NewLeaseG2M Web-centric Services as Subscription Digital Design

8/14/2019 NewLeaseG2M Web-centric Services as Subscription Digital Design

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Copyright 2008 NewleaseG2M Pty Ltd

Enabling Services as a Subscription

Web-Centric Customer LifecycleApril 2009

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NewLeaseG2M plans and creates compellingend-to-end online customer acquisition and

engagement for providers of services to their

clients using a subscription business model

We helpo Telcos

o Hosters and online Service Providers

o Software Businesses ISVs converting to SaaS

o Providers of services moving to a subscription model

Who is NewLeaseG2M?

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WEB CENTRIC CUSTOMER

LIFECYCLE FRAMEWORK

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Web-Centric Customer10-stage Lifecycle Framework

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The web-centricuser wants to be

fully servicedthroughout theentire customer

lifecycle


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Custom URLs

Remember peoplemisspell

Optimize forCompetitor Names

Optimize for YourName

Capitalize oncultural crazes

1. Search

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Highly TargetedLanding Pages

Answering theburning question (in12 words or less)

Is the informationprovided in the best

format for the

audience?

2. Find

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Is all of the requiredinformation available toallow the user to self-qualify?o Qualification of the Company

o Qualification of the Offering

o Qualification of Price

o Qualification of Service/Support

Is all of the requiredinformation accessible

within 2-3 clicks? Are there simple calls to

action for providing salessupport (e.g. click to chat,click to call)?

3. Qualify

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Free Trial (If and Only if VALUE can beREALIZED during the Trial)

Most Valuable Trials are REAL (real data,real users, real value)

No Credit Card Requirements

Quick and Easy Trial Signup Dont Require full PII (Personally Identifying

Information)

Consider Lazy Signup options to quick-capture email address and accelerate time-to-value for end-user

Instant provisioning/access to the offering

Getting started experience to acceleraterealization of value

Integrated Support

4. Try

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Is the ordering process simple tounderstand and relatively short? (3-5page signup process)

Experience before systems Implement Online Ordering even ifmanual processes are involved on

the back-end Order is Important: 1. Offer

Selection, 2. PII, 3. BillingInformation

Up-sell and Pro-activeRecommendations based onselections during the sign-upprocess

Position up-sell items as ordercustomization/configuration through-out the process

Clear and Concise OrderConfirmation

Integrated Support

5. Order

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Automatedprovisioning andinstant access

RecordedWebinar

Live Chat Support

E-Mail TipsCampaigns

Remote AccessSupport

6. Activate & Engage

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Online management of allaccount and billinginformation

Online management of

settings/configuration offeatures

Delegation of administrativecapabilities to other users

Support for ALL Moves,Adds, Changes, Deletes,

Cancellations

Full Account/Support History

Integrated Support

7. Manage

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Up-sell offerings andopportunities are integratedthrough-out the customerexperienceo

Initial Ordero Online Account Management

o Within the product/service

General up-sell offers

Context-sensitive up-sell offers basedon user actions

Context-sensitive up-sell offers basedon support history

2-Click up-sell (request +confirmation)

Integrated Support

8. Up-Sell

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Multiple Support options to meet the userwhere they are

o Phone

o Chat

o E-Mail

Contact, FAQs, and Knowledge-baseoptions at the same level

o Do not obscure support access points

Encourage Self-Support through CustomerForums

o You must also be a participant in these forums

Online/Offline Support options integratedinto every steps of the life-cycle

Up-sell integrated into support

9. Support

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You cant control the nakedconversation Embrace and respondto it

Tell Your Friends options within theproduct

Content Federation-based reviewswithin the product

o Automatic or user initiated

o Federation to other sites(e.g. Yelp, Digg)

ASK for SEO Valueo Link to us

o Put our Facebook Application on Your page

Upsell-Integrated Referralso E.g. First month of new service free with

referral NOW

10. Refer & Review

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We provide social media strategyo Social Media Assessment

o Social Media Strategy

o Execution and operation

Engage with customers using social mediao Build relationships, cut costs

Self-Support and Product Innovationo You must also be a participant in these forums

Certified Social Media Consultants

Proven business methodologies International affiliations

Partner, Social Media Academy

Social Networks & Community

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The essence of an online service as asubscription business is low cost at all touch

points, delivering a superior customer experience

which leads to advocacy and scaling of sales.

The business model must embrace:o Total online presence for marketing, sales, support, billing

o Engagement, participation and contribution from clients

o Active management of client communities and social media

o High retention and low churn outcomes

Wrap-up

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Contact

[email protected]

m: +61 403 345 632Twitter: @g2m

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Documents

NewLeaseG2M Web-centric Services as Subscription Digital Design