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 ...
@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 ...
WATCH WEBINAR RECORDING NOW
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 re...
RECORD THE DATA TO KISSMETRICS
https://yourwebsite.com/thankyou?kmi={{email}}
&kme=Answered+NPS+Survey&km_NPS
Score=10&km_...
User ID
Event name
Score value
User segmentation
kmi={{email}}
kme=Answered NPS Survey
km_NPS Score=10
km_NPS type=free
SE...
DATA ANALYSIS
Higher NPS scores lead to better retention
#2
Capture more data
Guillaume Cabane
Mention
“ 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 ...
DATA ANALYSIS
Churn by NPS reason
LOG IN WITH
GOOGLE
Start Your Free Kissmetrics Trial
#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 webho...
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 r...
DISCOUNT AUTOMATION
72%
Opened
9%
Replied
15%
Clicked
« Hi {{ first_name }},
I was talking to Guillaume over a coffee and ...
TRIAL EXTENSION AUTOMATION
70%
Opened
33%
Clicked
« Hi {{ first_name }},
I was talking with Guillaume (our Head of Marketi...
TRIAL EXTENSION AUTOMATION
Results
Cumulated number of upgrades for NPS respondents.
Month 1 Month 2 Month 3
x2
x3
x3.5
Reduce churn
NPS FOR YOUR PAYING USERS
Guillaume Cabane
Mention
“ A NPS rating is true at one point in
your user’s lifecycle. Making
conclusions on events happen...
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...
REACHING OUT GETTING DATA
CUSTOMER
SUCCESS
PRODUCT FEEDBACK
MULTI-TASKING NPS
THINGS FIT TOGETHER
Answer Rate
Qualitative
Handling
Automation
We are learning more
On our customers, increasing sales,
decreasing churn, and creating
happiness.
Guillaume Cabane
Mention
“
Data gives you the « what »
NPS GIVES YOU THE « WHY »
GUILLAUME CABANE
Head of Growth Marketing, Mention
@guillaumecabane
guillaumecabane@mention.com
THUE MADSEN
Marketing Oper...
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 Processes
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How to Reduce Churn by 50% and Increase Customer Happiness with NPS Processes

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1 Get satisfaction data in Kissmetrics under 5 minutes
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
DATA ANALYSIS Higher NPS scores lead to better retention
#2 Capture more data
Guillaume Cabane Mention “ 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 ANALYSIS Churn 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
DISCOUNT AUTOMATION 72% Opened 9% Replied 15% Clicked
TRIAL EXTENSION AUTOMATION Results Cumulated number of upgrades for NPS respondents. Month 1 Month 2 Month 3 x2 x3 x3.5
Reduce churn NPS FOR YOUR PAYING USERS
Guillaume Cabane Mention “ 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
REACHING OUT GETTING DATA CUSTOMER SUCCESS PRODUCT FEEDBACK MULTI-TASKING NPS
THINGS FIT TOGETHER Answer Rate Qualitative Handling Automation
We are learning more On our customers, increasing sales, decreasing churn, and creating happiness.

Publicado en: Marketing

How to Reduce Churn by 50% and Increase Customer Happiness with NPS Processes

  1. 1. How to Reduce Churn by 50% and Increase Customer Happiness with NPS GUILLAUME CABANE, HEAD OF GROWTH MARKETING, MENTION
  2. 2. @NEILPATEL @Kissmetrics #KissWebinar @thuelmadsen
  3. 3. 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.
  4. 4. @NEILPATEL #KissWebinar @Kissmetrics #KissWebinar @guillaumecabane
  5. 5. 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
  6. 6. WATCH WEBINAR RECORDING NOW
  7. 7. Marketing (perceived value - real value) = margin
  8. 8. Growth hacking t = time spent on customer relationship (perceived t - real t) = margin
  9. 9. Automation + Scalabilty = Growth Marketing
  10. 10. #1 Get satisfaction data in Kissmetrics under 5 minutes o/
  11. 11. NPS: NET PROMOTER SCORE How likely is it that you would recommend our service to a friend or colleague?
  12. 12. IT STARTS WITH A SIMPLE EMAIL Trial Expired NPS Survey 1 day after
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. DATA ANALYSIS Higher NPS scores lead to better retention
  17. 17. #2 Capture more data
  18. 18. Guillaume Cabane Mention “ Net Promotor Score isn’t just a metric - it’s an excuse to dig deeper
  19. 19. SEND USERS TO A FORM Send survey respondents to a form where they can give a reason for their score.
  20. 20. 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
  21. 21. DATA ANALYSIS Churn by NPS reason
  22. 22. LOG IN WITH GOOGLE Start Your Free Kissmetrics Trial
  23. 23. #3 Action! Increase sales, reduce churn and create happiness
  24. 24. Increase sales NPS FOR YOUR TRIAL USERS
  25. 25. 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
  26. 26. MAKE USE OF THAT DATA Reminder E-mails Display survey in-app for 5 days Send survey dataGet customer data Follow-up emails
  27. 27. 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 > 2 NPS >= 9 downgraded NPS > 6 + « evaluating » NPS > 6 + « expensive » no invite NPS > 9 NPS < 6
  28. 28. 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
  29. 29. 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
  30. 30. TRIAL EXTENSION AUTOMATION Results Cumulated number of upgrades for NPS respondents. Month 1 Month 2 Month 3 x2 x3 x3.5
  31. 31. Reduce churn NPS FOR YOUR PAYING USERS
  32. 32. Guillaume Cabane Mention “ 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.
  33. 33. MAKE USE OF THAT DATA Handled by handUpgraded NPS Survey 1 month after
  34. 34. 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
  35. 35. REACHING OUT GETTING DATA CUSTOMER SUCCESS PRODUCT FEEDBACK MULTI-TASKING NPS
  36. 36. THINGS FIT TOGETHER Answer Rate Qualitative Handling Automation
  37. 37. We are learning more On our customers, increasing sales, decreasing churn, and creating happiness.
  38. 38. Guillaume Cabane Mention “ Data gives you the « what » NPS GIVES YOU THE « WHY »
  39. 39. GUILLAUME CABANE Head of Growth Marketing, Mention @guillaumecabane guillaumecabane@mention.com THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions?

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