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

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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

    @thuelmadsen

  • THUE MADSEN Marketing Operations Manager, Kissmetrics

    @ThueLMadsen

    Head of Growth Marketing @Mention | Ex-Apple | Startup Mentor at @numaparis.

    Doing Internet stuff since 97', still not billionaire but working on it! #Pastafarian

    GUILLAUME CABANE Head of Growth Marketing, Mention

    @guillaumecabane

    Thue 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

    @guillaumecabane

  • 1 Get satisfaction data in Kissmetrics under 5 minutes

    Use a dedicated NPS survey tool

    Create follow-up questions

    Analyze results

    2 Capture more data

    3 Action! Increase sales, reduce churn and create happiness

    TABLE OF CONTENTS

    Build a simple email survey

    Use Kissmetrics URL API

    Analyze results

    Use Segment.com to get your NPS data to Kissmetrics and an email tool

    Send follow-up email

    Analyze results

  • WATCH WEBINAR RECORDING NOW

    http://grow.kissmetrics.com/webinar-126?utm_medium=slideshare_deck&utm_campaign=slideshare&utm_source=slideshare&utm_content=webinar126&utm_term=null

  • Marketing (perceived value - real value)

    = margin

  • Growth hacking t = time spent on customer relationship

    (perceived t - real t) = margin

  • Automation + Scalabilty = Growth Marketing

  • #1 Get satisfaction data in

    Kissmetrics under 5 minutes \o/

  • NPS: NET PROMOTER SCORE

    How likely is it that you would recommend our service to a friend or colleague?

  • IT STARTS WITH A SIMPLE EMAIL

    Trial Expired NPS Survey

    1 day after

  • SEND AN EMAIL AT THE END OF YOUR TRIAL PERIOD

    Each image has a unique trackable link

    On click, send to your website and record the value in your analytics

    Done !

    Email template available at https://www.sendwithus.com/resources/templates

    https://www.sendwithus.com/resources/templates

  • RECORD THE DATA TO KISSMETRICS

    https://yourwebsite.com/thankyou?kmi={{email}}&kme=Answered+NPS+Survey&km_NPS

    Score=10&km_NPS type=free

    Sends visitor to your website, records the Answered NPS Survey event with score

    value and plan

    10

  • User ID Event name Score value User segmentation

    kmi={{email}} kme=Answered NPS Survey km_NPS Score=10 km_NPS type=free

    SEND AN EMAIL AT THE END OF YOUR TRIAL PERIOD

  • DATA ANALYSISHigher NPS scores lead to better retention

  • #2 Capture more data

  • Guillaume CabaneMention

    Net Promotor Score isnt just a metric - its an excuse to dig deeper

  • SEND USERS TO A FORM

    Send 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 backup

    USE A DEDICATED NPS APP

  • DATA ANALYSISChurn by NPS reason

  • LOG IN WITH GOOGLE

    Start Your Free Kissmetrics Trial

    http://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 happiness

  • Increase sales NPS FOR YOUR TRIAL USERS

  • The 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 integration

  • MAKE USE OF THAT DATA

    Reminder E-mails

    Display survey in-app for 5 days

    Send survey dataGet customer data

    Follow-up emails

  • MAKE USE OF THAT DATA

    Trial expired

    In App Email Surveys

    Answered NPS Survey

    Review 100 mentionsTrial

    extension 30% off referral Thank you

    referral > 2NPS >= 9 downgraded

    NPS > 6+ evaluating

    NPS > 6+ expensive

    no inviteNPS > 9 NPS < 6

  • DISCOUNT AUTOMATION

    72%Opened

    9%Replied

    15%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 @ Mention

  • TRIAL EXTENSION AUTOMATION

    70%Opened

    33%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 @ Mention

  • TRIAL EXTENSION AUTOMATION

    ResultsCumulated number of upgrades for NPS respondents.

    Month 1 Month 2 Month 3

    x2

    x3

    x3.5

  • Reduce churn NPS FOR YOUR PAYING USERS

  • Guillaume 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 DATA

    Handled by handUpgraded NPS Survey

    1 month after

  • MAKE USE OF THAT DATA

    perfect (nps > 6)

    Product issues

    I need help

    I need more time

    Features are missing

    Too many mentions missed

    Too buggy

    CS contact

    Best practices + follow up

    Product contact + beta

    CS contact + help set up

    Product contact

    Referall

  • REACHING OUT GETTING DATA CUSTOMER SUCCESS

    PRODUCT FEEDBACK

    MULTI-TASKING NPS

  • THINGS FIT TOGETHER

    Answer Rate

    Qualitative HandlingAutomation

  • We 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.com

    THUE MADSEN Marketing Operations Manager, Kissmetrics

    @ThueLMadsen tmadsen@kissmetrics.com

    Questions?

    mailto:tborys@kissmetrics.com?subject=mailto:tmadsen@kissmetrics.com

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