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Today’s interview is with Matt Barnett, Papa Bear at Bonjoro, a mobile and web based application that lets you send personalised videos at every stage of the customer journey, to help convert, activate and support your customers. Matt joins me today to talk about video, how things have changed as a result of the pandemic, the impact of video compared to email and where best to apply video in the customer journey.
This interview follows on from my recent interview – From an award winning chef to CX Leader of the Year 2020 – Interview with James Scutt of the Post Office – and is number 375 in the series of interviews with authors and business leaders that are doing great things, providing valuable insights, helping businesses innovate and delivering great service and experience to both their customers and their employees.
Here’s the highlights of my chat with Matt:
- Bonjoro offers personalisation at scale along the customer journey via personalised video messaging.
- Prior to 2020, growth in the use of video was happening anyway and there is a lot more to come.
- Authenticity with customers is more important than ever, especially the world of fake news.
- Many brands still struggle with blending personalisation and being personal and authentic.
- The key is to realise that your brand, however large, is human and you need to let human voices speak to other humans.
- In terms of engagement, Bonjoro is able to generate 78% open rates and three times the response rates of other messaging types.
- In terms of impact on different stages of the customer journey, it can lead to three times the conversion rate and allow churn to be reduced by 30%.
- If we look at things like driving reviews, we’ve seen people generate five times their review rate by using personalised and targeted videos.
- The easiest and most common place to get started is to improve your conversion rates. But, advocacy is the hidden gem here and where Matt and his team at Bonjoro believe there is a lot of untapped potential.
- Matt provides a couple of examples from customers to show how and where they have used video and how it has helped:
- A coffee roaster in the US looked at everyone who purchased from them and particularly those who had just purchased a second time. They then sent them a video note saying something like “Hey, so you just purchased a second time from us. Did you know we have a subscription model? If you want to try it out, it’s actually cheaper per bag. I see that you buy coffee every three months. We have a model that is only for four deliveries a year. It’s going to be cheaper for you. You don’t need to think about it ever again. If you would like to try it then click here and you’ll get another 5% discount”.
- They were doing something like $35k monthly, recurring revenue. It was a small part of the business. Within eight weeks they had doubled that to $75k a month, just by sending those videos to anyone who came in during those eight weeks i.e. Who is a second time purchaser?
- The next example was with an online music education business where if three days after a customer has signed for a course, is slow to start or has started and has not continued then they get a message from the CEO saying something like “….Hi. I’m the guy that runs the company. I see you started but haven’t got past step one. Did you get stuck? Would you like some help from one of my team? Or, my advice is go and do this one. It’s a simple thing to get started. Click this link and that will take you there”.
- What they did was show up, show that they were approachable and help their customers to get going and keep going with their product.
- We need to be thinking more and more about personalisation. If you have 10,000 customers, how do you build 10,000 micro relationships using your team?
- Video can play a big part in that. Get your team involved.
- Don’t worry about editing your perfect video. Recording video via a smartphone is far good enough for message like these.
- There’s a big challenge around trust just in general in the world right now.
- Those who take more of a stand will find that will help grow their business rather than be a hindrance.
- Matt’s best advice:
- Make a change to your company’s ethos and culture. Ask yourself this….how do you make your team understand that spending time with customers and being connected with customers is one the most important things that you could do? Give them the leadership, flexibility and the freedom to go and do this themselves with their customers. If you lead and make this part of your culture then your team will feel confident to go out and do it and then they’ll start to make decisions that are not in the playbook and that will have customers raving and talking about your support.
- Matt’s Punk CX word: Empowered
- Matt’s Punk CX brand: Zappos
A British/Australian designer Matt launched Bonjoro from a sales hack for his first business, where Matt would send every new lead a personal video to delight and surprise them. That hack overtook the original business in 12months, as 1000’s more companies came on board to personalise their customer journeys at scale.
Matt’s love of building great products is only surpassed by his total commitment to building great business culture, and Matt asserts that Bonjoro’s “customers as friends” culture has been the main driver for the businesses success. His goal is to be the next Zappos, to be most loved brand in the world.