautiful IFE amy. Youshould have her on the POD yest. She is amazed. We talk about mindfulness, wetalked about helping human beings right, she's, a yoga instructor and a publicspeaker that talks about awakening joy and she's amazing and sagreat part of my life. I've been married for thirty years, twenty ninegreat years, one med yocae one, but like I'm sure it was your fault exactly and the third is Darbe shop. Ijust listened to Demars indound Kinu right Jarvash, like starts off, he saysI'm an interver that remember he's speaking in front of Twenty Thouzenopeople. If you are in front of Twentyzand people, can you say you'rean Interbern, I'm a little bit SUSPEC and it's like thoughtful and it talksabout customer experience. It talks about the changes he's funny and youknow he's like doesn't want to do it,...

...but is the keynote, is always highlightof the endattoawesome and is there a company that comes to mind, maybehaven't mentioned yet that you just respect for the way that they havebooot for you, yeah, H and corporate massage I'm on the border directors andI'm an advision of the company it started by this ommighty barrel. AmeliaWilcot Amelia is Moma three strong se AF been of the White House thatlectured at Harvord and she started the company in her basement and it's acorporate massage company that employs six hunged, mainly women, massagetherapist so like. If pambom wants to bring in somebody with chairs a coupleof times a month right, there's a direct relation to that relexationresponse of massage and play a retention and play enjoyment in playingencage. This lady has brought a four million dollar company right andwe'rewide right, unbelievable. She does heramspot all the time she creates aculture where she's constantly measuring her employee net promoterscore and her customer and her therapist net promoter score and shejust rocks it on e, huge Amelia, Wilcox and tincorporate masage fan killer andyou've already done this too. But I'll ask you to do it again. If folks wantto learn more about you more about the book more about anything that you wantto want people to know about, if they, if they've, think specifically aboutwhat we've covered here, if someone wants to go deeper, where would yousend them yeah? You can email me detired, I'm spotcom AA! Why that'sTyre, for if, for those of you who are listening and not writing things downas dtyre Yep, you've got O my facebook page, which has all my publicpresentations in my schedule for the year you got a Gan tirecom. You can goto indown organization, which is the website for the book that has theassessment that wo're talking about has all kinds of templates. It's designedto help companies like the take baby steps to turn ITTO IN VAT organizationsand I'm happy to out my mission staymen, as you mentioned, doing the most goodfor the universe. I'm all Winn Right, Super Fun to be Dantire Super Fun to bean Inboude Organization of two thousand and nineteen, and let's get more peopleusing video there Esan that's what we got to do, love it. I love that passageand how naturally it came up, I'm with you, a hundred percent on that and justjust a final closing thought when I engaged with hub spot initially, it wasbecause you were offering tons of free content specifically about inboundmarketing at a time in my life, when I was trying to figure out how totransition careers and like what do I want to do, and how do I do thesethings and what's the latest stuff and iis just been so fun to watch hub spotfrom that time, because I imagine it was early on like two thousand FIVthousand eight, two thousand and nine. I was reading a lot of yourself and tolook at what you all are doing today years later. You just continue to findand solve more problems for companies which is solving more problems forcustomers. You walk the talk, and I appreciate your time so much andcontinue success, even you're, a bad ass great to do the session with you.If you want to. I NVI me back just book it with Rosi great to talk with yougreat to big into customer experience right. Let's get people using video andI'll so awesome. Thank you so much Wel, clear communication, human connection,higher conversion. These are just some of the benefits of adding video to themessages your sending every day. It's easy to do with just a little guidanceto pick up the official book. Rehumanize your business, how personalvideos, accelerate sales and improve customer experience learn more in ordertoday at Bombamcom Book. That's Bo N, b vombcom book thanks for listening tothe customer experience. podcast remember the single most importantthing you can do today is to create and...

...deliver a better experience for yourcustomers continue. Learning the latest strategies and tactics by subscribingright now in your favorite podcast player, or visit Bombomcom podcast.

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