As an employee at Mindvalley, I can testify that customer happiness is our main priority, but are we really providing the best experience for our customers 100% of the time? This is a goal that we strive for daily in our company, and in order to do so, the first step is to remind ourselves:
We don’t have customers.
Instead, we have students. Not only do our products revolve around “training” an individual to enhance his or her life, but we too are learning and growing with our customers as we discover and develop personal growth as an industry and a way of life.
So this is exactly how we treat our customers – like our valuable students. Like teachers, it is important that we connect with them by responding to their requests and queries, and try to understand their concerns while looking for more ways to be creative and inspirational guides. We even add little personal touches to our communication, such as our cheesy signature lines.
We believe our students are investing in their own personal growth.
People want to feel valued and we aim to create this environment through our interactions with them. For instance, we try to avoid using the word “buy” – instead, we use the word “invest”; an investment in growing yourself is exactly what Mindvalley is all about.
Here’s another example: we have a lot of students who are middle-aged or in the golden years of their lives, having just hit a hard time or are hesitant to invest in themselves. I personally believe we should help reignite their fire by adding a complimentary program to their library. By gently guiding them and treating them like family, they regain their spark in life and are more than happy to share their experience with people they know.
Yes, this in return benefits us as a company, but money is only a by-product of doing what we believe in and what we love. We too are students of our own programs. We understand that our students pay good money for our products and we are committed to providing the best value to our students.
We never underestimate the power of our words.
We read their emails, empathize and respond in kind and genuine ways, reassuring our students by going the extra mile and giving back more than what is expected of us. We believe in the power of words and constantly address our students with positive and empowering language even when they are negative or self-defeating in their emails to us.
By doing so, they will know we really care about them, we really understand them, and they start seeing us as their friend, a very good and dear friend.
We surprise our students with gifts.
Mindvalley also offers special deals and features for the programs our students are interested in, as well as include warm little stories and details to motivate them.
We add testimonials and real-life stories in our pages and our emails. We’ve found that people love testimonials, and that stories have the gift of inspiring our current and prospective students. The best way to interest people is to let them identify and find mutual ground with others who share similar experiences.
By applying the practices above, we are able to ensure that our students get the best customer experience and happiness. After all, we are a business of transforming lives. Every person whose life we’ve touched and guided drives us to continually put our best efforts forward.
If there’s one thing I would like for you to take away from this article, it is that customer support should come from the heart. No matter what the nature or industry of business you are in, by making your service human, creative and genuine, you won’t just be serving and assisting your customers, but you will also definitely rock their world, and their lives.
Dana Saviuc is a writer and currently the leader of Mindvalley’s Product Development Team. She was formerly a member of the Customer Experience Team (or better known as the WOW team) where she was knee-deep in customer support emails and as a result, enjoyed an average customer satisfaction rate of 9.5 out of 10.