Ecom Customer Experience That Increases LTV (+20 Ideas To Steal)

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In this episode, we dive super deep into remarkable life-changing customer experiences that gets people to stay forever, that increases your lifetime value by more than all of your competitors.
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And we're gonna go pretty deep in this.
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And actually, to do this, I have brought on my uh director of client experience, which his entire role is curating epic experiences that are memorable and life-changing for our clients.
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And so we talk through the value of it, what it could look like in your business, and I post some really interesting questions that, if answered, could transform the trajectory of your business growth and of your profit, as long as well as giving tons of ideas on things that you could practically do a little bit toward the end of the podcast.
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So I do want to forewarn you, this podcast episode is a little bit longer.
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It's about an hour long, it's a little longer than what we normally do, but I think it's really worth listening to because this shift is a common trend in the massive brands out there that are absolutely crushing it.
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They get this piece right.
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And so enjoy the episode.
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If I could never spend another dollar on ads, if I could never spend another email send another email, or if I could not post on social media, like what would we do to get customers if that was the case?
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And it's a really weird question to ask, but I think that the right questions lead to the right answers, and you have to ask a lot of freaking questions.
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And that's how I look at customer experience.
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And because if we were able to make the experience so good that customers never left and they only bought from us for the category we're in, and they referred people to us, how much more would we grow?
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And so I think that's a really worthy question of asking.
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Uh, I'd be curious for you.
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What would you do?
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If if we couldn't spend any money on ads, no email, like no marketing was allowed, all we could do was get the next customer from the current customers.
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What do you think we would do differently?
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So it's like the ad apocalypse.
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Adpocalypse, ad apocalypse, which is we're living through right now the irony of this post or this uh podcast right now.
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The adpocalypse came along, the email apocalypse, the SMS apocalypse, the social media apocalypse, and the billboard apocalypse.
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You can't do a billboard either.
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What would you do?
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Well, Mizny would be in deep water there.
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That's an Ohio joke.
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Ohio people.
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It's one of those things where I think making customers into super fans and making them want to ultimately rave about you, making them your marketing probably makes the most sense where you just give some insane experience to them through the product, through the packaging, through whatever, and all they want to do is talk about you, talk about your brand, talk about your product to other people.
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It's what's something you bought from that was such a mind-blowing experience, it was like a life-changing experience almost like in a way that it was like so impactful from the pre-purchase and decision-making phase to buying the thing to risk to the shipping of the thing or whatever, and then receiving the thing, and then the experience post the thing, and then the entire communication and journey with the business.
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Is there anything that comes to mind for you?
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Hmm.
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Ooh, that's that's tough.
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I so I have an example just from last night.
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I didn't I didn't end up buying, but I likely will be a customer of this brand.
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Uh so I play bass very poorly, and I'm getting ads for bass lessons.
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And I came across a company last night that immediately put me into an assessment.
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And the assessment was so stinking cool because it walked me through what do you struggle with currently?
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How often do you practice?
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What kind of music do you want to play?
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Are you just trying to improve your speed, your uh finger strength, for your grooves, whatever?
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And it walked me through this whole assessment where it said, Hey, we're building this experience for you.
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And quite honestly, it was it was pretty impactful because now out of all the other programs I've looked at, I want to join just them because they it feels even though it's probably templated in a lot of ways, it feels so crafted just for me.
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Yeah, and so there obviously that's not like so much physical product, but it it did make a massive impact.
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That again, I I don't even know the price of this program, but I know I want it.
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Yeah, yeah.
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I think that personalization is a huge, huge thing because everybody is talking, like everyone's talking to everybody, but when suddenly like there's this personalized component to it, which is kind of hard to do, if you could figure out how to personalize it in any degree, it changes the experience.
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If what someone received was tailored entirely to their their preference, to their style, to their taste, to their whatever, it would be and it would make your life way better, and the experience would be so standout.
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Actually, while you just said that, I just brought up something.
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This is from a talk I gave two years ago, and I called the c I called the talk Be R Guest, or at Disney, of course.
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Uh there's a book called Be R Guest, which is fantastic.
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And I opened up with this.
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This was one of my, this is the opener of the session.
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I said, This is my script right here.
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I said, imagine walking into a hotel where every detail seemed to anticipate your needs.
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As you approach the entrance, the doors swing open effortlessly, and you're greeted by name as if they had been expecting you.
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The smell of freshly brewed coffee fills the air, and before you even ask, your favorite drink is ready, perfectly made for you the way you like it, and they're handing it to you.
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You glance around and notice that the space is spotless.
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Every corner thoughtfully designed to make you feel at ease.
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The music played softly in the background improves your mood, and every staff member you encounter makes you feel like you're the only person in the world that matters to them.
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And I wrote that because I I think what would happen if you could create that experience.
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It sounds impossible, it sounds crazy to engineer an experience like that.
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And then I rewrote this and I said, What if I reworked it?
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I said, Imagine shopping in an online store where every detail teams to anticipate your needs.
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As you approach each collection, the navigation menus open effortlessly, and you're greeted with precisely the right product, as if they've been expecting you all along.
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The smell of freshly brewed coffee fills the air.
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You can't get rid of that, right?
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Maybe you don't like coffee.
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Um, and before you even ask, your questions are answered with a great with great messaging clarity on the page.
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You glance around and you notice that there are thousands of reviews, every element thoughtfully designed to make you feel at ease.
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The ease of checking out improves your mood, and every communication leading up to the arrival of the product on your doorstep makes you feel like you're the only person in the world that matters.
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So it's like a thing on screen, and I just slice the things out and I put the new text in there to just give everyone perspective.
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And when I look at it, I I think of like what are the ways that you can sprinkle magic into your customers', in this case, sprinkle magic, in the or Pixie Dust, into your customer's experience that makes it so life-changing, which sounds strange, or like, hey, I just sell uh skincare or I just sell whatever pet products or t-shirts.
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How do I make someone's life change?
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When people experience a certain thing in their mind, it it makes their life better just in the experience.
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Maybe the thing doesn't give them joy or happiness of buying it.
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Maybe it does for a little while, but there's this experience that just makes their life better in the process of the thing.
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And so I uh it's funny you said that I just brought, I just quickly searched that.
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Yeah.
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And it's hard to do, it's really hard to do, and you have to be very creative in it.
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Well, I think it's it's funny to think about this and think about how we we do it.
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And when you talk about like a pre-purchase part of someone, some customer's journey, something that I know you do is when Jake, when Jacob comes and says, Hey, there's this person considering our programs, you get on the phone, you send a video, you send a text, whatever it is, you send some kind of communication to this person before they've even bought.
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And I think how can how can maybe any kind of D2C e-com brand do that?
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And so, like through chat support or through just DMs on Instagram or wherever, where people have objections are saying, like, I don't know if this is the right thing, I don't know if this is the right color, the pattern, whatever.
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I don't know if this is for me.
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Imagine if the founder or customer support jumped on a video and said, Hey Jeff, thanks so much for reaching out.
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Yeah, I want to show you this thing real quick.
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Check this out here, here's why I think it would be awesome for you.
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It's crazy to think about because I have never seen that with e-commerce and I we didn't really say at the beginning of this, but talking through things that just don't make sense might just be the best things you could do.
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Yeah, and and we don't know until you try.
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And you know what?
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I'm here's the other thing too.
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In the world of AI, this might get a little nerdy, there's so much production.
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Production is easy, the threshold has been lowered.
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Like you to make an ad previously a static ad could take you forever.
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Now you can pump out 20 or 30 to 1 ratio in the amount of time it takes to used to take one.
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So the the bar is being raised on content output, right?
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Content output is going up so much that eventually, and I mean, people are laggards, there are people that aren't adopting it yet.
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So we still have some time.
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It's not like happening right now, like this is not doom and gloom.
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But how do you separate yourself in a massive trust deficit economy in business world?
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Man, personalization, all that touch, all of the things that don't scale scale.
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And I think this is the problem because someone listening right now is gonna think, well, that doesn't scale.
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Me having someone touch base with someone doesn't scale.
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Me texting or calling or making a video, or or and we're gonna, by the way, we're gonna get into some ideas.
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I know I'm gonna have some really cool ideas we're gonna share with you guys that you could like steal and go use.
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But someone is thinking, because I think this, it doesn't scale.
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But you know what doesn't you know what does scale is when every customer that buys supplements only buys their supplements from you for their entire life.
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And they only refer people to you, that really scales.
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But when nobody ever leaves, that scales.
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When the LTV is 5x this industry standard and the category that you're in, that scales.
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And I think that we spend all of our money getting customers and we don't spend a lot of time or dollars acquiring and keeping and getting referrals from customers and getting those next purchases.
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And I think of like it's kind of like everything goes into ad spend, but how much goes into customer, customer support or customer service or whatever you want to call it.
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I don't like the word customer support because it implies it's reactive.
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We've never said customer support, we've always said like client success.
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We use clients because we don't work with, I guess we call our people clients, not customers.
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So like we have client success.
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So people spend minimum wage on customer success, but they spend all of their dollars on acquiring it.
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But what happened if you flipped that or you and you invested like five percent more into that?
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Like, what would actually happen?
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I think that's a worthy question to ask.
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Yeah, I I yeah, this this topic is so fun for me because like I do think about those some of those experiences that literally it didn't one one standout, one standout for me.
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I was getting to like beard oils and stuff like that.
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And Dollar Beard Club, that was the name of the company.
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They they're probably still around.
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And it was funny because man, even upon cancellation, I still had a great experience.
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And it was so it was so that's a good company when your cancellation policy you're like, oh, that's fucking great.
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And it was yeah, it was just so funny because the founder who was just this beautifully, beautifully bearded man, just massive, what everyone, everyone with a beard aspires to be.
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And he's just walking on the beach, just talking about the friendship we had together as bearded brothers, and how he will never forget me, and like literally just ends with him falling to his knees in the beach and just going, no, and oh, that's so good.
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That locked in my brain, and I haven't been a customer of theirs in years now, but it they are always on my mind that if I'm like if you ever go back, yeah, if you ever go back into that, yeah, it lets beard and yeah, talk about how it's just like you are, and that's obviously a subscription-based model, but you you think about that experience, like give an experience even beyond the customer being at a customer.
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And I it's I don't know, it's it's stuff like that that I think when people start really thinking, they can come up with some really creative stuff.
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So that's why I'm excited to share some things too with the listeners.
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I'm gonna give you an experience that I had with a software last month.
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It was it was like one of the most impressive onboardings I've ever had.
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It was$29 a month software.
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Actually, it's for organic social.
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Anyone who's ever heard of it, it's called Format Finder by One Peak Creative.
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And I think it's it's it's a it's a good, you know, skinned LLM.
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Like obviously, they just laid their frameworks on an LLM, which is fine.
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It's pretty good though.
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Like I still use it.
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And when I'm going in, it was really interesting, and I love it because this is where we're actually, which is what we're building for right now.
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And that is when when I became a customer of theirs and I was going through, there was an onboarding process.
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And what it did was it like walked me through and it leveraged AI to do so much, and it had like it opened up and it was like, tell us about you and has a microphone.
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It says, here's three questions, answer these in as much time as you can and make it very conversational.
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Don't even worry about thinking, just literally say everything that comes to mind about your business.
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I'm like, oh, okay, boom, here's who we serve, here's what we teach, boom, boom, boom, boom, boom, boom.
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And I talk for like two minutes.
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And then I stopped recording, and then it slides me to the next screen and said, This is what we heard.
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Is there anything is this correct?
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If not, hit the little edit button and edit any of the sections.
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So it like categorized all of my answers that it knew about me.
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Why?
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Well, because it's going to personalize my experience.
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And so it just walks me through.
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It said, How many videos are you doing per week now and how many do you want to do?
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So, like, this I went through this experience that was really interesting.
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And it's like curating all of your styles of content based.
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It said you have a conversational tone.
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You have so it analyze all of this, and it's like, here's you need to do a knowledge gap-based video, and here are five different hooks based on this and this and this and your past videos.
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It was a really cool experience.
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Another one that I onboarded with a long time ago that we don't use anymore was called Poppy.
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And Poppy was it's an AI tool as well.
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And uh Poppy, they were calling me relentlessly.
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I was in the tool, and I hadn't booked an onboarding call with them, and I paid for it.
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And they're and I didn't, I'm like, I'm so busy.
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I I just figure tools out.
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They were like calling me, texting me to try to do a one-on-one with me to like just train me on the tool for free.
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I'm like, what the heck?
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And then one day it was like, I'm in the tool, and then I get a text from me.
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He's like, Hey, I see you're hanging out in Poppy.
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You want to finally do your onboarding?
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I'm like, no way, yes, I will do it on.
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And I did an onboarding, and he's like, Great, let's schedule a seven-day check-in.
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I want to see how things go with our game plan.
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We just made for you to use the tool.
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I'm like, it was the crap, that was the best software onboarding.
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That was the most hands-on one.
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Format Finder was automated, less, less manual labor, right?
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That would scale.
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But Poppy went from zero to$500,000 a month as a software.
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I only know that because I know I've seen a lot of podcasts with them in less than a year because they were doing this.
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You can say, Well, it doesn't scale.
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Well, they become a six million dollar company at a year by literally just doing this massive hands-on-touch situation.
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And so those are just two software idea things that happened to me that were really great.
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I think it's crazy to think about$29 a month software.
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Because that if anyone thinks, like, oh, I I can't do this, or I I can't go that far to to really give an incredible experience or a very personalized one-on-one style support.
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You think about a$29 software because you may just cancel within a month or two.
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And so they made a whole 60 bucks on you, but they spent time with you and and they left an impact.
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Because I remember you've shared that story with some other people, and we shared Poppy with customers, and and it it's it was so good.
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I probably sent like 20 or 30 clients to Poppy, and they probably made like at least 20 grand off of me or 10 grand or something like that.
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Yeah, and it's not like they can quantify that and say, oh, because we do these high touch point onboardings, we know that someone's gonna send us X amount of customers.
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Yeah, they have no idea.
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Yeah.
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I so what we kind of want to talk about today, and you're kind of starting to see here, is we want to talk about engineering unforgettable life-changing experiences for your customers.
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And most people don't think about this.
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We're gonna try to convince you.
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Hopefully, by the end, if you're convinced by the end of this, do me a really big favor.
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If you're watching on YouTube, drop a comment and say, I'm convinced that this is the thing that stood out to me that I'm gonna go do.
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Because we're gonna give you a list of ideas of what we're doing and we're gonna share how we think about customer experience.
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In fact, Isaac's full-time gig, he is our director of client experience.
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His entire role is creating incredible experiences for our clients.
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That's that's it.
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And in doing so, we have some of the lowest churn in our business and in our industry.
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We have some of the lowest churn in the industry.
00:19:10.029 --> 00:19:18.509
And it's I love whenever clients come in and they're like a month or a weekend, and they're just like, I don't know how anybody, they're like, you have to have the lowest.
00:19:18.750 --> 00:19:23.069
I someone told me this after they they were in for like a year and a half, and they had text me after the new thing that we did.
00:19:23.150 --> 00:19:30.430
Oh, when we launched the growth tracker for clients, after we launched that for clients, I had one of our one of our clients have been around for a long time.
00:19:30.670 --> 00:19:37.470
She texted me, she's like, You guys, I would be blown away if you don't have the lowest churn in the industry because literally, why would I ever want to leave?
00:19:37.549 --> 00:19:38.829
This is the craziest.
00:19:39.069 --> 00:19:41.950
You guys build the coolest experiences and things ever.
00:19:42.109 --> 00:19:45.470
And so, like when we launched the growth tracker that Isaac built, that we'll talk about in a little bit.
00:19:45.710 --> 00:19:51.149
But I look at it like this dollars, discounted dollars go down to zero.
00:19:51.230 --> 00:19:54.029
Like you could discount your way, but that goes down to zero.
00:19:54.190 --> 00:19:56.669
But value you add to your customers can go to infinity.
00:19:56.750 --> 00:20:06.109
Now I might have a tangible cost with some of it, but some of it can be automated, some of it is a little work, some of it is a lot of work, but value you add to your customers can go to infinity.
00:20:06.269 --> 00:20:19.470
And if you ask yourself the question, what would happen if every customer you ever acquired bought only from you for your category of products and referred all of their friends and family, how much faster would you grow?
00:20:19.549 --> 00:20:20.509
How much more profit would you have?
00:20:20.589 --> 00:20:21.950
How much more would you invest in product dev?
00:20:22.190 --> 00:20:24.750
How much more would you invest in improving the experience?
00:20:24.909 --> 00:20:31.950
How much more pride would your team have in knowing that they work for the best business in that category on the planet?
00:20:32.190 --> 00:20:34.190
How much more pride would they have in that?
00:20:34.349 --> 00:20:50.990
And so that's what we want to dive into today obsessive amounts of customer care and doing things that by all means are not scalable or don't make logical sense, but they do, they can change your entire business, which is what it's really done for us.
00:20:51.549 --> 00:20:52.190
All right.
00:20:52.429 --> 00:20:55.470
Before we get in, there are three books we want to recommend.
00:20:55.710 --> 00:20:58.029
I've read one and a half of these.
00:20:58.190 --> 00:20:59.230
Have you read all three of these?
00:20:59.549 --> 00:21:02.349
I'm still, I'm still working through the the one.
00:21:02.829 --> 00:21:03.149
Okay.
00:21:03.389 --> 00:21:05.149
So there's a book called Be Our Guest.
00:21:05.309 --> 00:21:05.950
It's fantastic.
00:21:06.029 --> 00:21:08.829
It's about Disney and and how they run the show.
00:21:08.990 --> 00:21:12.029
Like they have really a great systems around customer experience.
00:21:12.269 --> 00:21:13.629
Another one, I've not read this one.
00:21:13.869 --> 00:21:15.149
Unreasonable hospitality.
00:21:15.389 --> 00:21:16.029
That's what you have.
00:21:16.269 --> 00:21:16.589
Yep.
00:21:16.669 --> 00:21:16.990
Yep.
00:21:17.309 --> 00:21:19.549
And then the third is never lose a customer.
00:21:19.869 --> 00:21:21.149
That's another really good one.
00:21:21.789 --> 00:21:25.389
So three books, put those on your list, go listen to them, audiobook them.
00:21:25.549 --> 00:21:30.429
Those are gonna just open your mind to holy cow, what can actually happen uh when you do this.
00:21:31.789 --> 00:21:34.269
I look at customer experience on a spectrum.
00:21:34.750 --> 00:21:37.470
So another company I was thinking about as a is Sweetwater.
00:21:37.950 --> 00:21:42.509
Sweetwater, if you guys aren't familiar with Sweetwater, speaking of basses, they sell instruments online.
00:21:42.750 --> 00:21:48.109
They're like they're the retail, it's like a not Guitar Center, Guitar Center went bankrupt.
00:21:48.190 --> 00:21:55.389
But Sweetwater sells instruments and audio gear, and anyone who's listening to this musician or in the audio and like they know who Sweetwater is.
00:21:55.549 --> 00:21:58.909
Sweetwater is like the largest company on the planet doing that right now.
00:21:59.149 --> 00:22:00.269
Multi-billion dollar company.
00:22:00.349 --> 00:22:02.669
I had I had the the founder of it, Chuck Surak.
00:22:02.750 --> 00:22:04.190
He was on my podcast a couple years ago.
00:22:04.349 --> 00:22:07.389
He took a podcast with us two years ago, and we had like no listeners.
00:22:07.470 --> 00:22:08.589
I was so grateful for that.
00:22:08.990 --> 00:22:13.230
This guy's sitting there, and I'm just like, I was like, Chuck, dude, thanks for even talking to me, man.
00:22:13.389 --> 00:22:18.190
You're like, your company's doing billions of dollars a year, and you're just sitting here for like 30, 45 minutes with me.
00:22:18.269 --> 00:22:20.109
It's like, oh yeah, I'm happy to help, man.
00:22:20.349 --> 00:22:21.950
Tells me a story, and it was great.
00:22:22.109 --> 00:22:25.950
So if you don't know Sweetwater, uh, Sweetwater, I'm gonna look at the spectrum.
00:22:26.190 --> 00:22:35.149
On the low-end uh spectrum of customer experience are things you could do that don't cost a lot or are very easy or even automated and cost you nothing but a little bit of setup in the beginning.
00:22:35.309 --> 00:22:41.230
One thing they do that costs them a little bit up front is they send candy with every single shipment.
00:22:41.309 --> 00:22:45.149
They send a little bag that says sweetwater and it has like three pieces of different random candy in it.
00:22:45.309 --> 00:22:47.629
It's like, okay, yeah, it's sweet water, it's kind of cool.
00:22:47.710 --> 00:22:48.669
Like uh, but you know what?
00:22:48.750 --> 00:22:52.029
Everyone starts to expect it, everyone's like, oh, candy, you know.
00:22:52.429 --> 00:22:53.470
Is that a Tootsie roll?
00:22:53.629 --> 00:22:53.789
You know?
00:22:54.190 --> 00:22:56.509
I said I prefer the candy over any gear I buy.
00:22:56.669 --> 00:23:02.269
That's the I'm I'm hunting through all my I just had a package here just the other day, and I'm hunting for that candy, and I'm like, where's my lunch?
00:23:02.429 --> 00:23:06.190
It's kind of and it had like the Smarties and then the mint, and I was I was really absurd.
00:23:06.429 --> 00:23:07.149
Disappointed, yeah.
00:23:07.549 --> 00:23:08.109
Oh man.
00:23:08.669 --> 00:23:09.789
So they send candy.
00:23:09.869 --> 00:23:11.069
That's the low end of the spectrum.
00:23:11.149 --> 00:23:20.509
On the high end of the spectrum, Sweetwater has a a uh a rep team that basically every customer that buys from them is assigned a rep.
00:23:20.829 --> 00:23:23.869
And and here's what happens on the entire in-between the spectrum.
00:23:24.029 --> 00:23:27.230
Every rep checks in with their customers.
00:23:27.389 --> 00:23:28.589
It's it's ridiculous.
00:23:28.669 --> 00:23:32.669
They'll they'll call, he'll go, uh Brian is the guy's name who works with me, and he'll call him.
00:23:32.750 --> 00:23:36.349
It was Trevor before that for like four years, and now it's Brian for the last five or six years.
00:23:36.509 --> 00:23:39.950
And Brian will call and check in, and he'll know, because I usually buy stuff for our church.
00:23:40.029 --> 00:23:41.389
He'll be like, hey, how's the church doing?
00:23:41.710 --> 00:23:42.750
Like, what do you guys work on?
00:23:42.829 --> 00:23:45.470
Any projects you have coming up that we can kind of serve you guys and help with?
00:23:45.629 --> 00:23:53.389
Like he'll email, he'll text or call, and then whenever I'm on Sweetwater's website, it knows that Brian is my rep if I'm logged into my account.
00:23:53.470 --> 00:23:57.389
So everywhere I go, there's a hey, chat with Brian and ask Brian a question.
00:23:57.549 --> 00:24:01.069
And then anything that's going on, Brian is everywhere.
00:24:01.230 --> 00:24:05.309
I place an order, I get a receipt from Sweetwater, and immediately there's this email that's automated.
00:24:05.389 --> 00:24:06.029
It comes from Brian.
00:24:06.190 --> 00:24:08.349
Hey, just want to let you know, here's a timeline, here's what you can expect.
00:24:08.429 --> 00:24:11.629
We should have a shipped out, you should see in the next two to three days, blah, blah, blah, blah, blah.
00:24:11.789 --> 00:24:13.149
And then Brian will text me.
00:24:13.309 --> 00:24:17.149
He will call me and he will leave me a voicemail if he does if I because I never pick up my phone.
00:24:17.470 --> 00:24:21.230
He will call and leave a voicemail being like, Hey Josh, it's Brian, Manover Sweetwater.
00:24:21.389 --> 00:24:21.789
Just want to call.
00:24:21.869 --> 00:24:23.789
Saw you order come through for the boom, boom, boom, boom, boom.
00:24:23.950 --> 00:24:24.909
Just want to say thank you.
00:24:24.990 --> 00:24:26.349
I always appreciate your business.
00:24:26.589 --> 00:24:27.869
Uh let me know if there's anything I could do.
00:24:27.950 --> 00:24:30.669
And also, by the way, I saw you order this.
00:24:31.389 --> 00:24:33.069
And I if you want.
00:24:33.549 --> 00:24:38.669
I know it's like right now, but I would I might recommend getting this with that because of the frequencies of whatever.
00:24:38.909 --> 00:24:46.349
Like he just knows the bandwidths of the frequencies of the different wireless mic pack, and he like suggests something different based on our need.
00:24:46.429 --> 00:24:48.190
And I'm like, yeah, sounds good.
00:24:48.269 --> 00:24:50.190
He's like, great, we'll just add it to your bill.
00:24:50.349 --> 00:24:56.909
It like so they're ex they have mastered from small spectrum to big spectrum decision making of sales reps.
00:24:57.069 --> 00:24:57.389
It's crazy.
00:24:57.549 --> 00:24:59.470
I love I gotta shout out mine, Kevin.
00:24:59.629 --> 00:25:00.669
He's a he's a G.
00:25:00.990 --> 00:25:09.230
He uh it's so funny because even when I buy like a$10 piece of equipment that Sweetwater is inevitably not making money on because of shipping, I still get a call.
00:25:09.389 --> 00:25:12.349
And like it's like, hey, appreciate you buying that cable.
00:25:12.509 --> 00:25:18.669
And then we'll talk for 30 minutes about something completely unrelated, whether it's like, hey, how's the church going or how's this install going?
00:25:18.829 --> 00:25:19.230
Whatever.
00:25:19.309 --> 00:25:24.269
Uh but we we got talking for like 30, 40 minutes one time just about cameras and video stuff.
00:25:24.509 --> 00:25:31.950
And he ended up like sending me this home video thing he just made where he actually composed all the music, and it was incredible.
00:25:32.029 --> 00:25:33.230
And like he'll just check it.
00:25:33.309 --> 00:25:37.629
Sometimes he'll check in and I'm like, oh hey man, thanks for talking, or asking about the gear, and he'd be like, Yeah, yeah, yeah.
00:25:37.710 --> 00:25:40.990
Anyway, so any new uh video projects or photo projects you're working on?
00:25:41.069 --> 00:25:42.509
And it's so completely unrelated.
00:25:42.669 --> 00:25:47.309
I've never bought a lick of photo video from Sweetwater, but that's all I talked to with my rep.
00:25:47.710 --> 00:25:49.149
Yeah, and it's crazy.
00:25:49.230 --> 00:25:54.109
Like, imagine anyone listening or watching right now, if you called or texted everyone of your customers.
00:25:54.269 --> 00:26:02.190
I did this exercise, I did the no marketing allowed exercise years ago for a group of clients, and and I was just curious to see what they all came up with.
00:26:02.269 --> 00:26:05.309
And and there was one guy was like, I was like, let's share what's going on.
00:26:05.470 --> 00:26:11.389
One guy was like, hey, and he's doing like$150,000 a month selling like apparel-based products.
00:26:11.629 --> 00:26:19.069
And he said, Almost every customer that comes through, I'll film a Bonjuro.
00:26:19.230 --> 00:26:23.629
If you're not familiar with Bonjuro, you could literally just film a little video and then you can email to people.
00:26:23.789 --> 00:26:27.069
And so he'll literally be like, Hey Isaac, this is Bonnie.
00:26:27.230 --> 00:26:28.990
Saw you just picked up the ABC shirt.
00:26:29.069 --> 00:26:30.029
Just want to say thank you.
00:26:30.109 --> 00:26:33.309
I appreciate you, and just want to wish you a magical day.
00:26:33.470 --> 00:26:34.269
And that's it.
00:26:34.509 --> 00:26:40.589
Sends a thing, gets crazy responses, has a Facebook group with like a hundred thousand people in there.
00:26:40.750 --> 00:26:46.109
You get in the Facebook group, and then has he's a tribe of people that support him, building community.
00:26:46.269 --> 00:26:48.909
And it's like, you would say that doesn't scale.
00:26:49.069 --> 00:26:50.509
It's like, yeah, maybe not the founder's time.
00:26:50.669 --> 00:26:51.470
Like, do it at the beginning.
00:26:51.549 --> 00:27:00.909
Like, you could lead the way, you have to role model this level of obsessive customer care, and then it trickles down in the organization, and you have to like lead the way in that.
00:27:00.990 --> 00:27:07.309
And so if you're listening right now and you're like, I don't we don't do any of this stuff, just try this stuff for yourself as a starting point.
00:27:07.549 --> 00:27:16.669
I so I remember him at our event a couple years ago, and it was funny because in between sessions, I remember you just see him recording videos, and it was so funny.
00:27:16.750 --> 00:27:19.629
He's just outside, and you see him on the patio, like, hey, thanks so much.
00:27:19.869 --> 00:27:29.869
And uh it's I think what's really funny, and something a bit of encouragement I have for anyone that may be listening or watching and saying, like, oh, but I'm just so terrible on camera, I'm just so bad on camera.
00:27:29.950 --> 00:27:38.750
It's like, dude, listen, you can only get better by doing it, and plus, bonus, people love the authenticity, they love the the stumbles.
00:27:39.149 --> 00:27:41.069
Hey, Jeff, thank you so much.
00:27:41.230 --> 00:27:42.990
Like, dude, so excited.
00:27:43.069 --> 00:27:46.269
Like, they love that because it feels real, it feels human.
00:27:46.429 --> 00:27:52.190
It's not this email that you perfectly typed or threw through your chat GPT and said, make this better.
00:27:52.429 --> 00:27:54.750
You know, it's it feels so personal, feels so authentic.
00:27:54.829 --> 00:27:57.149
And and people love that, especially in this digital world.
00:27:57.309 --> 00:28:00.829
It's the reason snail mail is coming back because it feels real, it feels tangible.
00:28:01.069 --> 00:28:03.869
And so when they see that person on video, it makes a world of a difference.
00:28:03.950 --> 00:28:06.029
And that I think that's such an easy thing to start doing.
00:28:06.190 --> 00:28:10.509
And if you don't want to be on camera, by the way, with Bon Juro and stuff, because we have other clients that do that.
00:28:10.669 --> 00:28:12.269
You could you could pick up the phone and call them.
00:28:12.349 --> 00:28:14.990
And when they don't pick up, you leave them a voicemail and you shoot them a text.
00:28:15.230 --> 00:28:16.269
And so, like, we do this right now.
00:28:16.349 --> 00:28:25.389
So if someone like downloads any of our free stuff, if they pay for one of our$17 courses, it's like Heather will pick up the phone and Heather be like, hey, so and so, this is Heather.
00:28:25.629 --> 00:28:27.389
We just want to thank you, blah, blah, blah, blah, blah.
00:28:27.789 --> 00:28:30.909
And so if you have any issues getting in, just feel free to call me back.
00:28:30.990 --> 00:28:33.710
I'm gonna shoot you text after this, uh, just let you know it's me.
00:28:33.789 --> 00:28:37.309
And she'll text and be like, Hey, this is Heather, just want to let you know I'm not an AI robot.
00:28:37.389 --> 00:28:40.190
You can just go ahead and hit me up if you have any issues, and blah, blah, blah.
00:28:40.349 --> 00:28:42.829
So, like, it doesn't have to be that.
00:28:43.069 --> 00:28:50.269
Any degree of doing something that's personal touch, something that is gonna go more than what you're doing, is worth trying.
00:28:50.509 --> 00:28:52.589
We have clients that have taken this to the next level.
00:28:52.669 --> 00:28:54.509
Like, they get a separate phone line.
00:28:54.589 --> 00:28:55.950
So they're blue bubbles, you know.
00:28:56.109 --> 00:29:03.069
So they'll get like a separate phone line, and they will literally, at the end of every day, they'll get in and just sh just one of them will templated, right?
00:29:03.149 --> 00:29:06.829
You're just texting all these people, or they'll have a team member texting all these people.
00:29:06.909 --> 00:29:12.589
And the problem is, two clients that come to mind that both have done that in the last year and a half since I recommended this.
00:29:12.669 --> 00:29:16.269
I did, I I forget what I recommended this in one workshop or something, something, sometime.
00:29:16.509 --> 00:29:20.990
And they did it, and both of them, I had checked in with them in the last month or two.
00:29:21.389 --> 00:29:22.669
I was talking to each of them about that.
00:29:22.750 --> 00:29:24.269
I said, Are you still able to do that?
00:29:24.429 --> 00:29:30.349
And one of them is like, he goes from like$60,000 a month or so, and he's doing like pushing half a million dollars a month.
00:29:30.429 --> 00:29:33.389
He's like, We literally cannot, I cannot even keep up.
00:29:33.470 --> 00:29:39.389
We have to figure out the next level of that because I was doing it all the way until about two or three hundred thousand dollars a month in revenue.
00:29:39.470 --> 00:29:40.750
And I'm like, good for you.
00:29:40.829 --> 00:29:41.629
That's amazing, right?
00:29:41.710 --> 00:29:48.829
But like that's the level of what does scale is when customers only buy from you and they come back and their LTV is five times higher.
00:29:48.909 --> 00:29:51.389
And so I think that everybody has to really consider that.
00:29:51.470 --> 00:29:53.869
All right, let's go ahead and we've been talking about this for a while.
00:29:54.190 --> 00:29:55.629
Let's get to some nitty-gritty.
00:29:55.710 --> 00:30:03.149
What I'm thinking, Isaac, let's share just some funsy things that maybe we've done, and then let's share lots of ideas that people can do.
00:30:03.230 --> 00:30:07.149
And some of the things we've done, some of you can actually steal if you really want to.
00:30:08.269 --> 00:30:11.549
All right, so I'll start us out and then maybe you throw one in here.
00:30:11.869 --> 00:30:12.509
Is that all right?
00:30:12.589 --> 00:30:12.829
Yep.
00:30:12.990 --> 00:30:13.389
All right, cool.
00:30:13.470 --> 00:30:13.950
Let's do it.
00:30:14.190 --> 00:30:16.349
So something really unique that we do.
00:30:16.990 --> 00:30:17.950
I wrote this down.
00:30:18.029 --> 00:30:23.309
This is just this is super silly, but it's it's super rewarding and it makes a lot of sense.
00:30:23.389 --> 00:30:26.669
Uh, we will we observe, we like we obsess over the data we get on our clients.
00:30:26.750 --> 00:30:29.549
We we capture a lot of information, but we just pay attention.
00:30:29.789 --> 00:30:34.349
When we notice something, like a client win, or we notice the loss of a loved one, we send flowers.
00:30:34.429 --> 00:30:35.869
We literally have a bereavement budget.
00:30:35.950 --> 00:30:38.349
Like we will spend money on bereavement.
00:30:38.429 --> 00:30:42.509
We will send person, not just like flowers, like we will send personalized gifts.
00:30:42.669 --> 00:30:49.230
If we find out someone's in the hospital or someone loses a loved one, or they lose a pet or they or they have some massive win.
00:30:49.389 --> 00:30:51.069
I remember one of our clients named a manage.
00:30:51.149 --> 00:30:56.750
One day she had like a it was a$16,000 ROAS just because they had spent 51 cents in the day and she got an order.
00:30:56.829 --> 00:31:00.669
And it was just a she made a post, man, if I could just keep this, it was just a joke in the community.
00:31:00.829 --> 00:31:04.990
So we get this entire trophy made that says plaque a plaque made.
00:31:05.230 --> 00:31:09.789
It's like, congratulations on your 16k ROAS, and we ship it to her.
00:31:09.869 --> 00:31:13.629
And it's just like silly stuff like that is a lot of fun.
00:31:13.710 --> 00:31:18.349
When you just pay attention and you just do that kind of stuff for your customers, it's just an absolute blast.
00:31:18.669 --> 00:31:19.549
Yeah, it's been fun.
00:31:19.629 --> 00:31:30.109
One of my favorites, not now, it's not fun and not my favorite when pets pass away, but one of my favorite types of gifts that we've done, these personalized kind of like watercolor portraits.
00:31:30.349 --> 00:31:41.950
It's so with technology now and our artists on Etsy, like there's also so many ways you can do this, but it's it has been really cool to create these customized pieces that people can remember their loved ones by.
00:31:42.109 --> 00:31:43.470
And it doesn't take a lot of time.
00:31:43.629 --> 00:31:44.909
It doesn't take a lot of time at all.
00:31:45.069 --> 00:31:46.909
But yeah, yeah, it it's fun.
00:31:46.990 --> 00:31:47.869
It's definitely fun.
00:31:47.950 --> 00:31:48.669
I love that.
00:31:48.990 --> 00:31:56.829
Another thing you could do is text your highest value, lifetime value customers.
00:31:56.990 --> 00:32:03.789
Like just shoot them a text, like break them all out and say, anyone who's placed over 10 orders, that's gonna be a very select few.
00:32:03.869 --> 00:32:06.589
It's so small that you could just do this yourself.
00:32:06.750 --> 00:32:09.470
You could probably, unless you have over 100,000 customers, you probably can't.
00:32:09.629 --> 00:32:16.589
But like if you have a few thousand customers or less than 10,000, you probably the amount that have paid 10 gotten 10 orders or more are very, very few.
00:32:16.669 --> 00:32:18.029
They're your longtime customers.
00:32:18.190 --> 00:32:26.909
So, what would it mean if you picked up the phone and you called them after their next order and you thanked them for it and you said, Hey, John, just want to say thank you so much for this order.
00:32:26.990 --> 00:32:28.190
This is your 13th order with this.
00:32:28.349 --> 00:32:28.990
Did you know that?
00:32:29.149 --> 00:32:30.109
You're freaking awesome.
00:32:30.190 --> 00:32:31.549
Like, we're so grateful for you.
00:32:31.629 --> 00:32:36.429
Uh just let you know we're refunding that order, we're sending it anyway, and we're gonna send some additional goodies just to say thank you.
00:32:36.669 --> 00:32:38.829
What would happen if you did that to your top customers?
00:32:38.909 --> 00:32:40.109
Do you think we'll come back again?
00:32:40.429 --> 00:32:41.149
You know what I mean?
00:32:41.309 --> 00:32:42.750
The dogs are going crazy upstairs.
00:32:42.909 --> 00:32:47.549
If you guys can hear that in the microphone, they're like two, we have two office dogs and they're going ham up there.
00:32:47.710 --> 00:32:48.990
Okay, that's another fun thing.
00:32:49.069 --> 00:32:49.950
What else you got?
00:32:50.429 --> 00:32:56.829
I think as far as these are this this is a small idea, and I know you've seen it before.
00:32:57.069 --> 00:33:02.269
Have you ever gotten a product where it has an extra piece in it?
00:33:02.589 --> 00:33:03.789
Or even like a tool.
00:33:04.349 --> 00:33:14.269
And it's interesting to think about because uh I was assembling some some furniture at my house that was shipped in and assembling it, and then there's always a few pieces, or even better, even better example, Legos.
00:33:14.509 --> 00:33:19.069
We love Legos in our household, and there's always a few extra pieces of the small ones that you always lose.
00:33:19.230 --> 00:33:20.829
The kids inevitably lose lose.
00:33:20.990 --> 00:33:27.389
And there's a few extra pieces in the packaging, and it's so silly, especially when you think about Lego and the profit margin, it's insane.
00:33:27.710 --> 00:33:38.109
But that small act feels like they just served me because they said, Hey, listen, we already know you're gonna probably lose this, so let's hook you up with this, this, this extra piece here.
00:33:38.269 --> 00:33:44.190
Or even I bought a massive piece of equipment once for my event business and it had the tool to assemble it.
00:33:44.589 --> 00:33:50.750
And it sounds again sounds so dumb and so easy because we always get the little Allen wrenches with the the IKEA furniture or whatever.
00:33:50.829 --> 00:33:58.269
I don't do they actually actually do they include I don't know if they do, but regardless, some some furniture pieces, you may get an Allen wrench or the screwdriver, whatever.
00:33:58.990 --> 00:34:01.950
And it that small act makes a world of a difference.
00:34:02.109 --> 00:34:12.829
That it's not this high, high touch point, high resource element, but it's also the small idea that can work some serious wonders in the experience while it's just so so tangible.
00:34:12.990 --> 00:34:13.389
Yeah.
00:34:13.789 --> 00:34:16.829
I'm gonna go to the lower level of the spectrum.
00:34:16.990 --> 00:34:18.670
This is pre-purchase.
00:34:19.470 --> 00:34:21.150
Do more work on your website.
00:34:21.550 --> 00:34:22.990
Like make the messaging so clear.
00:34:23.150 --> 00:34:29.950
Like the if the goal is to give someone a great experience, it's not just when they become a customer, it's like, what's the experience leading up to it?
00:34:30.030 --> 00:34:32.670
Not like, oh, hey, when you become a customer, it's gonna be a great experience.
00:34:32.750 --> 00:34:33.710
It's like, no, no, no, no.
00:34:33.950 --> 00:34:43.789
Before that, we're gonna treat you like royalty and we're gonna make your life so easy that if you're the right fit for this product or this product's right fit for what you need, we're gonna make it so abundantly clear.
00:34:43.950 --> 00:34:51.630
Like we can show, hey, compatibility guides, we can show sizing guides, we can make sure that the messaging talks about the true pain that it solves.
00:34:51.789 --> 00:34:56.590
We could say what's included and even clarify what you'll need to buy additionally from this.
00:34:56.670 --> 00:34:59.789
So I would say that the front-end experience is important.
00:34:59.950 --> 00:35:09.789
It's not that, and this is the this is counter to what, you know, if we're in a coaching session teaching someone to like maximize conversion rate, I would not be saying or maximize that performance.
00:35:09.869 --> 00:35:11.950
I wouldn't say just go spend a lot of time on your website.
00:35:12.110 --> 00:35:16.510
So there's like a measurement of time you should spend on this, but it's not like all of the time in the world.
00:35:16.670 --> 00:35:20.190
But there is a difference when you're buying from something that feels branded, right?
00:35:20.269 --> 00:35:22.349
Where you feel like all the experience is really, really good.
00:35:22.590 --> 00:35:28.510
A brand, uh, a company that I really love uh buying from from like an experience standpoint is uh True Classic Tees.
00:35:28.670 --> 00:35:31.070
There, it's it they have videos that show the stretch.
00:35:31.230 --> 00:35:32.909
That's what I'm wearing actually right now, ironically.
00:35:33.070 --> 00:35:38.429
So like they show the stretch of the shirt, they have videos in there, they explain all the sizes, the package.
00:35:38.510 --> 00:35:40.429
Like it's an educational-based thing.
00:35:40.510 --> 00:35:45.150
It answers all the objections and the questions before they can become questions and objections.
00:35:45.309 --> 00:35:56.829
So on the lower end of this, there are things you can do one time and it will be done, but it will increase, it will help with conversion, but more importantly, it's gonna make this experience that makes people want to buy from you.
00:35:56.990 --> 00:35:59.150
And I'll give you one more crazy example.
00:35:59.389 --> 00:36:02.110
I forget the name of the company I just came across and I loved it.
00:36:02.190 --> 00:36:08.269
I was on their website and they're using an app, I believe, called Aliyah A-L-I-A, which is a pop-up tool.
00:36:08.349 --> 00:36:23.550
And for their welcome pop-up, instead of just popping up and saying, instead of popping up and saying, Hey, thanks for, you know, you want 15% off your first order, it popped up and it said, Gamble with us, and let's see if we can gamble, play some blackjack with us, and we'll see what kind of discounts you get.
00:36:23.710 --> 00:36:26.990
And it's funny, if you beat the house, you get a discount.
00:36:27.070 --> 00:36:28.829
And then it says double or nothing.
00:36:28.990 --> 00:36:34.829
So, like literally, you're on there and they're the house, and it's like, and it shows you the cards and it shows you the one card.
00:36:34.909 --> 00:36:35.950
It's like pick the next card.
00:36:36.030 --> 00:36:39.070
And I was like, and it threw it to mine, and then the house picks flips theirs.
00:36:39.230 --> 00:36:41.789
And then it's like, ah, you lost to the house.
00:36:41.949 --> 00:36:44.349
And then it's like, but you're still a winner of our eyes.
00:36:44.429 --> 00:36:45.549
We'll give you a little discount.
00:36:45.710 --> 00:36:56.670
But when you beat the house, then it then it the screen slides, and then it says, and then it's like double or nothing, and it's like throw one more card, the highest one loses.
00:36:56.829 --> 00:37:04.269
And so you like choose to flip the card or whatever, and then it flips it over and they flip theirs over, and then if so, you get uh you get a higher discount.
00:37:04.429 --> 00:37:07.389
It's really clever, and I'm like, this was a lot of fun.
00:37:07.469 --> 00:37:10.670
And then it could say play another hand, and then you could just keep playing with it.
00:37:10.829 --> 00:37:13.710
So, like, even that is just fun.
00:37:14.269 --> 00:37:18.349
Now tell me if I'm wrong, does that help any kind of organic ranking on Google or anything?
00:37:18.509 --> 00:37:18.909
No idea.
00:37:19.150 --> 00:37:20.509
The amount of time you're spending on their site.
00:37:20.829 --> 00:37:21.630
Oh, that's an interesting idea.
00:37:21.949 --> 00:37:22.190
Random.
00:37:22.269 --> 00:37:22.909
But I don't know.
00:37:23.230 --> 00:37:26.750
I think here here's what's fun to think about and probably important to think about.
00:37:26.909 --> 00:37:36.110
I think when you sell a product that maybe is not extremely unique in the sense of there's like a highly saturated market, we use liquid death a lot.
00:37:36.190 --> 00:37:39.869
We've talked about magic spoon when you're trying to stand out in a cereal market and a water market.
00:37:40.110 --> 00:37:47.389
But more recently, we had someone join our program, Ian, with the energy drink, which is what I have right here on the table.
00:37:47.789 --> 00:37:51.549
We were talking, and and that was the one of the first things that came up was the website.
00:37:51.630 --> 00:38:04.909
Because you know, if you if you sell this product that again, someone can go to the store, someone can go to any other website and find a similar product, even if it's not the same flavor, same ingredients, same formula, whatever, you still got to create some kind of experience because you got to stand out in some way.
00:38:04.989 --> 00:38:11.469
That's not just saying we have this really unique thing, like jewelry, jewelry made from seashells in New Zealand.
00:38:11.630 --> 00:38:15.549
You don't have this really unique, if you don't have this really unique thing, you gotta stand out in some other way.
00:38:15.710 --> 00:38:17.949
And so I it's a I don't know.
00:38:18.110 --> 00:38:26.670
I'm with you on saying, like, hey, we do want to focus on ad performance, but man, there's gotta be some love, some effort in that website experience, even if it's just starting points.
00:38:26.909 --> 00:38:36.670
And I would say this this is the thing that sucks, is that the math has to still work, but it's not super quantifiable.
00:38:36.989 --> 00:38:39.630
That's the heart, that's the part that kills me as a marketer.
00:38:39.710 --> 00:38:45.710
I'm like, how do I quantify your salary and comp structure?
00:38:46.190 --> 00:38:48.509
You know, how do you because that's what your job is, right?
00:38:48.590 --> 00:38:53.230
And if anyone's listening to this, they're like, well, it's gonna take more time, and maybe someone eventually will do that full time, it'll be their thing.
00:38:53.309 --> 00:38:54.989
It's like, how do you quantify that?
00:38:55.070 --> 00:38:58.590
And it's like you almost don't, you have to just believe.
00:38:58.750 --> 00:39:04.909
It's kind of like you just have to believe that this will pay off in the long, long run.
00:39:05.309 --> 00:39:10.269
And and that's just, I just, I truly, I truly do, I truly do believe it.
00:39:10.429 --> 00:39:12.989
Same thing when we have done live events.
00:39:13.230 --> 00:39:18.989
Live events, we're like, we believe that this will bring our community together, even though the cost is great.
00:39:19.230 --> 00:39:20.429
And you know what's happened?
00:39:20.509 --> 00:39:28.750
We looked and we have a really high retention of people that attend our live events because they feel connected and they gain a lot of value and it's a ton of fun, and we get to hug them and spend time with them.
00:39:28.829 --> 00:39:36.909
And uh it's like there are bets that you take, and and and even if you're kind of nervous, take a smaller bet on just trying something.
00:39:37.070 --> 00:39:40.670
What happens if you personally text every customer and when they respond, you respond back?
00:39:40.829 --> 00:39:41.710
It's that kind of stuff.
00:39:41.789 --> 00:39:46.509
I'll give you another, I'm gonna go on the high, let's go higher spectrum, like more out there examples.
00:39:46.670 --> 00:39:48.029
And you were sharing some earlier this morning.
00:39:48.110 --> 00:39:50.909
I forget what they were, but they were the valet, like some of those are really interesting.
00:39:51.309 --> 00:40:02.429
There's like, I want you to think of like low spectrum, easy things to do, and then there's this spectrum of much larger things you could do that I believe you should just dream about and have no idea how to do it.
00:40:02.590 --> 00:40:06.909
And eventually you'll start to figure out some version of that or how to do it.
00:40:06.989 --> 00:40:08.989
But you were sharing some this morning, they were kind of interesting.
00:40:09.309 --> 00:40:14.269
From the Unreasonable Hospitality, which is that book that I absolutely love.
00:40:14.509 --> 00:40:22.429
Like I had the audiobook, I had the physical book, reading through it, listening to it, and it's it's a high-end restaurant, this this rest restauranteer, I think they call him.
00:40:22.590 --> 00:40:25.309
He manages restaurant, Will Gadera, I think.
00:40:25.389 --> 00:40:27.549
I don't know if I'm saying his name right, but great book.
00:40:27.630 --> 00:40:31.230
Everyone needs to listen to it, even if you're not in the restaurant business, because he wrote it for everyone.
00:40:31.469 --> 00:40:36.989
But he had this 95-5 rule, 95 slash five.
00:40:37.150 --> 00:40:41.389
And it was you running your you run your business on 95% penny to penny.
00:40:41.469 --> 00:40:45.150
Like you you make sure everything's appropriately spent and used and managed perfectly.
00:40:45.309 --> 00:40:50.909
That other last remaining five percent, you spend it foolishly on purpose.
00:40:51.549 --> 00:40:58.190
And so one of the examples absolutely loved, I think it's right at the beginning of the book he used it, when people would walk into his restaurant.
00:40:58.429 --> 00:41:01.630
This was a specific example, uh, you had to have reservations.
00:41:01.710 --> 00:41:04.349
It's like I think it's now a five-star Michelin restaurant.
00:41:04.509 --> 00:41:15.630
So you had to have reservations, plates were no less than$300, and people would walk in, they would already have their names, they would already the hostess would already know their names, their faces.
00:41:15.789 --> 00:41:22.670
They would LinkedIn search, Facebook search them, and every hostess knew every single person walking in through that door, and they knew the reason they were coming in.
00:41:22.750 --> 00:41:26.909
They may have special little trinkets and things at their actual table, just fun stuff.
00:41:27.230 --> 00:41:28.509
They did all kinds of fun stuff.
00:41:28.750 --> 00:41:30.670
Again, read the book, it's it's phenomenal.
00:41:30.909 --> 00:41:44.750
But one specific story stood out to me was this couple walked in a little disheveled, they couldn't find parking, and so they were they were walking downtown New York and they were they got to the restaurant for the reservation on time, and the hostess was like, Oh, you know, where did you park?
00:41:44.829 --> 00:41:47.230
You know, we want to be sure to validate your parking if we need to.
00:41:47.389 --> 00:41:52.670
And the couple was like, Ah, we couldn't find anything low nearby, so we had to park a couple blocks away.
00:41:52.989 --> 00:41:56.190
And so they get seated, get started with their wonderful dinner.
00:41:56.429 --> 00:42:16.989
In the meantime, the hostess got their keys, went and found their car, and reparked it in some valet parking nearby the restaurant, paid the bill, and then at the end of dinner, then told the the customer, hey, your car's been moved, here's your ticket, your valet ticket to go get it, retrieve it.
00:42:17.230 --> 00:42:28.989
And it's just crazy because again, you talk about quantifying, you talk about how do you how do you in your in your mathematical brain say, here's our budget, or here's what we're with.
00:42:29.389 --> 00:42:36.269
You can have a threshold, but like saying, here's what we're gonna spend, it's hard to do that sometimes because imagine that couple.
00:42:36.429 --> 00:42:41.630
Like they are all they're gonna rave about this restaurant, they're gonna rave about the service they got.
00:42:41.789 --> 00:42:43.630
Just one more, one more, because really quick one.
00:42:43.869 --> 00:42:46.190
A couple was there and it was their last day in New York City.
00:42:46.349 --> 00:42:49.309
They were at they were foreigners, or they just first time in New York.
00:42:49.389 --> 00:42:53.389
I can't remember the background there, but they Well, they're all foreign to New York if it's the first time.
00:42:54.190 --> 00:42:54.590
True.
00:42:54.750 --> 00:42:58.110
But they really wanted a New York hot dog and they never got it.
00:42:58.269 --> 00:43:06.670
So the hostess went out, found a new uh hot dog cart, bought hot dogs, brought it back to the chef in the restaurant.
00:43:06.750 --> 00:43:12.509
He dressed up the hot dogs and they got to enjoy New York style hot dogs before they left the city.
00:43:12.670 --> 00:43:15.389
And it's just, it's just again, who thinks of that?
00:43:15.710 --> 00:43:22.429
We're a restaurant, we're gonna bring in some random small little hot dog cart food in and serve that at our Michelin star restaurant.
00:43:22.590 --> 00:43:26.909
I mean, it's just it's just, I don't know, so so bizarre and just mind-opening.
00:43:27.230 --> 00:43:30.909
A couple months ago, we had a client that had lost her grandpa.
00:43:31.070 --> 00:43:33.869
She lost one or two of her pets in a two-month period of time.
00:43:34.029 --> 00:43:35.869
She was going through a really, really tough time.
00:43:36.190 --> 00:43:37.389
She's just bad headspace.
00:43:37.549 --> 00:43:46.429
She ended up having to get like this surgery that was not planned, which made she had been practicing to like try out for like this musical that she had she wanted to go play, she wanted to be in.
00:43:46.509 --> 00:43:49.150
And it's like just the perfect storm of everything going wrong.
00:43:49.389 --> 00:43:53.389
And uh, I caught wind of it, and then I I I looked at Rob.
00:43:53.710 --> 00:44:00.989
Rob's our director of commute coaching community, and I was like, You want to go drive to New York because they're like five hours away in New York.
00:44:01.070 --> 00:44:04.509
I was like, You want to go to New York and just surprise them and spend a day with them?
00:44:04.590 --> 00:44:05.949
And he's like, dude, heck yeah.
00:44:06.110 --> 00:44:13.549
So we literally hop in the car a few days later, and it and I timed it on a day where I had a one-on-one scheduled with them.
00:44:13.630 --> 00:44:25.630
And so we're doing this one-on-one session, and literally, so Rob's, I'm like, Rob is like driving in the car and I'm on my laptop, and I was like, hey guys, sorry, I'm I'm like, I'm on the road, so I have to do a little coaching on the go here, if that's okay.
00:44:25.710 --> 00:44:26.909
I'm like, no, no, that's totally fine.
00:44:26.989 --> 00:44:32.909
And and so we're doing it, and so we're there, and I'm like, I pick up my laptop and I'm like, yeah, yeah, hold on a second.
00:44:32.989 --> 00:44:35.309
Sorry if my my wife gets a little choppy here.
00:44:35.469 --> 00:44:39.549
And then I literally go in there, like, is that our driveway?
00:44:39.710 --> 00:44:40.750
Are you at our house?
00:44:40.909 --> 00:44:46.750
You know, and then like, of course, it's this whole special thing, and then we go to dinner with them, we spend the whole next day, and then I do like this.
00:44:46.989 --> 00:44:48.349
I spend we spend the next day with them.
00:44:48.429 --> 00:44:50.509
So it's like stuff like that makes no sense.
00:44:50.670 --> 00:44:53.150
I'm like, quantify that, no idea how.
00:44:53.389 --> 00:44:57.230
All I know is that client is I want that client for life.
00:44:57.309 --> 00:44:59.150
I want to grow with them forever, and they're amazing.
00:44:59.309 --> 00:45:03.309
And and and any client listening that's like, hey, can you fly out and hang with me for a day?
00:45:03.469 --> 00:45:04.670
I don't want to set the precedent.
00:45:04.829 --> 00:45:05.789
That's all that we do.
00:45:06.029 --> 00:45:08.110
But I just those are things that come to our minds.
00:45:08.190 --> 00:45:22.190
We had a we had a group here, and this is where, by the way, you have to be the one that leads the way on noticing the small things and then going above and beyond to curate and engineer experiences for your customers.
00:45:22.349 --> 00:45:24.909
And and if you do it, it trickles down to your team.
00:45:24.989 --> 00:45:32.909
And so a good example of this is we've been doing this so long, we've started obsessing over this so much that we had a few months ago, we held a mastermind here.
00:45:32.989 --> 00:45:35.869
We had our second floor renovated, brand new offices and stuff.
00:45:35.949 --> 00:45:38.029
And we're like, we're gonna host our first mastermind here ever.
00:45:38.110 --> 00:45:39.789
We had like 20 something people here.
00:45:39.949 --> 00:45:40.750
It's really special.
00:45:40.909 --> 00:45:43.789
But the closing night, we're like, we want to host this closing dinner.
00:45:43.949 --> 00:45:45.389
Let's do something really unique.
00:45:45.549 --> 00:45:52.110
And so Isaac and Bree, who's my executive assistant, they get together and they built this really cool experience.
00:45:52.269 --> 00:45:53.630
And I'm gonna walk everyone through it.
00:45:53.710 --> 00:45:55.070
This is probably makes no sense.
00:45:55.230 --> 00:45:56.909
None of you are probably gonna end up doing this.
00:45:56.989 --> 00:46:03.309
I'm just trying to give a spectrum of like how crazy these ideas can come like be in your mind and then become reality.
00:46:03.549 --> 00:46:12.750
So, what happened was all of the clients that were attending this event two weeks prior, they all received a postcard, right?
00:46:12.829 --> 00:46:13.949
They all got like a postcard.
00:46:14.269 --> 00:46:15.549
Actually, I'll I'll let you walk through it.
00:46:15.630 --> 00:46:17.150
You're the one you and Brie built it out.
00:46:17.309 --> 00:46:18.590
Walk walk through this experience.
00:46:18.670 --> 00:46:19.630
This was just crazy.
00:46:19.869 --> 00:46:26.349
It it's funny because it's actually started just with inspiration of the venue and then just went off the off the rails from there.
00:46:26.590 --> 00:46:33.150
Because the the venue is this really cool third floor of a restaurant that just got renovated, feels like a speakeasy kind of vibe.
00:46:33.630 --> 00:46:37.949
The cool velvet tall booths and a little stage or dimlet.
00:46:38.190 --> 00:46:38.989
Yeah, yeah, yeah.
00:46:39.230 --> 00:46:42.269
Just a very cool almost 20s, 30s vibe.
00:46:42.349 --> 00:46:43.389
And so that's where it started.
00:46:43.469 --> 00:46:52.590
And we said, well, what if we did a really fun themed dinner where we actually encouraged people to dress the part, which, because of timing, not everyone got the memo, which was unfortunate because they felt bummed.
00:46:52.670 --> 00:46:54.029
But it almost everyone did it.
00:46:54.110 --> 00:46:54.670
Almost everyone did.
00:46:55.949 --> 00:46:56.349
Yeah, yeah, yeah.
00:46:56.509 --> 00:46:56.670
Yeah.
00:46:56.829 --> 00:47:01.309
And so it started there and said, okay, well, how do we create a really fun experience from the start of the invite?
00:47:01.469 --> 00:47:07.789
So we had this physical card that had some kind of like riddle, like ominous thing that said, just call this number.
00:47:08.029 --> 00:47:13.630
And so we set up we set up a phone number in our system that was just for this event.
00:47:13.789 --> 00:47:22.190
They called it and they immediately get introed with this 1920s voice that's like setting the stage for this event and says, Ashlin, 1922.
00:47:22.269 --> 00:47:25.309
Here, and then it just goes on in this fair classic voice.
00:47:25.389 --> 00:47:25.710
Yeah.
00:47:25.869 --> 00:47:29.150
And and then as soon as that phone hangs up, it automatically hung up on the phone.
00:47:29.469 --> 00:47:31.549
The voicemail says details are soon to follow.
00:47:31.869 --> 00:47:33.309
And then it's like and it clicks it.
00:47:33.469 --> 00:47:36.349
And then you hear a little bit of ominous music in the background, and then it hangs up.
00:47:36.909 --> 00:47:38.429
Yep, it hangs up after it ends.
00:47:38.590 --> 00:47:41.949
And then as soon as it ends, they got a text message that said, follow this link.
00:47:42.190 --> 00:47:47.469
And so it's just leading them down this trail where they really had to work for it and if they wanted to show up.
00:47:47.630 --> 00:47:55.469
No, that it led them down a trail, and so they opened up a website that then had an even more experience where it was like it just showed a door with the little people.
00:47:55.869 --> 00:47:59.150
They could open the people and look inside, and it actually showed a picture of the restaurant.
00:47:59.389 --> 00:48:01.789
And so they had to enter their name, which then by the way.
00:48:02.029 --> 00:48:06.750
And then once they enter their name, it was like you enter the name, and then the people went and it opened and you could see in.
00:48:06.909 --> 00:48:09.869
Oh, and by the way, when you're outside the door, you just hear mumble talking.
00:48:10.269 --> 00:48:11.630
You hear mumble on the audio.
00:48:11.710 --> 00:48:15.150
It says, it says, Oh, turn your speakers on.
00:48:15.230 --> 00:48:17.230
There's a 10-second countdown when they go to the website.
00:48:17.389 --> 00:48:20.349
Said sound on for a more enhanced experience or something.
00:48:20.670 --> 00:48:20.909
Yep.
00:48:20.989 --> 00:48:21.309
Yep.
00:48:21.549 --> 00:48:21.789
Yeah.
00:48:21.949 --> 00:48:26.269
So it they enter their name, so then it allows us to further personalize the experience of the webpage.
00:48:26.429 --> 00:48:31.230
And so then from that point on, it had their name sprinkled in throughout the website just for them.
00:48:31.389 --> 00:48:32.909
So like it was a blast.
00:48:33.070 --> 00:48:34.349
We we themed the page.
00:48:34.509 --> 00:48:44.110
We added stupid little stuff like a little light switch that it says poll for for ambience, and you just it's like a little poll chain, and then it like literally just made a little glow at the top of the website.
00:48:44.349 --> 00:48:47.150
So random, so unnecessary, so silly.
00:48:47.230 --> 00:48:49.389
But it just made for a really fun experience.
00:48:49.549 --> 00:48:51.710
And I think you ended up sharing it with the rest of our clients.
00:48:52.590 --> 00:48:54.909
I told all our clients, I'm like, no, not just these 20-something.
00:48:55.070 --> 00:48:56.110
Everybody needs to see this.
00:48:56.190 --> 00:48:57.710
So I'm like, everybody call this number.
00:48:57.789 --> 00:48:59.389
So like everyone got to call it.
00:48:59.469 --> 00:49:01.789
It's just a it was an incredibly curated experience.
00:49:01.869 --> 00:49:10.110
And then you we you even had here's the attire for the night, here's the location, and the whole theme is like this dark speakeasy vibe of a site.
00:49:10.190 --> 00:49:10.349
Yeah.
00:49:10.509 --> 00:49:21.070
And you even pre-shopped, you guys pre-shopped like a dozen different Amazon outfits that were all under$50 for everybody that for the men and the ladies to be able to just click and buy to make it easy.
00:49:21.150 --> 00:49:22.989
And then everybody came prepared.
00:49:23.070 --> 00:49:28.429
And then you guys did like you did like photos of everyone, like individuals, couples, group.
00:49:28.509 --> 00:49:33.070
Like it was so that was one of the most memorable tailored experiences we built.
00:49:33.230 --> 00:49:35.309
And the the crazy part crazy idea.
00:49:35.469 --> 00:49:46.829
Yeah, and the and the crazy part too is that it genuinely was maybe an afternoon or two afternoons of of true like work where it it didn't take long in general.
00:49:46.909 --> 00:49:51.549
Like it's with the with the use of AI now, it's just insane what is possible.
00:49:51.710 --> 00:49:59.309
And so I guess I think the inspiration behind this is to to really open and and think like start start with the vision first.
00:49:59.389 --> 00:50:00.670
Again, for us, it was the venue.
00:50:00.829 --> 00:50:12.429
So we saw that and it built from there, but start with the vision of like what what's this impossible crazy thing that I would love to do and then work backwards and don't think of like how do I do something cool?
00:50:12.509 --> 00:50:14.429
It's say, what do I want to do that's cool?
00:50:14.509 --> 00:50:15.789
And then let me figure out how to get there.
00:50:15.949 --> 00:50:20.590
Because it's it's just it's just so fun, just how limitless it really, really is.
00:50:20.750 --> 00:50:23.070
I mean how far you can truly take it.
00:50:23.389 --> 00:50:31.389
Yeah, I think people will you ever hear the the saying like they'll forget what you said, but they'll never forget what you made how you made them feel.
00:50:31.549 --> 00:50:32.190
You ever hear that?
00:50:32.349 --> 00:50:32.590
Yep.
00:50:32.750 --> 00:50:33.949
I feel the same exact way.
00:50:34.190 --> 00:50:46.029
I and it's that's one of the things that stood out to me in the BR Guest book was talking about how Walt Disney said that people should be able to feel the uh what I forget the truth quote, but feel through the soles of their feet.
00:50:46.269 --> 00:50:55.630
And so that's where like well all the parks are with their different themes, you actually see a change in the concrete and the like across the like a transition.
00:50:55.789 --> 00:50:55.949
Yeah.
00:50:56.029 --> 00:50:56.190
Yeah.
00:50:56.349 --> 00:51:05.309
As you so in the BR guest, like as Walt Disney was walking between, I forget where he was in Tomorrowland, he's walking between them, and the pavement was like smooth the whole way through both.
00:51:05.469 --> 00:51:10.110
And he walked in and he walked back and he walked and he walked back, and the Magineer was like, What are you what are you doing, Walt?
00:51:10.190 --> 00:51:16.829
And he's like, People can people can sense the people can tell where they are through the soles of their shoes.
00:51:17.230 --> 00:51:20.989
We need to have different texture when they enter a new, when they enter a new land.
00:51:21.150 --> 00:51:23.309
And so they, I mean, so they cross-dissolved thing.
00:51:23.389 --> 00:51:24.110
I mean, it's that level.
00:51:24.190 --> 00:51:25.389
It sounds crazy, right?
00:51:25.789 --> 00:51:30.829
But Disney parks are the most attended parks in the entire world, subpart of none.
00:51:30.989 --> 00:51:37.230
I mean, because of the experience, we're walking around Cedar Point, which is a thrills, epic roller coaster park, about an hour north of us.
00:51:37.309 --> 00:51:38.590
We all have season passes there.
00:51:38.750 --> 00:51:45.309
And we're walking through through it, and it's like dusty and dirty and cobwebby and disgusting and chipped paint and all this stuff.
00:51:45.710 --> 00:51:46.190
Hold on, hold on.
00:51:46.269 --> 00:51:47.389
It's Halloween season.
00:51:47.630 --> 00:51:48.670
Oh, there we go.
00:51:48.829 --> 00:51:49.710
That's always been the joke.
00:51:49.789 --> 00:51:52.909
It's like we walk around and see cobwebs and we're like, oh, nice, they decorated.
00:51:53.070 --> 00:51:54.110
They did very thorough.
00:51:54.349 --> 00:51:58.269
So like we walk around there and their season passes for a whole year$115.
00:51:58.829 --> 00:52:02.269
In Disney, it's$1,500 for a ticket.
00:52:02.509 --> 00:52:03.389
One person.
00:52:03.710 --> 00:52:08.909
And so, like, when you compare those, it's like, man, did when people more people go to Disney than ever before.
00:52:09.150 --> 00:52:15.710
We were there on the opening hollow weekends, which is like a big thing for Cedar Point, and I was walking onto roller coasters.
00:52:15.789 --> 00:52:19.949
I'm like, Disney opens up the first day after they decorate for Christmas.
00:52:20.190 --> 00:52:21.710
That place is packed, you know.
00:52:21.789 --> 00:52:33.389
So it's kind of like you may not feel the wins now, but if you can compound this experience in your customers and you make them feel a certain way, they will never want to leave and they will offer a lot of people to you.
00:52:33.710 --> 00:52:40.429
There, there's some ideas on this that are very small that are I think pretty pretty attainable, in my opinion.
00:52:41.469 --> 00:52:52.750
In in the actual packaging of the product you ship, there I've had some experiences where I have this is this one is extremely scalable and probably the smallest on the spectrum, in my opinion.
00:52:52.909 --> 00:52:53.710
The packers name.
00:52:53.789 --> 00:52:55.710
Hey, this product was right.
00:52:55.869 --> 00:52:56.269
So simple.
00:52:56.429 --> 00:52:57.150
That's so simple.
00:52:57.389 --> 00:52:58.670
But how do we take it a step further?
00:52:58.829 --> 00:53:04.269
I had a product that was actually had a signed card from the founder that's even had my name on it.
00:53:04.349 --> 00:53:06.029
Hey Isaac, thank you so much for ordering this.
00:53:06.110 --> 00:53:07.309
We appreciate you so much.
00:53:07.869 --> 00:53:09.150
How simple and stupid.
00:53:09.309 --> 00:53:11.230
Like it incredibly simple.
00:53:11.389 --> 00:53:18.269
But then you could take it when we talk about Disney-esque, you can even audit the sound of the tape ripping on your package.
00:53:18.509 --> 00:53:23.630
And I this is this one blows my mind because I think about I think about those packages I get.
00:53:23.869 --> 00:53:24.829
Apple is phenomenal.
00:53:24.909 --> 00:53:34.349
I know Apple's always uses as examples for for business and products, but think about the Apple product experience, their tape where you just you just rip the tiny little and has it.
00:53:35.070 --> 00:53:36.029
Oh my gosh, yes.
00:53:36.269 --> 00:53:36.750
You know what I mean?
00:53:36.829 --> 00:53:38.509
And so, like, what are those things you're doing?
00:53:38.670 --> 00:53:41.710
Have you shopped for tape, or did you just find the tape that made sense?
00:53:41.949 --> 00:53:43.150
Oh, dude, that's so good.
00:53:43.230 --> 00:53:43.949
I never thought of that.
00:53:44.269 --> 00:53:45.070
That makes a big difference.
00:53:45.150 --> 00:53:49.789
I can't stand it when I'm like, oh, I gotta rip half the cardboard off with the tape.
00:53:49.949 --> 00:53:51.230
Yeah, that matters.
00:53:51.469 --> 00:54:00.989
And and then one more with this, just in the in the sense of packaging and delivery, this experience when they're opening before they've even touched your product after buying it.
00:54:01.309 --> 00:54:02.909
What does it smell like?
00:54:03.150 --> 00:54:11.869
And I know that sounds so silly, but how easy like I bought I just bought a freshener for my car or for my truck, and it it's potent.
00:54:12.110 --> 00:54:18.750
I mean, this thing, I'm not saying this is what people throw in their packages, but it's wild how potent you you can get like an air freshener.
00:54:18.909 --> 00:54:22.349
But imagine just if you had this is this is just crazy thinking.
00:54:22.429 --> 00:54:42.909
I've never seen this, but if you had some kind of spray that you sprayed in a box before you shipped it, you had a signature scent or something that you always and that just like sweetwater candy, people look forward to opening your packages because like, man, that's a I it's maybe some cool leather good or wood thing or product that feels woodsy and you you have a scent that comes with pine or you know, oak, cedar.
00:54:43.230 --> 00:54:43.549
I don't know.
00:54:43.710 --> 00:54:44.829
There's science there's science behind it.
00:54:44.909 --> 00:54:45.949
So like even Disney does that.
00:54:46.029 --> 00:54:51.789
When you walk onto Main Street, it's like they pump certain smells into the all the crunchy moms are gonna hate this.
00:54:51.869 --> 00:54:54.509
Uh they pump smells in there, it smells like like a bakery or whatever.
00:54:54.590 --> 00:55:01.630
I forget what the different scents are throughout the year, but they they pump scents into Main Street when you're walking in uh to Disney World because it makes you feel a certain thing.
00:55:01.789 --> 00:55:03.630
A Nordstrom, there's a whole test on this.
00:55:03.869 --> 00:55:07.469
Nordstrom learned that when people smelled a certain smell when they were shopping, they bought more.
00:55:07.549 --> 00:55:07.630
Yeah.
00:55:07.789 --> 00:55:08.190
So you know what?
00:55:08.349 --> 00:55:09.789
Nordstrom smell a certain way.
00:55:09.949 --> 00:55:11.070
And so I think there's something to it.
00:55:11.150 --> 00:55:16.590
Now, this is post-purchase, but maybe it makes them feel a different way and it like uh associates it with it.
00:55:16.670 --> 00:55:18.429
I want to give another couple small things here.
00:55:18.509 --> 00:55:19.789
Uh, let's rapid fire some of these.
00:55:19.869 --> 00:55:20.269
Is that okay?
00:55:20.909 --> 00:55:21.710
Rapid fire a couple more.
00:55:21.789 --> 00:55:28.429
I know this is a really long podcast, and I told Isaac, when we get down here, this thing is gonna probably be the longest one we've done in a little while because I'm so passionate about this.
00:55:28.670 --> 00:55:30.989
Obsessive care for your customers, it scales.
00:55:31.070 --> 00:55:32.029
I'm I promise it does.
00:55:32.110 --> 00:55:33.710
It's hard to imagine it does.
00:55:33.949 --> 00:55:38.590
Greg Lavecchia, from the founder of Bloom, does a great, great job of this.
00:55:38.750 --> 00:55:39.630
He was on the podcast.
00:55:39.710 --> 00:55:44.349
I had him on like two years ago or something, and he was doing like 140 million a year, now he's doing like over a billion a year or something like that.
00:55:44.429 --> 00:55:45.230
It's pretty crazy.
00:55:45.469 --> 00:55:54.509
So, Greg, they do the they're obsessed about tribe and culture of customers and team and the pop-up events they do and stuff like that.
00:55:54.670 --> 00:56:06.269
So, like they do a great job of all of this, and I'm telling you guys, it's important because even the big br the big brands are doing this, and they got a lot of them got there and have raving advocates because they did this stuff in the beginning.
00:56:06.429 --> 00:56:07.630
Let me give some small things here.
00:56:07.789 --> 00:56:18.029
Uh, number one, when a customer gives you feedback on something, or a few of them give you feedback on something, and then you actually fix or change something because of them, go back and let them know and thank them.
00:56:18.190 --> 00:56:19.230
It's so simple.
00:56:19.549 --> 00:56:30.190
When we make changes to our programs and there are people that had great influence on that change because of that, I go and say, hey, just want to let you know this piece of feedback was so valuable, we made this change, and we just want to say thank you.
00:56:30.269 --> 00:56:30.989
Yeah, that's it.
00:56:31.309 --> 00:56:32.670
It's as simple as doing that.
00:56:32.829 --> 00:56:35.070
Another one, this happened on Monday.
00:56:35.389 --> 00:56:39.309
Honor expired discounts if someone misses the misses it.
00:56:39.549 --> 00:56:45.070
Like we have people to come in and they'll take they'll like opt into the welcome, and then they will just buy full full rate.
00:56:45.230 --> 00:56:48.509
And then they'll go to their email and say, like, oh, I forgot.
00:56:48.590 --> 00:56:49.789
Yeah, I don't know if I did that.
00:56:49.869 --> 00:56:51.309
I bought a suit for this.
00:56:51.789 --> 00:56:56.110
I bought a I bought a suit, like a Thomas Selby suit from uh Peaky Blinders.
00:56:56.349 --> 00:57:01.710
I bought this suit online for this event that we hosted, the 1922 event.
00:57:01.949 --> 00:57:03.070
And you know what?
00:57:03.230 --> 00:57:11.949
I opted another 15% off, and then I forgot to use it because I was like sizing myself, and then I bought it, and I was like, oh, 15% is a good chunk.
00:57:12.029 --> 00:57:14.509
I'm like, okay, I'm just gonna email them and say, hey guys, I got it.
00:57:14.590 --> 00:57:15.469
I forgot to use a discount.
00:57:15.710 --> 00:57:16.750
Like, no problem, we refunded it.
00:57:16.829 --> 00:57:16.989
Yeah.
00:57:17.070 --> 00:57:17.549
And so they did.
00:57:17.710 --> 00:57:18.590
I'm like, thank goodness.
00:57:18.670 --> 00:57:19.389
Because we do the same thing.
00:57:19.549 --> 00:57:21.150
Someone forgot to use their discount earlier this week.
00:57:21.230 --> 00:57:21.789
We're like, yeah, no problem.
00:57:21.869 --> 00:57:23.469
We're just we'll we'll just go ahead and credit it back to you.
00:57:23.549 --> 00:57:23.710
Yep.
00:57:23.869 --> 00:57:24.909
Or give them store credit.
00:57:25.070 --> 00:57:31.710
I think of sometimes for those that have I don't there, I'm sure other stores have this, but grocery stores, we have Aldi, big prominent in our area.
00:57:31.949 --> 00:57:34.190
They have what's called the twice as nice guarantee.
00:57:34.269 --> 00:57:36.349
It's on all of their Aldi packaging.
00:57:36.509 --> 00:57:41.150
And it says, Literally, hey, if you if you don't like this product, maybe it's expired, maybe it's a weird texture or something.
00:57:41.309 --> 00:57:44.509
We will not only refund you, but we'll also replace it.
00:57:44.670 --> 00:57:46.750
And it's so it's twice as nice guarantee.
00:57:46.829 --> 00:57:56.269
And I think it's just one of those things that doesn't make sense financially, it doesn't make sense, but you now feel really equipped as a customer that I can buy this with confidence.
00:57:56.349 --> 00:57:56.989
And I love that.
00:57:57.150 --> 00:57:58.429
Another one I'll I'll fire off.
00:57:58.509 --> 00:58:01.150
And I'm sure a lot of people probably see this in their algorithms.
00:58:01.389 --> 00:58:11.469
Anytime someone local buys from you and the founder hand delivers it because they see they see an address that's local to their area and they hand deliver it within a 20-minute drive or something.
00:58:11.630 --> 00:58:12.509
And crazy.
00:58:12.670 --> 00:58:15.949
You can obviously get content bonus points, but imagine that.
00:58:16.029 --> 00:58:19.469
Like, can you imagine like you buy something and all of a sudden you have the founder knocking on your door?
00:58:19.549 --> 00:58:21.309
I saw an artist do that, like a music artist.
00:58:21.469 --> 00:58:23.469
He went and they couldn't believe that he was at their door.
00:58:23.549 --> 00:58:25.230
He's they live 20 minutes away from him.
00:58:25.469 --> 00:58:27.309
So I think that's that's a really fun one.
00:58:27.389 --> 00:58:33.309
But I'm also thinking my brain's kind of going to some of those, even the recovery things, like what you said with your suit.
00:58:33.630 --> 00:58:40.269
How thinking through, like, there's so many, so many parts of the customer experience that you can really hit.
00:58:40.509 --> 00:58:43.469
And and it it's it's pretty, pretty cool.
00:58:43.630 --> 00:58:54.829
I mean, I think ultimately we should never, when there's mistakes that happen, because inevitably it does, uh, never to blame it on someone else, like the weather, the carrier, or checkout issues, website developer issues, etc.
00:58:55.389 --> 00:58:58.429
But just to just own it and be like, hey, we're gonna go ahead and refund that.
00:58:58.509 --> 00:58:59.469
We're gonna get you a new one.
00:58:59.710 --> 00:59:04.750
Something breaks, you send a product and it breaks, you just go ahead and ship a new one before you even get back the old one.
00:59:04.989 --> 00:59:12.429
There's a lot of, and again, this is for everyone to really cater and craft for themselves and what their product margin, all that good stuff.
00:59:12.590 --> 00:59:19.869
But you can be smart about it and you can do some wild stuff, even even in the recovery period of saying, I want to keep this customer.
00:59:20.190 --> 00:59:20.349
Yeah.
00:59:20.590 --> 00:59:25.150
Another way you can also spin it, by the way, when something goes wrong, uh, that's a huge one, by the way.
00:59:25.230 --> 00:59:30.190
This is a big barrier for a lot of people struggle with the idea of having a refund somebody.
00:59:30.349 --> 00:59:32.029
It's like that's a really, really hard one.
00:59:32.429 --> 00:59:38.509
Something you need to do is create a minimum threshold of empowerment for your team to make decisions on.
00:59:38.670 --> 00:59:41.309
So it's like, hey, if this didn't cost less than 100 bucks, just go do the thing.
00:59:41.389 --> 00:59:43.549
Don't ask permission to do the thing, just do the thing.
00:59:43.710 --> 00:59:49.389
If you if it's more than that and you ri and it's like, or it's above X threshold, then we have a conversation about it.
00:59:49.469 --> 00:59:51.789
But if it's below that, you're better to just do it.
00:59:51.869 --> 00:59:53.230
That's we learned this from Amazon.
00:59:53.469 --> 00:59:55.150
Amazon, you're like, issue with my thing.
00:59:55.230 --> 00:59:56.509
They're like, okay, refunded.
00:59:56.670 --> 00:59:57.789
And you get to keep the product.
00:59:57.869 --> 00:59:58.429
I'm like, oh.
00:59:58.590 --> 00:59:58.909
Yeah.
00:59:59.070 --> 00:59:59.230
Okay.
00:59:59.549 --> 01:00:00.829
That's always a treat when you get to keep it.
01:00:01.230 --> 01:00:02.750
All of my 400 packages last year.
01:00:03.070 --> 01:00:03.630
Now I'm just kidding.
01:00:04.269 --> 01:00:08.909
So, like, so we do the same, we we do the same thing for like all of our low-ticket products people buy.
01:00:08.989 --> 01:00:16.110
If someone like says, I accidentally took$300 in upsells and got access to everything and went through it all.
01:00:16.190 --> 01:00:16.909
They don't tell us this.
01:00:16.989 --> 01:00:20.989
And we see they went through all of this stuff and then they're just trying to literally get the money back.
01:00:21.150 --> 01:00:22.349
We don't get personal about it.
01:00:22.429 --> 01:00:26.110
We're like, well, we see that you went through all this stuff and you're trying to take advantage of us.
01:00:26.190 --> 01:00:27.869
We say, no problem, everything's refunded.
01:00:27.949 --> 01:00:28.909
We appreciate your business.
01:00:29.070 --> 01:00:29.309
Yeah.
01:00:29.549 --> 01:00:36.909
You know, like create those minimum thresholds of decision making to do that is is is super smart.
01:00:37.070 --> 01:00:45.949
I will say, uh, giving instructions on how things work or checking in if you can on certain things, like I'll say the suit company missed opportunity for me.
01:00:46.110 --> 01:00:49.389
They didn't tell me that you have to hem the pants, maybe in the small text somewhere.
01:00:49.469 --> 01:00:52.590
So I had to get the pants hemmed in the nick of time, literally the day of the event.
01:00:52.670 --> 01:00:54.110
Um, because these came in the day before.
01:00:54.190 --> 01:00:58.110
I'm like, uh, so I'm getting them hemmed the day of the event and getting them delivered.
01:00:58.190 --> 01:01:00.429
It's like they didn't tell me that was gonna have to happen.
01:01:00.509 --> 01:01:02.670
Yeah, uh, also they never checked in on the sizing.
01:01:02.750 --> 01:01:06.110
They never the if someone literally called me and said, Hey, just want to check in.
01:01:06.269 --> 01:01:10.029
I would be if I had that level, I would be like, any suit I buy, I'm buying from you guys.
01:01:10.349 --> 01:01:11.070
But I didn't get that.
01:01:11.150 --> 01:01:19.949
So I'm like, uh, you didn't even tell me that I'd like hem and you didn't ask about sizing, you didn't check in on anything, you didn't give any installation, any instructions or advice.
01:01:20.029 --> 01:01:22.509
Like, I'm like, okay, meh, it was a meh experience.
01:01:22.750 --> 01:01:30.670
I it reminds me because I had one suit experience that was similar but better, and it was a custom suit you buy online, you send in your measurements.
01:01:30.829 --> 01:01:32.509
It was a great buying experience in general.
01:01:32.670 --> 01:01:35.469
But the one part that stood out to me was the after the fact.
01:01:35.549 --> 01:01:41.150
So they say you can have like two or three alterations after you get your suit and you actually wear it.
01:01:41.309 --> 01:01:43.710
Now, all you have to do is come to our showroom.
01:01:43.869 --> 01:01:48.429
Now we are majority online e-com, but you can come to our showroom and it's free.
01:01:48.670 --> 01:01:55.469
If a showroom is inaccessible to you, we will refund you a tailor or a seamstress's bill.
01:01:55.710 --> 01:01:56.349
Oh, that's pretty cool.
01:01:56.509 --> 01:01:56.590
Yeah.
01:01:56.670 --> 01:01:58.349
So that's what I did because I'm like, I don't want to drive.
01:01:58.429 --> 01:02:00.989
It was the closest one was like an hour and a half away, and I'm like, I don't want to do that.
01:02:01.070 --> 01:02:01.869
I hate driving.
01:02:02.110 --> 01:02:11.309
And so I literally just went to someone that was in our town, got the bill, 70 bucks or whatever it was, and submitted the receipt to the company, and they just literally refunded me, paid me back.
01:02:11.469 --> 01:02:13.389
I mean, it was just it stood out to me.
01:02:13.469 --> 01:02:14.590
And I'm like, that's incredible.
01:02:14.670 --> 01:02:15.309
What an incredible.
01:02:15.630 --> 01:02:27.469
Obviously, it cost them more than having their staff do it, but man, I I have I have recommended that I recommended them to an entire wedding because I'm like, hey, all your grooms have been in the groom, go to this company because they're phenomenal.
01:02:27.710 --> 01:02:33.789
And so just that one experience, I've only been a one-time customer, but that one experience made me a raving fan.
01:02:34.110 --> 01:02:36.429
And so, I mean, yeah, so good.
01:02:36.909 --> 01:02:38.509
Well, this podcast probably long enough.
01:02:38.670 --> 01:02:40.269
So we're gonna we're gonna close it down here.
01:02:40.349 --> 01:02:48.349
I hope you got the idea that like if you ask the question, what would happen if every customer could only, you can only get customers by your current customers referring to other people?
01:02:48.509 --> 01:02:52.829
What would you do differently about the way your customer experience is?
01:02:52.909 --> 01:02:54.029
How much more would you improve that?
01:02:54.110 --> 01:02:56.909
But as a result, if you did that, how much more would people buy?
01:02:56.989 --> 01:02:58.269
How much more profit would you have?
01:02:58.509 --> 01:03:28.110
What if it became a growth lever for you, not this reactive lever that you were pulling, but rather intentional proactivity in trying to curate and engineer experiences that change people's lives in a good way, even if the experience is not some we're curing some disease of theirs, but rather they they gain so much joy from the process with you that they're telling people and now they get to have a talking piece to somebody else and be the point of conversation because the experience they had with you was so great.
01:03:28.269 --> 01:03:30.190
And then they come back and they refer other people to you.
01:03:30.349 --> 01:03:37.710
What would happen to your business if that's how you treated customer experience and customer success, not customer support or customer service?
01:03:37.869 --> 01:03:38.590
I hate those terms.
01:03:38.670 --> 01:03:40.750
It's like, oh, that's reactionary.
01:03:40.829 --> 01:03:41.630
I'm proactive.
01:03:41.710 --> 01:03:43.309
I'm trying to help all my customers succeed.
01:03:43.389 --> 01:03:49.869
I'm trying to give them the best experience as possible, which is why you're the director of client experience, not client support.
01:03:50.029 --> 01:03:51.789
Probably wouldn't be a fun role if it was just client support.
01:03:52.029 --> 01:03:59.389
Well, and just imagine the difference of naming your client support, even if like your Brian at Sweetwater, my Kevin at Sweetwater.
01:03:59.469 --> 01:03:59.549
Yeah.
01:03:59.789 --> 01:04:02.989
Having a name to the person you're talking to even changes the experience.
01:04:03.070 --> 01:04:07.869
As simple as that is, not just the title, but having a person's name behind it.
01:04:08.029 --> 01:04:08.509
Yeah.
01:04:08.909 --> 01:04:09.630
Change the game.
01:04:09.789 --> 01:04:10.029
All right.
01:04:10.110 --> 01:04:11.630
Hey, we appreciate you listening to this podcast.
01:04:11.710 --> 01:04:12.509
We know it's a little bit long.
01:04:12.590 --> 01:04:14.989
If you enjoyed it, please go ahead, drop a comment on YouTube.
01:04:15.070 --> 01:04:19.549
If there's something that stuck out to you, that you're like, hey, I'm gonna go try this, or I have some ideas, just let us know.
01:04:19.630 --> 01:04:20.590
Are you sold on it?
01:04:20.670 --> 01:04:22.590
Is this something you think is worthwhile for you?
01:04:22.750 --> 01:04:27.070
And if you're listening on Apple or you're listening on Spotify, please go ahead and give us a little rating.
01:04:27.230 --> 01:04:31.869
It means the world to us as we are on a quest to become the number one e commerce podcast on the planet.
01:04:32.029 --> 01:04:33.789
We'll see you in the next episode.