How this company sabotaged their exponential growth & turned off loyal clients in one fellow swoop
How this company sabotaged an incredible growth opportunity PLUS what they could have easily done differently to maximize loyalty
About This EpisOde
In today’s episode of Delight Your Soulmate Clients, we dig into the nitty-gritty about how this company had such an incredible opportunity for exponential growth, and how instead of leaning into that, they sabotaged that potential as well as turned off loyal clients in one swoop.
Okay so if you’ve been in business and online space for any amount of time now you have heard and you have experience with the business when we talking about today.
Probably need no introduction to this business and when I talk about the date you’re going to know exactly what I’m talking about because I bet that the same experience has happened to you and I’m going to break down exactly what they could have done easily so much better to avoid these two outcomes that they created both with their existing clients and with the brand new clients who just found them.
This episode is all about Zoom’s approach when everyone had to rush online to hold meetings and classes.
Now I love Zoom and have been using it for years so I felt like I knew it inside and out
BUT, let me tell you how frustrated, upset, and turned off I was after this Company changed the security settings around holding meetings on Zoom.
So here’s what happened…
→ meetings being hacked because they weren’t built to scale
→ no clear onboarding for how to set up (even when I joined years ago, someone else walked me through the process, not zoom)
→ NO NOTICE (current clients found out when they HAD A PROBLEM – not the way to run a business)
→New clients to zoom have no clue because it keeps changing and no leadership or outreach from zoom
→Now CURRENT clients are also confused af (essentially screwed them over)
→No preparation, no warning, no clear guidelines about what to do, business owners left to fend for themselves
→Now no one is left vouching for you after “hacking” incidents (aka people posting to social with the room number at the top of the screen unbeknownst to them, and no security settings, unbeknownst to the host of the group) and changing everything on current clients with no warning (having meetings set up that guests cannot access)
They screwed over everyone (or at least that’s how their clients felt)
Zoom I know you can do such better work than this.
Here are your takeaways Zoom:
All you have to do is this…
→ Create an onboarding process with a video walking new clients through the whole process of setting up their account and the security process
→ Anytime that you make an update to this system that affects anyone other than brand new clients, you need to send out
1. An email with a video talking about what you changed and how it affects them and how they can go about doing any change that they potentially need to make
2. In case they missed the email, you need to have a notification pop-up when I next enter the application as a host and you need to link to a web page with that video and that message that you would have sent in the email
→ Also explain how that change benefits all of us like: why was it necessary and how you’re helping us on the direction that we’re going
Here’s what’s missing from the Client Delight™ Framework.
→ delivering what I expected and what was promised
→ the excitement
→ letting me know what’s expected from you
→ identifying what you expect from me
→ the guidelines
→ highlighting the direction I’m going
→ my next step with immediate value
Once they have all 8 pieces in place, they’ll be good to go.
This is what I do with my clients, if you want to check it out go to ClientDelightFramework.com
Here’s what you can implement into your business right now:
→ first of all the biggest takeaway from this is that your company needs to be built with growth in mind okay had a zoom been prepared for this it would have been a completely different story okay instead they were scrambling
→ anytime that changes are made especially when it’s to the benefit of your clients tell them about it, don’t leave them to find it out on their own and struggle and be frustrated with how to get it to work again especially when it’s something so essential & what they rely on as business owners
→ I think another really big key here is the onboarding process. When I first got on Zoom I was taught by somebody else. Zoom did none of the teaching to me & that’s a big problem when it comes to loyalty, right? Because I got that experience from somebody else connecting with me and teaching me how to use Zoom. Client should start by connecting with the company themselves at the beginning that relationship, which builds that knowledge and that trust that I can rely on them to teach me, especially when new things come up
→ so really ask yourself: is my company as it stands today built for this kind of exponential growth?