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Customer Success Is Eating The World
Chris Campbell, CEO
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Janelle Barlow & Claus Moller; authors of “A Complaint is a Gift”
“Many companies do not appreciate the real cost of losing customers. They can tell you exactly what they are doing to attract new customers and how much this costs them, but they may not
have a clue as to how many customers they are losing, why they are being lost and how much this costs them”
Why Our Customers Actually Buy
Why Our Customers Actually Buy
1. Ease of Use
Why Our Customers Actually Buy
1. Ease of Use 2. Accuracy of Data
Why Our Customers Actually Buy
1. Ease of Use 2. Accuracy of Data 3. Awesome Customer Service
Why Our Customers Actually Buy
1. Ease of Use 2. Accuracy of Data 3. Awesome Customer Service
Brief history of marketing…
Customers Are Telling Your Story
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Customer Feedback by Platform
Jay Baer and Tom Webster; Edison Research (2016), Hug Your Haters
8%
16%
21%
55%
Review Sites FacebookForums Twitter
Customer experience determines how
people feel about your brand.
How do people feel about your brand?
Every complaint Every time Every platform
Some complaints Some of the time Some platforms
80% of businesses say they deliver superior
customer service
8% of their customers agree
1/3 of customer complaints are never
answered
Resolving a problem saves a customer 70% of the time
$500 billion = marketing
$500 billion = marketingVS
$500 billion = marketing
Jay Baer and Tom Webster; Edison Research (2016), Hug Your Haters
$9 billion = customer successVS
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5% Increase in customer retention
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25 - 90% increase in profitability
Edison Research and Jay Baer, 2015
5% Increase in customer retention
25,000 Users
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Relentless focus on resultsHow we make the magic happen
27 minutesAverage support email response time
65 NPSAsk our customers for feedback
1.8% Churn for 2015Churn last year
Not just customer successEntire Organization
Sales team calls trial signups within 4 mins
Job applicants get a response in 24 hours
Focus on operational excellence
Results?
Your step-by-step guideto becoming a customer success-driven brand
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1. Listen to what your customers are saying
• Mention, Brandwatch, review sites
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2. Conduct an internal audit
• What feedback are you getting? • Are we responding now? • What insights can we find in the
feedback?
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3. Develop a feedback response program that works
• Who are the primary stakeholders?
• Who will own the measurement, review responses?
• How will you resolve complaints: customer service,
marketing, local vs. regional vs. home office
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4. Ask for feedback
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0.9 Star Rating
Started asking customers to leave feedback online
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Six months later…
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Six months later…
4.2 Star Rating
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5. Transfer review data into insights and organizational change
[email protected] / @chrisrcampbell
Want to meet up at SBW? Text me 312-380-5219
Add client name/logo here
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Founding the disruption
Research
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Founding the disruption
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88%
Trust issues
88 percent of consumers trust reviews as much as recommendations from
friends and family.
Search Engine Land
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Post-purchase consideration
4-out-of-5 consumers reverse a purchase decision after reading a negative review.
Cone Online Influence Trend Tracker, 2011
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54%
More trust issues...
In research we conducted at ReviewTrackers, we found that 54% of
women say that reviews are more influential than advertising
The best and worst..
Case StudiesIntroducing
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Millennials use reviews to purchase insurance
68% are unlikely to buy from an agent with zero online reviews
68%
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Six months later…
400% increase in the number of reviews.
Two Problems
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Businesses didn’t know
Problem #1: Customers started talking
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Businesses didn’t care
Problem #2: Customers started talking
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90 percent of consumers say that their buying decisions are influenced by online
reviews.
Dimensional Research, 2013
90%
Consideration
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Customer Success: The Spectator Sport
How customer success is changing how we acquire and retain customers. The customer experience is now amplified with reviews, social and online mentions- engaging and maintaining those relationships are critical to succeed. We use
customer service as a differentiator and have won awards that said we were in the top 10 of all software companies.
