Mention NPS Process : Reduce Churn & Increase Customer Happiness

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    14-Jul-2015

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<ul><li><p>NPS TO CUSTOMER HAPPINESSHow did we reduce churn by half in only 2 months.</p></li><li><p>#1 How to capture qualitative data about the customer in 5 minutes #2 Capturing even more data #3 Delighting the customer #4 Sell to the customer #5 All automated</p><p>PITCH</p></li><li><p>Head of Marketing @ Mention</p><p>GILLES BERTAUXGrowth Specialist @ Mention</p><p>GUILLAUME CABANE</p></li><li><p>I HELP STARTUPS</p></li><li><p>WE DIDNT KNOW MUCH ABOUT OUR USERS</p></li><li><p>DO THEY LIKE OUR PRODUCT ? IF SO, WHY DONT THEY UPGRADE ?</p></li><li><p>WHY DO THEY STOP USING OUR PRODUCT ? WHY DO THEY DOWNGRADE ?</p></li><li><p>I AM A DATA FREAKBut looking at data brings you only to a certain </p><p>point. It tells you what, but not why.</p></li><li><p>To understand our users, and given our volume </p><p>IT HAS TO BE AN AUTOMATED PROCESS.</p></li><li><p>1 2 3 4 5 6 7 108 9</p><p>NPS: NET PROMOTER SCOREHow likely is it that you would recommend our </p><p>service to a friend or colleague?</p></li><li><p>Each image has a unique trackable link</p><p>On click, send to your website and record the value in your analytics</p><p>https://web.mention.net/nps?kmi={{email}}&amp;kme=Answered NPS Survey&amp;km_NPS Score=10</p><p>Done !</p></li><li><p>BENEFITSGetting the data enables some serious correlation analysis :</p><p>6</p><p>7</p><p>SocialMediaExaminer MakeUseOf</p><p>5,6</p><p>6,7</p><p>+26% satisfaction !</p></li><li><p>COOL, BUTCulturally insensitive Low predictive validity Less accurate than a composite index of questions We are not really understanding the customer</p></li><li><p>In truth </p><p>I DONT CARE ABOUT THE SCORE !</p></li><li><p>Its an excuse to </p><p>ENGAGE THE CUSTOMER INTO MORE SPECIFIC QUESTIONS</p></li><li><p>This is why we came out with our first </p><p>QUICK &amp; DIRTY NPS-MVP SOLUTION</p></li><li><p>Lets take a deep dive into </p><p>OUR NPS PROCESS</p></li><li><p>Email sent to all users 1 day after free trial ended</p></li><li><p>Sends visitor to mention.net, records the Answered NPS Survey event with score value and free/paid </p><p>segmentation, then redirects to a google form</p><p>https://web.mention.net/nps?kmi={{email}}&amp;kme=Answered NPS Survey&amp;km_NPS Score=10&amp;km_NPS type=free&amp;next=free&amp;form_entry.729634105={{email}}&amp;form_entry.540215436=10 (Great)</p></li><li><p>User ID Event name Score value User segmentation</p><p>kmi={{email}} kme=Answered NPS Survey km_NPS Score=10 km_NPS type=free</p><p>next=free form_entry.729634105={{email}} form_entry.540215436=10 (Great)</p><p>User segmentation User ID Score value</p></li><li><p>Now, how do we use that </p><p>FOR OUR CONVERSION PROBLEMATICS</p></li><li><p>Thank you for your honesty if NPS score 6</p><p>Upgrade Promotion if NPS score 9 + expensive</p><p>Extend free trial if NPS score 68 + upgrade laterTrial Expired NPS Survey</p><p>1 day after</p></li><li><p>RESULTSCumulated number of upgrades for NPS respondents.</p><p>Month 1 Month 2 Month 3</p><p>x2x3</p><p>x3.5</p></li><li><p>The results were </p><p>PRETTY IMPRESSIVE</p></li><li><p>72%Opened</p><p>9%Replied</p><p>15%Clicked</p><p>Hi {{ first_name }}, </p><p>Its Jordan from Mention. I was talking to Guillaume over a coffee and he told me you gave us yesterday a rating of {{ NPS_score }}, thank you for your support ! </p><p>I noticed you have a not yet upgraded to a premium plan. Seeing how you like it so much, Id like to offer you a 30% coupon.</p></li><li><p>77%Opened</p><p>33%Replied</p><p>2%Clicked</p><p>Hi {{ first_name }}, </p><p>Its Jordan from Mention. I was talking to Guillaume over a coffee and he told me you gave us yesterday a rating of {{ NPS_score }}, thank you for your support ! </p><p>He also told me youre not ready to upgrade and needed more time. </p><p>I can offer the following deal: you tell me why youre not ready to upgrade and I extend your trial another two full weeks.</p></li><li><p>Now brace yourselves for </p><p>THE BIG RECAP</p></li><li><p>Retargeting E-mails</p><p>NPS E-mails</p><p>Click sends to special page on mention.com</p><p>Store to KM</p><p>Zapier reads rowsSync w/ Intercom</p><p>Store to KMSend 1 day after trial expiration</p></li><li><p>Handled by handUpgraded NPS Survey</p><p>1 month after</p><p>NPS AS A CHURN REDUCTION PROCESS</p></li><li><p>Handled by handUpgraded NPS Survey</p><p>1 month after</p><p>CHURN REDUCED BY HALF. BOOM.</p><p>NPS AS A CHURN REDUCTION PROCESS</p></li><li><p>Handled by handUpgraded NPS Survey</p><p>1 month after</p><p>BUT WE STILL HAD SOME SERIOUS PAINS</p><p>Response time = 10 days</p></li><li><p>We had some serious issues in scaling this </p><p>HUMANS DONT SCALE</p></li><li><p>And guess what </p><p>WE MADE IT EVEN BETTER</p></li><li><p>Retargeting E-mails</p><p>NPS E-mails</p><p>Click sends to hosted form on mention.com</p><p>Store to SegmentSync w/ Customer.io</p><p>Send 1 day after trial expirationSends ID + Score</p><p>Reads row</p><p>Pushes NPS results</p></li><li><p>FORM COMPLETION X2 RESPONSE TIME /3</p></li><li><p>But things could be smoother, we had to </p><p>OPTIMIZE THE TUNNEL + BETTER IN-APP NPS UX</p></li><li><p>And in a few days </p><p>WELL MAKE IT EVEN MORE AWESOME</p></li><li><p>Retargeting E-mails</p><p>Click redirects to app w/ prefilled data</p><p>Sends w/ data parametersFull Integration</p><p>Full IntegrationFull Integration</p><p>Full Integration</p></li><li><p>In the end, theres indeed a </p><p>RECIPE FOR A SUCCESSFUL NPS PROCESS</p></li><li><p>Answer Rate</p><p>Qualitative HandlingAutomation</p></li><li><p>But remember, NPS process is also </p><p>GOOD FOR YOUR PRODUCT</p></li><li><p>REACHING OUT GETTING DATA CUSTOMER SUCCESS</p><p>PRODUCT FEEDBACK</p><p>MULTI-TASKING NPS</p></li><li><p>In the end, data gives you the what </p><p>NPS GIVES YOU THE WHY</p></li><li><p>We are learning more ON OUR CUSTOMERS, INCREASING SALES, </p><p>DECREASING CHURN, AND CREATING HAPPINESS.</p></li><li><p>Btw we are recruiting! WE DO GREAT THINGS, WE HAVE FUN. JOIN US</p><p>Inbound Marketing Expert Paid Acquisition Internship </p><p>UI Designer Graphic Designer Internship</p><p>mention.workable.com</p></li><li><p>Thanks :) </p><p>Q: Can I have the slides ?A: guillaumecabane@mention.com </p><p>Q: Who are you? Guillaume: @guillaumecabane Gilles: @gillesbertaux Our Product: http://mention.comOur Blog: http://blog.mention.com </p></li><li><p>http://bit.ly/mentionebook</p><p>GET YOUR E-BOOK NOW</p></li></ul>