Growth Marketing: Questions to ask yourself

What do you mean by growth? As a Growth Marketing Consultant, whenever I ask my clients this question, they usually get perplexed.

A: Growth means I want to grow, move ahead, and make more money. How hard it is to get?

Q: Very well, seems like you are clear. So, you must have thought of the time period you want to achieve it in? 1 year, 3 years or 5 years? 

Q: Okay, what about how you want to achieve this growth? New acquisitions or existing customer base? New regions perhaps?

Q: All right, let’s say we generate XX leads, do you have the infrastructure to follow-up with them? Your sales team is trained to have conversations with these new prospects and convert them?

By this time, the client gets an idea that her objective of growth needs more clarity. And it needs more commitment than hiring a Growth Marketing Consultant for it.

Define Growth

Growth for an athlete preparing for Triathlon is to reduce her timing for each discipline. Growth for a yoga practitioner is to hold onto an asana for a longer time.

Growth for your business could be more paying customers or more business from existing customers. As you start thinking about Growth, first define the one aspect you want to focus on.

More revenue seems the obvious choice, but there are more ways for your business to grow.

Brand Equity, deeper customer engagement, more referrals everything will lead to more revenue, the question is where do you want to start?

Time Period

I know it seems ridiculous to ask if you are looking for short-term or long-term Growth. Isn’t Growth always long-term?

Of course, it is.

But, your growth objective will decide the amount of preparation needed, which will, in turn, decide the gestation period before you can see any traction.

This time period will be in addition to the sales cycle of your industry. Therefore, add the preparation time and be patient during the whole process.

Resources and Logistics

Entrepreneurs and business owners usually miss this aspect of Growth.

Let’s say you started your Growth Marketing with a lead generation campaign and are able to generate 10 leads.

Do you have the infrastructure, process, staff to follow-up with those leads? Is your staff trained to handle such situations?

If you managed to sell the required number of subscriptions, will your software scale rapidly?

A good product will always sustain growth, but before it reaches that level, it needs a supporting ecosystem.

You don’t have to set-up the perfect ecosystem,  but ensure that at least the most important components are in place or in the plan.

Your conversations with your Growth Marketing Manager or Consultant will be much more targetted and enriching, once you figure answers to these important questions.

It will also help you define the success KPIs and their definition.

In the end, it will give you the clarity that how prepared you are for Growth?

Which is really the most important question you should ask yourself.

 

 

 

 

 

An Anatomy of Customer Experience Strategy

If I told you, to survive in this competitive world, you need to focus on your customers and meet all their expectations. Would that surprise you? Isn’t it Management 101?

Since the beginning of time, none of these fundamentals have changed.

It is still as simple as delivering something of value to your customers to become or remain profitable.

The most important aspect still,  is whether your customers perceive it to be of any value?

All the content they read or watched to know you better, all the attention they showered you with, did it make them feel something? Different, exclusive, special, intelligent?

This, in a nutshell, is Customer Experience.

What is that you want your customer to feel about your brand and offering?

As a concept it is simple to understand and follow. But in reality it is complex.

Typical Customer Experience

My bank sends me seven e-mails in a week, one says “dear a/c no XXXX”, other says “Dear Charu”, another one says “Dear customer”.

Three interactions, three different experiences. Add to this the text promotions, calls with my relationship managers, a visit to the branch.

At all these touch points it doesn’t seem they are talking to me, it seems they are sending messages, which can be ignored, hence I ignore them.

Frankly, I do not expect to be treated like royalty.

I am fine receiving emails with “dear a/c no XXXX” however, I do have a problem when these interactions are shoving products in my face. Personal loans, car loans, two-wheeler loans etc just because I opened an email on their home loan offer.

This is one of the many problems we face as customers. There are organizations who think every interaction is about sales, then there are some who don’t realize when there is an actual sales opportunity. There are some who give us amazing buying experience but their customer support is abysmal.

Customer Experience in Digital World

Often customer experience is used in conjunction with digital. How is a website or app experience? Did your customer easily find what they were looking for?

Customer Experience Strategy

No doubt, customer experience is important in the digital world, but your customer experience strategy should be holistic. It should factor that every microinteraction with the customer will cumulate to their experience.

Another important element to consider is that customer experience is industry agnostic now. I expect similar services from my internet service provider and home appliances company.

In an event of a service request, I want their customer support executive to understand my problems and suggest an appropriate solution. The visit from their representative should be at my convenience, etc.

Customer Experience Strategy and Business Strategy

Sales and Marketing are the faces of a business. So, it is obvious to assume that onus lies on these two teams to manage it well. Otherwise, it is often confused with Customer Support function.

But, a Marketing team cannot expedite the process of a refund for a customer? Or the customer support cannot comment on implementation issues.

Therefore, it has to be an integral part of the business strategy to ensure that organizational silos do not hamper the customer experience. If a refund needs to be processed immediately, the finance team should change their process rather than asking the customer to wait.

How To Build Your Customer Experience Strategy?

Many organizations have a different function catering to the customer experience. In SaaS world, they are often called Customer Success Managers.

But, in most cases, their work starts after a prospect has become a customer. So, their influence in the earlier part of the pipeline is non-existent or minimal.

Since business pipeline or funnel is one of the most important metric for a business, it can be used to design your customer experience strategy.

Customer experience Strategy - Funnel
Conversion Funnel example from ClickMinded

However, there are few important factors to note:

  • Often Sales and Marketing teams have different data in their respective funnels. It makes sense because both teams have different goals.

But, for designing the customer experience strategy it is beneficial to refer to one funnel.

  • Retention is often not considered as part of the funnel. Somehow it is assumed that once a customer has converted, we need not engage anymore.

However, the times of today demand retention be an integral part of the funnel and the strategy.

  • Lead are nurtured to move them from one stage to another. An exceptional customer experience would mean that teams collaborate on this aspect.

If Sales is leading the conversation, then Marketing should provide relevant material or events to enhance the experience.

Constituents of Customer Experience Strategy

There are three main constituents of the customer experience strategy:

  1. Business Goal – What are you trying to achieve for your business? Are you trying to increase revenue or expanding into new markets?

  1. Customer Persona – Before you can improve the customer experience, you need to know who your customer is and what are their preferences.

    The number of customer personas vary on the size of your organization. A DIY home decor blog may be targeted at people interested in crafts or an on-budget homemaker.

  1. Customer Experience Map –  is the simplest way to visualize your customer experience strategy.

    Customer Experience Strategy - Customer experience map

    For each stage of the funnel, identify the interactions you will have with your customer to move them to next stage or for retention.

    Define the value you want to deliver to a customer at each of these interactions and what would be the best channel/medium to do so.

    Define the milestones for their journey. There might be more than one way to reach to the destination, you need to ensure that your customer takes the path you design for them.

Like all strategy exercises, this is an iterative process. Unlike all strategy exercises, it will be more dynamic in nature because a lot is dependent on the customer’s reaction and acceptance. There have been times when customers don’t appreciate change.

The simplest way to get it right is by asking the customers themselves.

Have thoughts on Customer Experience Strategy? Share them in comments.

Bhutan – Happiness Indexed

Whenever I think of my trip to Bhutan, I get visuals of a band singing Stand By Me in the busy town square in Thimpu, the picturesque road to the Dzong in Paro, the greenery outside my homestay in Haa Valley.

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A glimpse of Haa Valley

 

Whenever I think of my trip to Bhutan

I feel the comfort of my host Rinchen Om’s voice when she said pray to goddess Tara and you will get everything you want;

I feel the warmth of my host Samten Om’s smile when she had no common words to communicate with me;

I feel the excitement of my host Eden’s conduct when she was sharing stories of Bhutanese culture;

I feel the enthusiasm of little Tenzin’s laughter; I feel the calm Tenzin Om’s demeanor.

Tony Perrottet is not wrong when he states you will suspend your disbeliefs gladly because of the people of Bhutan.

Their earnest beliefs will touch your heart in a way few experiences can.

Journey to Bhutan

If I say I got intrigued with Bhutan when I heard of Gross National Happiness, I am sure it won’t be a surprise. The intrigue factor just increased when I discovered that tourism is controlled. A nation in sync with nature, right in my neighborhood. It was always on my travel list.

Therefore, when I decided to spend some time in Sikkim for my sabbatical, I decided to visit Bhutan too.

I traveled in June 2017 just before the monsoon season in July and August. It is advisable to avoid the monsoon season because of landslides, continuous rains etc. But, I am sure if you plan meticulously, it should not be a problem.

The easiest way for me was to take a bus to Bhutan from Siliguri. The buses ply from 7:00 AM to 12:00 noon. I took a normal bus which cost me Rs.140, the cheapest I have ever paid for an international destination.

Bhutan - Tiger Nest

Bhutan Visa Rules for Indians

When I was researching on what all permissions I need for my trip, I got confused with contradictory information.

Some said confirmed accommodation bookings are compulsory, some said it is fine only for your first destination in Bhutan after Phunstonling. Some said solo travelers are not given permissions easily etc.

Let me debunk some of these myths based on my experience.

Citizens of India, Bangladesh or Maldives, don’t need a visa to enter Bhutan. However, one does need permissions for the further itinerary.

Citizens of these countries also exempted from $250 package rule. Tourists of other nationalities need a government certified tour operator to organize their trip.

Permissions at Phunstonling

If you enter Bhutan via Punstonling, you need to visit the Visa office and get your permissions for the journey ahead.

The business hours of the office are 9:00 AM to 5:00 PM (local time).  If you arrive after 5:00 PM, you can either stay at Phunstonling or Jaigaon, the border town on the Indian side.

The popular opinion on the web is that getting an accommodation in Phunstonling is difficult. I came across a lot of options for all budgets. Some of them were within walking distance from Visa office.

However, the starting price for a decent room is Rs/Nu 1000. Which reminds me, Indian currency is revered in Bhutan and all merchants, hotel owners are more than happy to be paid in INR.

Documents Required for Bhutan Visa

A passport with minimum validity of 6 months or a Voter Identity Card is acceptable as a proof of identity. Aadhar Card is not considered as a valid proof by Bhutan government.

To get permissions, you need to submit following documents:

  • One copy of id document (self-attested)
  • Detailed itinerary
  • Booking confirmation from hotels at each place
  • Photographs (I think two!)
  • Visa form available at the office. A wise idea will be to collect the copy of the form beforehand if possible.
  • Self Declaration (for solo travellers)

The detailed itinerary should mention the places you want to visit, number of days at each place along with the confirmation of booking from the hotel/homestay/guest house you’d be staying at.

If you don’t like paying for hotels in advance, you can try the no credit card option on booking.com. The confirmation receipt from booking.com suffices as a proof or you can ask your hotel/host to email the confirmation to you.

Soft copies are not accepted, therefore ensure you have hard copies ready.

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Somewhere on the way to Tiger Nest

Solo Traveling in Bhutan

Solo traveling is not common in Bhutan. A solo traveler is a surprise, an Indian solo traveler more so and a female Indian solo traveler is apparently a rare sight. So, one gets all kinds of advice from hotel staff, visa office personnel, even the visa officer.

The hotel staff at one place told me you won’t get permission, the visa office personnel said it looks difficult, the visa officer told me the world is a cruel place, we all should be safe!

Well, they all had good intentions with these comments. They were commenting on the basis of their past experience. As for me, I was already in Phunstonling, I could have returned without trying or I could have returned after trying for permissions. In that situation, returning after trying made more sense.

So, I went ahead with my request of solo travel for 10 days in Bhutan.

A solo traveler has to provide additional declaration (on plainn A4 sheet) that he/she is traveling alone and will be responsible for his/her own well being.

As for the world is a cruel place? The well-meaning Visa officer was only checking if I have traveled alone earlier and if I have it in me to experience his country alone. After, sharing few friendly suggestions and warning me not to work at all, he signed off my permission request smilingly saying, you guys should teach us IT.

Capital City of Thimpu

My first destination was the capital city of Thimpu.

The journey from Phunstonling to Thimpu was a reminder of treacherous slopes of Sikkim I traversed a day before.  The mist on long winding roads felt familiar and comfortable. The little bus which could seat 30 people was full of locals and their newly acquired possessions for business and personal use.

At each checkpoint, from my last seat, I had to hop on various baskets and buckets to go out and get the permissions checked. It was the only way I got reminded that I am not in my own country.

Otherwise, the friendly chats with locals in Hindi, their experience with Jabong and Myntra hardly made me feet that I am beyond the borders of the homeland.

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Paro

After 6 hours of the slow ride, I reached my destination 5 Km outside of Thimpu city.

A kind fellow passenger from bus offered to drop me at my Airbnb host’s house because the walk would have been difficult.That lady took a detour, dropped me at the location, ensured I was picked up safe and then left.

At that time, I wanted to tell that visa officer, the world may be a cruel place but kindness is trying and that matters.

My Airbnb host in Thimpu is vivacious and charming, to say the least. She is one of those people who can brighten a room with her stories and anecdotes. Her effervescence was matched by her husband’s grace.

Being at their home for three days felt like visiting old friends, where time was spent in sharing stories, drinking wine and enjoying the food.  Now, I have an idea why my fellow Airbnb-er from India, seemed totally smitten by the couple.

Thimpu: City with Music As Its Language

My most important to-do task in Thimpu next day was to get permissions for Punakha and Haa valley. The process at Thimpu visa office was much smoother and faster.

I only had to submit another declaration about solo travel along with the permission document from Phunstonling. Once that was done, I did not visit any other government office in Bhutan again.

I had no set agenda or plan to explore Thimpu. I was not aware of must-visit destinations. Being a non-city person, I usually miss researching about these things.

I just walked around the city and went to museums, markets, gardens, at my fancy.

After lunch, I stumbled into the launch of indigenous potato chips at the Clock Tower.

Sitting in the crowd, not understanding a word of local jokes, watching groups gather and disperse, I felt I was watching a movie.

Stories were playing all around me and I was just sitting there and watching them. There was a quaint familiarity about Thimpu. The cafes, markets, people seemed all familiar to me.

My host at the Airbnb surprised me with a dinner when I reached back. She made traditional Bhutanese cuisine for us (my fellow Airbnber and me) which was scrumptious.

On my host’s recommendation, both I & fellow Airbnber went to a popular club in the city later.

At 1.30 A.M, in a foreign land,  I was quizzing a Bhutanese guy on Kishore Kumar songs and he was getting every word of the song right! The crowd went berserk when Channa Mereya came on.

The place was small and crowded. But, not once I felt uncomfortable or unsafe. It just seemed like one big celebration where everyone wanted to enjoy and have a good time.

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At a museum in Thimpu

The experience was similar when I attended the concert on South Korea and Bhutan friendship next day.

It was the most awaited event for the Bhutanese; Someone suggested that I should attend it because I will be in Thimpu that day. My host’s husband told me I won’t regret attending it for sure.

The tickets were free for citizens but the tourists had to pay. Though, the guard at the entry gate was kind enough to allow me to enter the venue without one.

The energy at the venue was electric, girls swooning over popular boy band from Korea (pardon my memory for not remembering the name), standing at the gantry I was enjoying the cheer that music brings to our lives, even if words make no sense.

I think I will always remember Thimpu as the vibrant city with music as its language.

Coming up in part 2 – A visit to the land of fertility temple, new friends and the tranquility of belief.