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Chicago HUG: Creating Remarkable Experiences

Sarah Corley
#Industry Insights, #Events, #HubSpot
Published on January 24, 2019

Diagram's Sarah Corley recaps the January 2019 Chicago HubSpot User Group meetup which featured author Dan Gingiss.

It’s 2019 and there are so many ways that customers can interact with your business! Through social media, email, in person, online through an instant message feature, through paid ads, etc. Basically, the list goes on and on.

So how can you create a remarkable customer experiences? That’s exactly what Dan Gingiss, speaker, podcaster and author of Winning at Social Customer Care, spoke about at the first Chicago HubSpot User Group meet up of 2019.

Dan shared an awesome equation that illustrates why people are so willing to share their positive and negative experiences.

Experience expectations + emotion
= willingness to share

When a company exceeds expectations by creating an awesome experience, it makes customers happy. Happy customers share their experiences with others, which means that they turn into advocates for your brand. 

Another way to think about it is this way—no one says, “I’d like to tell you about a perfectly okay experience that I had with a brand.” In fact, people are willing to share remarkable positive experiences because it’s so rare.

As content marketers, every word we use matters. Here are two great examples from Dan’s presentation—and these are photos that he took himself. 

It is illegal to bring any cup inside our store.

How does this sign make you feel as a customer? The language is seems almost accusatory. In fact, several customers tweeted this company about this sign and its language. Crazy, huh?

What about this sign?

Almost there! Please use other entrance.

Better, right? It seems friendlier.

That’s because every word truly does matter. Whether it’s ads, on social media, in emails and in phone calls, your words evoke feelings and those feelings can make or break a customer’s experience with your business.


How can you create remarkable customer experiences that turn your customers into advocates?  Dan encourages you to ask yourself, “is this something my customers are going to talk about?” He follows it up with some excellent advice. The best way to understand your customers is to get into their shoes. In his book, Dan shares countless examples of how brands can create advocates through social media.

Dan went on to share 7 tips to create remarkable experiences and answered questions from our HUG members. He even brought signed copies of his books for our raffle! 

We were thrilled to have Dan as our first speaker of 2019! What's coming up next? It'll be a content pillar workshop on Feb. 20. Sign up for updates!