The Baer Facts #2: Proactive customer service, AI in marketing, pineapple rum, and how to get a good sleep in a hotel...

So, This Happened

Every month, I spend a few hundred dollars on software licenses. $20 for podcast hosting. $49 for livestream software. $144 for my Google accounts. And on and on and on. 

The usual do-si-do in the software business is they sign you up on a free trial for 30 days. But you have to provide your credit card information to get access to it. They start charging you on day 31, and keep doing so until you tell them to stop. More than once I’ve forgotten to cancel something I decided to not use on an ongoing basis, and that can get a little pricey (and frustrating).

But there’s a better way. Canva makes easy-to-use graphic design software. I bought a new license for my assistant, Maddie (more about her below). I signed up for the free trial and coughed up my AMEX number. 

I expected to be silently charged on day 31, but five days BEFORE the fees commenced, they sent me an email: 

“We hope you’re enjoying Canva PRO. This is a reminder that your subscription will begin automatically in five days.”

AMAZING proactivity that I have NEVER seen in the past from any software company.

Does this cost Canva some revenue? In the short term, I suspect it does. But, the customer loyalty benefits are significant. And, they don’t have to devote as much staff time to processing cancellation requests and credit card refunds. 

One of the most important goals for any business is to close the “uncertainty gap.” That’s the distance between what you, as the business owner/manager, knows about what’s going on, and what the customer knows. 

Being proactive like Canva is a terrific example of closing this uncertainty gap. Customers uncertain about when their paid account will begin or confused about how to cancel before that date? Just reach out and let them know. 

Don't Lose This Number

Of all the software I’ve tried and bought over the years (and it’s a LOT) I’ve never had a company proactively alert me that they were about to start billing my credit card, until Canva. 

Remarkably, however, 87% of adults in the USA say they WANT to be proactively contacted by businesses. (See this great roundup from SuperOffice about the power of proactive customer service for more on this subject).

We are truly misaligned when nearly 9 in 10 customers want proactivity but 1 in 10 (or fewer) businesses offer it. Between now and the next issue of The Baer Facts, think about how you can “make the first move” with your customers, okay?

Mr. Microphone

Surrounded by animals! Two in-person events since I wrote to you last! I was in Orlando for the Petland conference and learned a lot about soaring revenue in the pets business during the pandemic. I talked about customer service and Hug Your Haters. 

Then I went up the road to keynote iCAST, the biggest event in the fishing industry. Like five million other Americans, I started fishing during the pandemic, and it was wild to be at this trade show featuring every product manufacturer in the industry. I talked to them about Coveted Customer Experience. Before the next issue of TBF, I’ll be in Chicago for the Build a Better Agency Summit, where marketing agency owners gather at the feet of my brilliant friend, Drew McLellan. 

I also have a nifty live broadcast on 8/5 with my pals at SharpSpring to announce the participants and topics in their Revenue Rockstars fall digital events series. 

And, a Webinar on 8/12 with Decibel featuring my friends Katie Cavender from the College Football Playoff, and Andrew Jasenak from Amtrak. We’ll be talking about how to use advanced social media listening to improve business innovation and operations. It’s going to be a good one. Tune in, won’t ya?

The Books Report

Jim Lecinski wrote one of my favorite marketing books, The Zero Moment of Truth. He’s back with a new winner, written with Raj Venkatesan.

The AI Marketing Canvas gives you five ways to improve your marketing using artificial intelligence. You’re already using AI in your marketing, although you may not ever realize it. This is a watershed book. Digital marketing pros (in particular)...it’s a must-read. 

Now, Hear This

I mentioned Hug Your Haters above, and I talked about that concept and how to handle online negativity on the Addicted to Business show. (Youtube)

Super fun to be back on Steve Walker’s CX Leader podcast, talking about why customer experience is a more vital business differentiator than ever before. (podcast) 

Big thanks to Gong for including me in their feature: 5 Unforgettable Out-of-Office Messages You’ll Want to Copy. (article)

Speaking of Andy from Amtrak, he was my guest on my Social Pros podcast recently, talking about how Amtrak uses social media. You’ll love how they activated their fans when the trains were stopped during the pandemic! (podcast)

Now, Drink This

I am a tequila guy, and am actually a certified tequila sommelier. Each issue, I’ll make a drinks recommendation to you. Often, tequila. 

But not this time!

At a recent rum tasting event, I discovered Stiggins Fancy Pineapple Rum, from Plantation. Named for the rum-loving character in Dickens’ Pickwick Papers, this is a delicious, inexpensive dark rum infused with pineapples. Makes an incredible daiquiri, and is very nice over ice. 

Their website has all the info, including the story of how they tried 100+ types of pineapple before finding the right variety. 

Life Hack

Sunrise is early in Orlando. And that sun….is…..bright. Had to dust off one of my all-time favorite travel hacks last week. Have an annoying gap in your hotel curtains that funnels searing solar energy directly into your eyeballs while you’re trying to sleep? Get a pants hanger out of the closet. Problem solved (this is my actual hanger in Orlando).

Thanks so much for being a Baer Facts Fan! Next issue arrives on LinkedIn on August 17. 

Want it three days sooner, and via email? Go to TheBaerFacts.com to subscribe.

As always, any questions, ideas, thoughts, observations, or recommendations…...just comment. I see them all.

You’re the best!