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In this episode of the Customer Service Secrets Podcast, Gabe Larsen is joined by Sioban Massiah from Twitter to discuss the Power of Connection and how to retain customer loyalty. Learn how Sioban connects with customers by listening to the podcast below.
Growing Your Connection to Retain Business
Partner Experience Manager at Twitter, Sioban Massiah, has quite the diverse background in customer advocacy and support. Having a deep understanding of customer needs, Sioban has been at the forefront of building lasting connections that retain customer loyalty. Sioban remarks, “You need to make sure that you are keeping them happy and working with them to continue to grow your business. So once you grow your relationships and your connection, your business can’t go anywhere but up.” Building connection is more than business alone, it is listening to your customers and providing the best products and services available tailored to their needs. Ultimately, the power of connection simply comes down to how a company resonates with their customers. If the connection is strong from the get-go, a company is more likely to retain those customers and their long-term support.
Small Changes Make a Big Difference
Having worked at world renowned conference company, TED, Sioban knows that it’s the small but important changes that make a world of a difference to the customer. While recounting her time at TED, she discusses how after each conference, a post-event survey was conducted to the attendees. The purpose of these surveys was to gauge what TED’s listeners wanted to hear in future conferences so they could provide conversations tailored to their listener’s interests. Carrying these customer experiences with her, Sioban understands that creating big changes to modify products and services to the customer’s interests may be difficult for small businesses. To help, she says:
You don’t have to become the alchemist’s book of businesses tomorrow. You can do small things that are just, “Okay, well this works. We have this first step. What’s next? How do we move forward a little bit?” And I think that we’re people of instant gratification right now, and we’ve lost the art of slowly building the connection. And I think that that is where we can start and it’s going to take small changes to make a big difference.
Building a connection with customers is vastly important when it comes to maintaining customer loyalty and what may seem like small changes can actually make the biggest difference in the long run.
Align Your Company With Your Purpose
Sioban has noticed a pattern in the business market, that is if a business was created simply to profit from their customers, it is clear in their business practice. However, if a company was created to thoughtfully engage with their customers, it is apparent and those with similar alignments will be drawn to that company. She has found that when a company is aligned with their main purpose in all aspects of business, employees tend to stay on longer and customers continue to come back for more. She notes:
No matter how good an employee is, if the person is not aligned with who you are as a company and serving that purpose, they’re not going to be a good fit anyway, and there’s going to be somebody who is aligned and is a good fit, and those people are going to be drawn to you. Because once you start putting your purpose out there, you start attracting the people who are aligned with it.
Aligning a company with its beliefs has proven to be successful for Sioban during her time at Twitter. In fact, she accredits Twitter’s success within the last three years to its alignment with company beliefs. Sioban hopes companies will understand that opportunity is presented to everyone. It’s what you choose to do with that opportunity that truly makes the difference between failure and success.
To learn more about the secrets to connecting with customers, check out the Customer Service Secrets podcast episode below, and be sure to subscribe for new episodes each Thursday.
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Full Episode Transcript:
The Power of Connection | Sioban Massiah
Intro Voice: (00:04)
You’re listening to the Customer Service Secrets Podcast by Kustomer.
Gabe Larsen: (00:11)
All right, welcome everybody. We’re excited to get going today. We’re going to be talking about the power of connection. I think this is going to be a fun one. We’re going to be talking with Sioban Massiah. She’s currently the Partner Experience Manager at Twitter. Sioban, thanks for joining. How are you?
Sioban Massiah: (00:24)
I’m great. Trying to get used to this new normal that is our lives, but can’t complain about it.
Gabe Larsen: (00:30)
Yeah, we were just talking about that. It’s like it’s happening. So get used to it. Whether you like or not, things are still –
Sioban Massiah: (00:36)
Yeah, I was going to say we definitely didn’t have a choice in this one but –
Gabe Larsen: (00:39)
That’s right. That is just the way things have kind of worked out. Well, I’m excited to have you on. You’re obviously at Twitter now, but can you tell us just a little bit about yourself, your background? I think just kind of a fun little background.
Sioban Massiah: (00:50)
Sure. My background is very, very diverse. When people look at my resume, they were like, “What? How did you even get to where you are?” I was one of the, sarcastically, fortunate people to graduate with a marketing degree in the recession in 2008. And we all know marketing was the first thing to go in 2008 when the recession happened. So I kind of just landed in sales because that’s what marketing people did in 2008 with a degree and student loans. I think working in sales was actually one of the best things that could’ve ever happened to me. I learned how much I hated working in sales because I didn’t like pushing things that weren’t something I authentically believed in, but it also brought me into a space that I actually never even thought about, which was conference companies. And that was super helpful because it showed how people thought it gave me a diverse perspective. I learned about so many different industries and was able to take all of that mashup of my skillsets and really be able to think about customers and what they want, what their stuff are, high level. So went from conference companies to one of the best conference companies in the world, Ted Conferences, Ted Talks. I love it.
Gabe Larsen: (02:15)
You know, I’ve met the actual Ted. I’ve met him before. He is just cool.
Sioban Massiah: (02:19)
I was like, “Which Ted?”
Gabe Larsen: (02:23)
I don’t actually know where that name came from but –
Sioban Massiah: (02:24)
I, well, a little tidbit, Ted stands for Technology, Entertainment, and Design, which –
Gabe Larsen: (02:29)
Oh I did know that. Oh man, I wish we weren’t recording. That is, that’s right.
Sioban Massiah: (02:35)
It’s okay. Somebody who’s listening may not have known. So we’ll just add this to the information that they’re learning on the podcast. So, went there for a little bit, loved it. But wanted to expand a little bit more on my career, move to something where I’m focusing on engaging a different type of community and I landed at Twitter, which I absolutely adore. I think no company is ever going to top Twitter for me. I just, I think Twitter moves with a purpose, so super happy to be here, even though I shifted a little bit more to the partner side, which are still our customers. I love it.
Gabe Larsen: (03:20)
Wow. Yeah. Well, it sounds like you definitely have a background in kind of keeping people happy. So it’ll be fun to dive into the topic and Twitter you’re right, it’s just a cool company and they’ve been able to do a lot of cool things. So I don’t blame you for taking the chance and jumping ship. That sounds fun. Well, let’s turn the topic for a second. Let’s talk about this power of connection. What — start big, what is that? What is the power of connection?
Sioban Massiah: (03:45)
So to me, the power of connection is just how people resonate with their customers. I think connection is obviously more than just business, but I realized that there was a strength in it from the way I went from my different jobs. Other than Ted, every position that I’ve had has been a referral. And I thought that was very, one, I just thought that was very normal until I started actually engaging with people and realizing that referrals and people actually advocating for you strongly wasn’t a common practice. And when I asked people, why would they, why would they champion for me so much? They said that the connection that I have, the authentic connection that I have with people is a skillset that other people didn’t have. Everybody is presented with an opportunity, but it’s how you take that opportunity and keep going with it and how you run with it that really stands you apart from other people. As I started moving within my career, I realized that that was something that also sets you apart as a company, within organizations, not being empathetic and not being culturally concurrent and not actually knowing your customer, was something that was a big hindrance. No matter what you did, no matter how you did it, if you didn’t actually listen to your customer and figure out what they wanted, you weren’t succeeding as a company. My favorite example is when you call into customer service and you can almost anticipate what they’re going to say, “Hello, Sioban. I, yes. I completely empathize with what you’re saying. I can imagine that…” you can repeat it verbatim if you actually speak to somebody. And it’s like, I literally asked customer service people, “Did you listen to anything that I just said? Can you repeat to me anything that I’ve just said, bullet point wise?” And they can’t and it’s like, “Wow. So I just went through this spiel of what happened to me, for you to read off a script.” So I think that no matter how helpful you are, no matter how good at what you do, if you are not actually in tune with your customer and connecting with them on a level that is not service of an exchange of service or product, you’re not going to move forward and you’re not really going to keep these customers.
Gabe Larsen: (06:06)
Why do you think people mess that up? I mean, because what you’re saying, I mean, I’m like, yeah. Yes, we should be doing that. Is it because, we go to scripting because we want to control it? You have a couple bad examples and so you kind of have to tighten down the controls and make sure people are, they’re all saying the same thing. So you don’t go off in a tangent or offend somebody in this kind of world of offending people that we sometimes we find ourselves in. Why do companies not do that? How have they gotten away from that?
Sioban Massiah: (06:37)
So, I have two answers to that, but the short answer are, people are lazy. It’s very clear when things, especially things like what’s going on right now are happening. You see who are businesses and are customer focused and you see people who are in it just to make money. It’s very, very clear. So some people are about profit and some people are about purpose and companies that are about profit in this space are, it’s very clear. And people who are about purpose are the ones that are engaging. So I think that’s the first answer, but of course you, the scripts are needed because you want to make sure communication is consistent across organizations. But I think that the script is the foundation and the training to be connecting and actually empathetic with your customer is what you build off of. You need to hire people who these practices are actually part of who they are in general or just who they want to be and who they see themselves being. So that way, this script is something that they can work with, but they can still connect and empathize with their customers and how they and their company are company-wise.
Gabe Larsen: (07:52)
Yeah. I love that. I love that. I think they’re, sometimes they’re necessary evil scripts, right? It helps you control, but you got to kind of find that balance. You mentioned the word purpose, and I just wanted to follow up on that. If you can, people are about profits or purpose, how do you do that? How do you get your employees or your brand or your customer service reps, or how do you get aligned around a purpose? I mean, ultimately a company can’t function without profits. And so that has to factor in, I guess –
Sioban Massiah: (08:25)
Gabe Larsen: (08:25)
You’re right. You can kind of tell when people are just looking to like, make a buck versus, they’re all aligned around kind of a common vision or purpose or mission. I don’t mean to go on a tangent. Any thoughts on that one? How do you kind of get it?
Sioban Massiah: (08:38)
Tangents are my favorite place, so we can definitely go there. I think once you’ve actually established a company and you don’t have a purpose, it’s super hard to align it. Because now you’re switching things up. Yeah. You’re playing catch-up, you’re switching things up. So when I actually speak to people who have small businesses, I’m like, what are you doing this for? Make it clear. If you are starting this company, why? And if you do not know why you’re starting this company and you can’t communicate that to your customers, why should they keep working with you? So I think for small companies, that’s the first thing you need to do is the purpose of why this company is important to you. Some people are out here to just make money and that’s fine, but it’s going to be clear. I think for companies who don’t have that purpose, I think that’s something that they need to actually take some time out and really establish. And once you establish what the purpose is, the people will come to you. So things will fall in line. And it sounds very hippy dippy of me, I apologize. This is like a business podcast, but –
Gabe Larsen: (09:50)
We’re people too, we’re humans first.
Sioban Massiah: (09:53)
Yeah, I think one of my favorite books is the Alchemist, is when you want something, the whole universe conspires to make sure that you get it. And I think that biases to even businesses. So, I just think that creating the purpose will make it clear as a company and company employees leave and go. They come, they go. So when you have a purpose, the companies, the employees who are not aligned, they’re not going to stay. And I think honestly, no matter how good an employee is, if the person is not aligned with who you are as a company and serving that purpose, they’re not going to be a good fit anyway, and there’s going to be somebody who is aligned and is a good fit, and those people are going to be drawn to you. Because once you start putting your purpose out there, you start attracting the people who are aligned with it. So that’s why I think it’s so important to actually have that alignment and make sure that purpose is very clear. Twitter as a company wasn’t purpose driven before. They put a purpose in place in 2017 and talking to another co-founder, one of the co-founders, they say, they think that that’s what’s making Twitter the company it is right now. We obviously, we’ve gotten, Twitter’s in the news pretty much every week and I won’t go into that because I haven’t cleared that with comms yet. I think, I honestly don’t think I would have been at Twitter if it wasn’t, it didn’t drop a purpose, which is very, very clear. It’s to serve the public conversation. So no matter what you think about Twitter, you can’t say that we’re not doing that purpose. And I think conversation again, is one of the keys to connection and that’s why I’m at Twitter right now.
Gabe Larsen: (11:32)
Well, I love that. I mean, I think it’s, I mean, whether you were at Twitter or not, it’s interesting because it certainly felt like it was doing something and now there is, there feels like there’s something different going on. That’s fascinating to hear. Let’s continue down the path on connection just for a minute. So, we talked about kind of getting people aligned to a mission and that being part of connection. And then we talked a little bit about this empathy and having connection with your customers. Wanting to go down that path just a little further. How do you, or how have you found in some of your customer experience interactions that people can continue to build that connection piece? Is it just about empathy? Is there other things that help you kind of get further down that connection bond and strengthen it?
Sioban Massiah: (12:19)
Absolutely. Obviously business first live, we can collect these things. People are sometimes willing to share. So thinking about like, when I was at Ted, when we would make people sign up for conferences, we wouldn’t just allow them to sign up, they actually had to apply for conferences. They had to say why they wanted to attend a Ted Conference. We have that data. So now we are creating, if the conference that we had, was it aligned with something that’s a trend we saw, we took that data and we were like, “Okay, well now let’s start looking into this as content. Let’s start looking into this for our audience. These are people who are willing to pay, and this is not even what we’re presenting yet.” What, imagine how much they’re going to be engaged if we actually present these things. I think when it comes to Twitter, it’s just in general, we literally have what people want on our product. Like, wow. They’re telling us what they want. They’re telling us how, what they’re interested in. Like we literally are and they don’t even know it. I think that there’s always ways in which you are paying attention. So obviously customers, you do post-event surveys. Every conference has a post-event survey. So like being able to do those post-event surveys and quit making the questions that you ask a little bit more thoughtful, those are little things that you can do that are going to change the trajectory of how you work, period. It’s the catalyst to go a little bit further and you don’t have to make extreme changes tomorrow. Like you don’t have to become the alchemist’s book of businesses tomorrow. You can do small things that are just, “Okay, well this works. We have this first step. What’s next? How do we move forward a little bit?” And I think that we’re people of instant gratification right now, and we’ve lost the art of slowly building the connection. And I think that that is where we can start and it’s going to take small changes to make a big difference.
Gabe Larsen: (14:32)
No, I totally agree. It’s always the baby steps, right?
Sioban Massiah: (14:37)
Progress is a slow process as one of my friends said that to me probably the first week I met him and I’ve always taken that.
Gabe Larsen: (14:46)
Yeah. Yeah. And you’re right in the world we live today, it’s kind of like the “now generation,” right? We all want it now and immediately, but ultimately sometimes you got to just take that slow and focus on the small things and it’s customer service and success leaders. I think that’s where you got to go. You’ve got to focus –
Sioban Massiah: (15:00)
Gabe Larsen: (15:00)
On the small things. So as we kind of wrap here and as you summarize, we’ve hit a couple of different things, but –
Sioban Massiah: (15:07)
Gabe Larsen: (15:08)
Thinking about the power of connection, what advice would you kind of leave with the audience here?
Sioban Massiah: (15:13)
I think that my main point is to not just look at your business as a way of making money, and obviously that is the goal. That’s probably the sole goal for the most part, but is to really take a look at your customers and realize that the business that you have, if you are even listening to this podcast, is probably because you aren’t somebody that is thriving off of your customers. You’re thriving off of your partners. And you need to make sure that you are keeping them happy and working with them to continue to grow your business. So once you grow your relationship and your connection, your business can’t go anywhere but up for that.
Gabe Larsen: (15:56)
Yeah. Yeah. Exciting, I think that’s right. And I think you gotta stick to that kind of higher purpose. It makes a big difference. Thanks so much for joining. It’s a fun talk track. I like this idea of the power of connection. I might have to steal those words for something.
Sioban Massiah: (16:09)
Listen. Whenever you want me to come talk about it, I will be happy to.
Gabe Larsen: (16:11)
If somebody wants to get in touch with you or learn a little bit more about what you do, any recommendations? Are you open to that advice?
Sioban Massiah: (16:17)
Sure, absolutely. They can email me via my Twitter email since I actually use that the most, which is S as in Sam, I O@twitter.com or they can connect with me via Twitter at J, I push the brand no matter where. I am an advocate. Well, they do sign us up. They hope that we use it, but not everybody is an avid user. I have always been an avid user. So, it just worked out. But, you can reach out to me via Twitter at J as in John, U S T C A L L M E Sio. So justcallmesio, which is my nickname at work, and you can DM me there or reach out to me there. And email and Twitter are my fastest ways to contact.
Gabe Larsen: (17:08)
Awesome, well I love it. Well, really appreciate you jumping on. Fun talk track. Quality, the power of connection and openness. And the audience, have a fantastic day.
Sioban Massiah: (17:17)
Exit Voice: (17:23)
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