Blake Morgan of Forbes just released his list of the top 100 most customer-centric companies of 2022. Why does he do it? Because he’s identified a benefit in a company having customer focus.
What is it they do? They make customers feel GOOD. That is why recent research shows that 89% of companies that lead with customer experience perform better financially than their peers.From https://www.forbes.com/sites/blakemorgan/2022/05/01/the-top-100-most-customer-centric-companies-of-2022/?sh=244040502b38
If you want to initiate something at your company, it’s always good to note that it will help the company make money. Focusing on customers seems like a no-brainer, but you’d be surprised to learn how many companies focus on themselves rather than their customers.
I perused Morgan’s list of customer-centric companies and noticed that Calendly was on the list, in the B2B category. Since I use Calendly to set appointments for Bredemarket (more about that later, I promise), I thought I’d read further.
Calendly. Calendly was created to solve a common business problem: the hassle of scheduling meetings and appointments. The simple interface makes it easy for companies to schedule any type of meeting or appointment. Calendly saw huge growth during the pandemic as teams worked remotely.From https://www.forbes.com/sites/blakemorgan/2022/05/01/the-top-100-most-customer-centric-companies-of-2022/?sh=244040502b38
Since Morgan was covering 100 companies, this three sentence description had to suffice. So I dug deeper and found a story (or, if you will, a case study) that showed how Calendly exhibits customer focus.
The problem with making connections at Conductor
Calendly’s website includes a case study page entitled “Enhanced customer support at Conductor adds value, boosts retention.” Conductor, one of Calendly’s clients, improves the organic marketing of its own customers.
As any good case study (casetimonial) does, the Calendly page begins by talking about Conductor’s problem. Here’s an excerpt:
Mergim Selimaj worried he had a problem. As the customer success manager at Conductor, he could see the company’s small accounts weren’t getting the personalized attention they really needed. As a SaaS company specializing in intelligent content and SEO improvement, Conductor helps companies customize marketing to fit their needs. Mergim needed to find ways of helping his reps deliver tailor-made service to match.From https://calendly.com/blog/customers/conductor
Yes, a company that “helps companies customize marketing” faced a problem in customizing its own marketing for its small accounts. More importantly, it recognized the problem and realized that the problem needed attention.
So how was Selimaj going to focus on its smaller customers?
First, Selimaj had to identify the problem(s) to solve.
Reps spent hours just scheduling — not to mention re-scheduling — calls. A week of hectic service calls would come on the heels of months of limited activity.
Even when the service finally did connect with customers, they rarely had a clear picture of their individual needs. Some clients only needed to speak once per year, while others had hoped for many more touchpoints. There just had to be a way to spread meetings more evenly, Mergim thought. Meanwhile, the customer care team needed a way to know more about the needs of each client. If only there were a way for clients to specify the kind of help they needed, whenever they wanted.From https://calendly.com/blog/customers/conductor
There’s at least three problems that Mergim identified:
- It was hard to schedule calls with Conductor’s small accounts.
- It was hard to know the customers’ desired frequency of contacts.
- It was hard to know the specific help that Conductor’s customers desired.
How would Conductor benefit by solving these problems?
Improved experience, and simpler ways of interfacing with customers, would only aid Conductor’s ability to deliver organic traffic and higher returns on customers’ tight marketing budgets.From https://calendly.com/blog/customers/conductor
You probably noted that these were stated as benefits rather than features. If Calendly were to say, “We offer Scheduling Gizmo 2800,” Conductor could reply, “So what?” But when Calendly said that its solution delivers organic traffic and higher return on investment, Conductor paid attention.
The solution that Calendly provided to Conductor
So what three things did Selimaj do in an attempt to solve the problem?
He started by embedding a Calendly customer success scheduling page on the Help page of Conductor’s website.From https://calendly.com/blog/customers/conductor
(Apparently you have to log in to see this page, because I couldn’t find it on any publicly available page. I’ll take Calendly’s word for it that this page exists.)
Second, Selimaj also created a scheduling link in Conductor’s app itself, to ensure that Conductor’s customers had easy access to meeting scheduling.
And third, he did one more thing: he instructed each of the company’s customer success reps to include a scheduling link in their email signatures.
I’d like to highlight two things:
- Now, rather than requiring the reps to spend huge amounts of time scheduling meetings, the scheduling process was now driven by the customers. When customers needed help, they could easily schedule meetings. When they didn’t need help, they wouldn’t schedule meetings.
- Also note that there were three ways for customers to access the scheduler: the web page, the app, and the email signature. Selimaj didn’t tell Conductor’s customers that there was only one approved way to schedule meetings. (And I’d be willing to bet that if a customer called a customer success rep on the phone, the rep would answer.)
So what happened?
The article lists the benefits of Conductor’s Calendly implementation.
- More tailored customer solutions via available information from integration with Salesforce, Slack and Trello.
- Better service of large accounts as reps spent less time servicing small accounts.
- Better engagement through quadrupling of customer contacts.
- Maintenance of high customer quality, even as quantities increase.
- Those quantities are increasing because of a 30% boost in renewals.
In short, Calendly’s focus on Conductor allowed Conductor to better focus on the needs of its own customers, thus letting Conductor make more money. And Conductor’s customers presumably made more money also. Customer focus benefits everyone in the B2B chain.
Can a customer focus benefit YOUR company?
Perhaps you own a business, large or small, that could use an increased customer focus and an elaboration of benefits that your company can provide to your customers. Part of this is the need to create customer focused content.
Maybe you, like Calendly and Conductor, have a story of your own you’d like to share with your customers. If so, consider working with Bredemarket (the Ontario, California content marketing expert) to create a case study.
Bredemarket uses a collaborative process with you to ensure that the final written product communicates your desired message. Bredemarket’s content creation process ensures that the final written content (a) answers the WHY/HOW/WHAT questions about you, (b) advances your GOAL, (c) communicates your BENEFITS, and (d) speaks to your TARGET AUDIENCE. It is both iterative and collaborative.
Often my clients provide specific feedback at certain stages of the process to ensure that the messaging is on track. I combine my client’s desires with my communications expertise to create a final written product that pleases both of us.
If you’d like Bredemarket to help you create a case study or other content, you can go to calendly.com/bredemarket to book a meeting with me. Or if you don’t like Calendly, there are two other ways to contact me: