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Copyright 2016 ReachLocal, Inc.
Presented by
Katrina WitherspoonDirector, Strategic Client Services
Copyright 2016 ReachLocal, Inc.
Industry Situation According to historical data, anecdotal information and collected industry wisdom, there are many different causes of churn. Some are outside [of our] control … including the end of a seasonal campaign or SMB business failures. Others, such as advertiser expectations of ROI, exist in an ambiguous zone where the service provider has some control. Still other factors, such as the availability and quality of client experience, may be entirely within the marketing provider’s control.
Sources of SMB Advertiser dissatisfaction
60%
55%
45%
30%
25%
Poor program results
Poor service levels from providers
Price is to high for the products/services
Too many errors made
OtherSOURCE: SMB ADVERTISER CHURN: NEW DATA FOR AN OLD INDUSTRY PROBLEM
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Copyright 2015 ReachLocal, Inc. 4
2014 was a challenging year for ReachLocal ● Shifted from
relationship oriented culture to transactional sales model
● Client and employee retention suffered
● Bottom Line: We lost touch with our clients
Copyright 2016 ReachLocal, Inc.
Introduced a full service modelCombined people and systems to deliver goal-driven ROI
Marketing Expert (ME)Client consultant,
transactional relationship owner and technical
marketing expert
2014 Media Delivery Model
Account ExecutiveRelationship management
to cross-sell & upsell
2015 Client-centric Model
Digital Marketing Consultant (DMC)
New client acquisition and relationship management to cross-sell, upsell and
generate referrals
Sales ExecutiveNew client acquisition
Campaign ProfessionalCampaign management
to support campaign performance
Copyright 2016 ReachLocal, Inc.
How did we improve retention?
Culture of Ownership Own the client at every stage. Tore down internal silos between sales, service and product
Trusted Partner Focused the team on understanding the client's business and tying results to customized goals for each client
Copyright 2016 ReachLocal, Inc.
How did we improve retention? Hiring the Right Team Shifted hiring focus from technical capabilities to experienced client managers who care
Training Staff and Ongoing Education and CoachingNow invest 3+ months training upfront and added QA and ongoing coaching programs
Pay for Performance Created a strong variable incentive and tied it to client satisfaction and retention
Copyright 2016 ReachLocal, Inc.
How did we improve retention?
Client Touch Points and System ImprovementsInserted effective proactive touch points with clientsInvested in systems and tools to make it easier to manage clients and campaigns
Simplified Client Accessibility Multi-point client accessibility via chat, email, phone Made it easy for clients to connect with us
Systematic Ongoing Feedback from ClientOngoing feedback from clients tied to actionable follow through and improvements
Copyright 2016 ReachLocal, Inc.
Sales ChannelMarketing Expert
● Edge Analyst
● SEO Analyst
● Digital Marketing Manager
Marketing Experts
Tiered service experience based
on spend
Service Operations
Copyright 2016 ReachLocal, Inc.
Case StudyThe Situation
● Community College spending $5k in search and display
● On and off client since 2012● Client was unhappy with
service
The Solution: Marketing Experts Service ModelClient now benefits from a single point of contact, available by phone to respond to questions and provide a high level of technical knowledge on their campaign performance
The Results● The client increased
budgets with ReachLocal ● Client doubled their
monthly spend● Client also places flighted
campaigns during peak fall and spring enrollment periods
I had been disappointed with the lack of customer service and feedback on my campaigns. I was considering discontinuing this marketing service for the coming year. Dan Almeida impressed me greatly. He’s demonstrated exceeding courtesy and attentiveness in answering my questions, really understanding my questions too, and demonstrating thorough knowledge of the services. I was really impressed and regained much confidence. - Happy Client
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Copyright 2016 ReachLocal, Inc.
The Accolades
In 2015, ReachLocal won several awards
• Received several Google Awards worldwide• Recognized by the American Business Awards with a
People’s Choice Stevie Award for our business products and customer service
• Awarded Confirmit Achievement in Customer Excellence Award for our superior client experience
Client transaction survey score - 2015
Copyright 2016 ReachLocal, Inc.
Making sure we don’t take our foot off the accelerator…
