Guest post by Evan Carroll (co-author of the upcoming book Blue Goldfish)
If you’ve looked for a video conferencing solution lately, chances are you’ve encountered Highfive, a new device that turns an ordinary television into a video conferencing system. One thing I love about Highfive is its simplicity. You simply order the device for a flat $1,200 per room. That might sound pricey, however there are no monthly fees, no usage fees and no per-user fees. If you have two offices, you’re $2,400 away from a seamless videoconference experience.
While the device itself is simple, the technology behind it is anything but, which usually leads to cumbersome devices that are complicated to use and even more complicated to set up. A colleague of mine recently purchased Highfive and shared with me the series of emails he received to help ease the set up process.
The first email arrived as soon as Highfive was shipped. It’s not uncommon to receive a shipment notification, however this one had the little extras to make it special. It came from a real person, addressed my colleague by name and included a video on how to get started once Highfive arrived. My favorite part was a quick tip at the bottom, ‘While waiting for your device to arrive, check that there is a power outlet and live ethernet port near the TV where you’re connecting your device.” I like this tip for two reasons. First, it offers the customer something to do while they’re waiting, which inevitably builds excitement. Second, by asking the customer to prepare ahead of time, they’re able to jump right in when their device arrives and won’t be bummed when they can’t find an outlet.
Like many retailers, Highfive knew when the customer’s order was shipped and used that to trigger an email. While most automated emails are not as awesome as this one, I see shipment notifications as par for the course.
Where Highfive excels is in its second and third emails. In the second email a Highfive success manager says, “I noticed you haven’t set up your Highfive device yet and wanted to see if I could help.” The email concludes with a video explaining how to set up the device, an invitation to reach out for help and another quick tip.
This is where the brilliance begins. Highfive knew that the device had arrived by following the tracking number. Then, once it arrived, they knew the device hadn’t connected to their network, so they encouraged the customer to take it out of the box and try it. The third email detected when the device was used for the first time and congratulated the customer on setting up the first device and included tips on what to do next.
Highfive designed the experience of waiting for and setting up the device to ensure a positive experience for the customer. They used info-sense to send automated emails that were precisely relevant and made you feel like someone was personally watching over your order. They also went the extra mile to provide videos, helpful tips and address the emails from a person, not from a machine. This is the difference between Highfive and many companies. The Highfive team chose to go the extra mile to not just send great emails, but to build an intelligent system to make sure they were relevant and helpful. The net effect? Happier customers and customers ready to buy more devices, because they know it will be easy to set up. Without a positive email experience, it’s likely that customers would not be happy, return the device and not purchase more. Are you doing the little extras to make sure your customers are happy? If not, how can you use your data to create small moments that help your customers.
Lagniappe – Highfive is so confident in their product and support that they offer a risk free trial. Simply order a set of five devices. They’ll send them to you free and they’ll invoice you if you like them, or you can send them back. No questions asked.