How to Reduce Churn by 50% and Increase Customer Happiness with NPS Processes
-
Upload
kissmetrics-on-slideshare -
Category
Marketing
-
view
4.012 -
download
2
Transcript of How to Reduce Churn by 50% and Increase Customer Happiness with NPS Processes
How to Reduce Churn by 50% and Increase Customer Happiness with NPS
GUILLAUME CABANE, HEAD OF GROWTH MARKETING, MENTION
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.
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 Kissmetric’s 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
NPS: NET PROMOTER SCORE
How likely is it that you would recommend our service to a friend or colleague?
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
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
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
LOG IN WITH GOOGLE
Start Your Free Kissmetrics Trial
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 mentions
Trial 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
Guillaume CabaneMention
“ A NPS rating is true at one point in your user’s lifecycle. Making conclusions on events happening months after is meaningless; it’s better to ask opinion every so often.
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
GUILLAUME CABANE Head of Growth Marketing, Mention
@guillaumecabane [email protected]
THUE MADSEN Marketing Operations Manager, Kissmetrics
@ThueLMadsen [email protected]
Questions?