How to Reduce Churn by 50% and Increase Customer Happiness with NPS Processes

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    12-Jan-2017

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How to Reduce Churn by 50% and Increase Customer Happiness with NPS GUILLAUME CABANE, HEAD OF GROWTH MARKETING, MENTION@NEILPATEL@Kissmetrics #KissWebinar@thuelmadsenTHUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsenHead of Growth Marketing @Mention | Ex-Apple | Startup Mentor at @numaparis. Doing Internet stuff since 97', still not billionaire but working on it! #PastafarianGUILLAUME CABANE Head of Growth Marketing, Mention @guillaumecabaneThue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras.@NEILPATEL#KissWebinar @Kissmetrics #KissWebinar@guillaumecabane1 Get satisfaction data in Kissmetrics under 5 minutesUse a dedicated NPS survey tool Create follow-up questions Analyze results2 Capture more data3 Action! Increase sales, reduce churn and create happinessTABLE OF CONTENTSBuild a simple email survey Use Kissmetrics URL API Analyze resultsUse Segment.com to get your NPS data to Kissmetrics and an email tool Send follow-up email Analyze resultsWATCH WEBINAR RECORDING NOWhttp://grow.kissmetrics.com/webinar-126?utm_medium=slideshare_deck&utm_campaign=slideshare&utm_source=slideshare&utm_content=webinar126&utm_term=nullMarketing (perceived value - real value) = marginGrowth hacking t = time spent on customer relationship (perceived t - real t) = marginAutomation + Scalabilty = Growth Marketing#1 Get satisfaction data in Kissmetrics under 5 minutes \o/NPS: NET PROMOTER SCOREHow likely is it that you would recommend our service to a friend or colleague?IT STARTS WITH A SIMPLE EMAILTrial Expired NPS Survey1 day afterSEND AN EMAIL AT THE END OF YOUR TRIAL PERIODEach image has a unique trackable linkOn click, send to your website and record the value in your analyticsDone !Email template available at https://www.sendwithus.com/resources/templateshttps://www.sendwithus.com/resources/templatesRECORD THE DATA TO KISSMETRICShttps://yourwebsite.com/thankyou?kmi={{email}}&kme=Answered+NPS+Survey&km_NPS Score=10&km_NPS type=freeSends visitor to your website, records the Answered NPS Survey event with score value and plan10User ID Event name Score value User segmentationkmi={{email}} kme=Answered NPS Survey km_NPS Score=10 km_NPS type=freeSEND AN EMAIL AT THE END OF YOUR TRIAL PERIODDATA ANALYSISHigher NPS scores lead to better retention#2 Capture more dataGuillaume CabaneMention Net Promotor Score isnt just a metric - its an excuse to dig deeperSEND USERS TO A FORMSend survey respondents to a form where they can give a reason for their score.Engagement is better while inside your app, so when possible display the survey in-app first, and default to the email in backupUSE A DEDICATED NPS APPDATA ANALYSISChurn by NPS reasonLOG IN WITH GOOGLEStart Your Free Kissmetrics Trialhttp://grow.kissmetrics.com/googlesignin?utm_medium=slideshare_deck&utm_campaign=slideshare&utm_source=slideshare&utm_content=google_signin_km&utm_term=null#3 Action! Increase sales, reduce churn and create happinessIncrease sales NPS FOR YOUR TRIAL USERSThe key is to get that data back into Kissmetrics AND other tools, which is possible with all NPS solutions offering webhooks or a Segment.com integrationMAKE USE OF THAT DATAReminder E-mailsDisplay survey in-app for 5 daysSend survey dataGet customer dataFollow-up emailsMAKE USE OF THAT DATATrial expiredIn App Email SurveysAnswered NPS SurveyReview 100 mentionsTrial extension 30% off referral Thank youreferral > 2NPS >= 9 downgradedNPS > 6+ evaluatingNPS > 6+ expensiveno inviteNPS > 9 NPS < 6DISCOUNT AUTOMATION72%Opened9%Replied15%Clicked Hi {{ first_name }}, I was talking to Guillaume over a coffee and he told me you gave us yesterday a rating of {{ NPS_score }}. Thank you so much for your feedback. He also told me your main issue was price related, and I believe I could help by offering you a 30% coupon : XXXXX Please let me know if I can do anything else to help improve your Mention experience. Happy monitoring! Matt, Customer Success Hero @ MentionTRIAL EXTENSION AUTOMATION70%Opened33%Clicked Hi {{ first_name }}, I was talking with Guillaume (our Head of Marketing) over coffee, and he told me you gave us yesterday a rating of {{ NPS_score }}! Thank you so much for your support. He also told me your main issue is that you have not had enough time to evaluate Mention. Seeing how you like it so much, I have created a special link so you can extend your trial another two weeks. https://web.mention.com/#trial/extendtrial Please let me know if I can do anything else to help improve your Mention experience. Happy monitoring! Adriana, Customer Success Hero @ MentionTRIAL EXTENSION AUTOMATIONResultsCumulated number of upgrades for NPS respondents.Month 1 Month 2 Month 3x2x3x3.5Reduce churn NPS FOR YOUR PAYING USERSGuillaume CabaneMention A NPS rating is true at one point in your users lifecycle. Making conclusions on events happening months after is meaningless; its better to ask opinion every so often.MAKE USE OF THAT DATAHandled by handUpgraded NPS Survey1 month afterMAKE USE OF THAT DATAperfect (nps > 6)Product issuesI need helpI need more timeFeatures are missingToo many mentions missedToo buggyCS contactBest practices + follow upProduct contact + betaCS contact + help set upProduct contactReferallREACHING OUT GETTING DATA CUSTOMER SUCCESSPRODUCT FEEDBACKMULTI-TASKING NPSTHINGS FIT TOGETHERAnswer RateQualitative HandlingAutomationWe are learning more On our customers, increasing sales, decreasing churn, and creating happiness.Guillaume CabaneMention Data gives you the what NPS GIVES YOU THE WHY GUILLAUME CABANE Head of Growth Marketing, Mention @guillaumecabane guillaumecabane@mention.comTHUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.comQuestions?mailto:tborys@kissmetrics.com?subject=mailto:tmadsen@kissmetrics.com