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

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

@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 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

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

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 isn’t just a metric - it’s 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

#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 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

Reduce churn NPS FOR YOUR PAYING USERS

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

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 [email protected]

THUE MADSEN Marketing Operations Manager, Kissmetrics

@ThueLMadsen [email protected]

Questions?