Mindful Metrics

Love is a metric that affects the bottom line

Love is a metric that affects the bottom line

This is the year of love. At least it seems that way to me. Okay, it’s springtime here in O-Town, which might have something to do with it…

But I don’t think it’s just the season. I first noticed the love is in the air trend last fall when I went to work at Klipfolio. I quickly became a fan of the company - I found myself not only loving my job, but also my colleagues, our product and our customers. Everything about Klipfolio resonated with my inner being. I have only felt that way fleetingly in past roles and it drives me to be my best and do my best.

User Experience needs love

Last November, Klipfolio sent me to a User Experience conference in my hometown of Ottawa. Again, I was confronted with the notion that love is at the core of all that is good and in this case all that powers quality design. Each speaker seemed to have the same message at the heart of their presentations – design teams, product managers, sales and support, basically the entire enterprise all need to love and respect each other in order for the best user experience to come to fruition. Without it bad products and services and poor user experience are the result.

Just last week I was again confronted with the powerful notion that love is at the centre of customer satisfaction and company growth. I had the great good fortune to represent Klipfolio at #Advocamp, a one day event hosted by fellow startup @Influitive.

Customer advocates need love

Speakers like Jeanette Gibson, Hootsuite’s VP of Customer Experience & Community, showed how her wildly successful company supports advocates to help each other and also gain valuable skills. Successful customer advocacy at Hootsuite looks like a combination of: listening to what customers are saying on social media; offering different and prized benefits like certification; building community through gamification platforms; engaging customer advocates with live events such as Hootups; celebrating brand ambassadors with novel ideas like yearbooks and adapting their customer advocacy programs to local regional differences. Love for customer and brand is the thing that ties all of these strategies together.

Company growth needs love

Love also builds loyalty. Net Promoter Score (NPS) inventor and Bain consultant, Fred Reichheld, spoke to us about the need for loyal customers. Four things loyal customers do that build a company’s growth:

  1. Buy again
  2. Buy additional lines or services
  3. Refer friends and colleagues to product or service
  4. Provide feedback

I’ll leave you with this from Reichheld’s NPS talk: The question a company has to ask its customers is this: How likely is it you would recommend us to a friend? If the answer is a no or a very unlikely, your love metric needs some attention. Love should inform all that we do…

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