Mention NPS Process : Reduce Churn & Increase Customer Happiness

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NPS is not only a system to learn more about your customers, but an invitation to automate upgrade incentives and churn reduction processes. We achieved a 3,5x improvement on upgrades, and that's not a typo. Here's the presentation we made at TheFamily in Paris.

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Mention NPS Process : Reduce Churn & Increase Customer Happiness

  1. 1. NPS TO CUSTOMER HAPPINESS How did we reduce churn by half in only 2 months.
  2. 2. #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 PITCH
  3. 3. Head of Marketing @ Mention GILLES BERTAUX Growth Specialist @ Mention GUILLAUME CABANE
  4. 4. I HELP STARTUPS
  5. 5. WE DIDN’T KNOW MUCH ABOUT OUR USERS
  6. 6. DO THEY LIKE OUR PRODUCT ? IF SO, WHY DON’T THEY UPGRADE ?
  7. 7. WHY DO THEY STOP USING OUR PRODUCT ? WHY DO THEY DOWNGRADE ?
  8. 8. I AM A DATA FREAK But looking at data brings you only to a certain point. It tells you what, but not why.
  9. 9. To understand our users, and given our volume IT HAS TO BE AN AUTOMATED PROCESS.
  10. 10. 1 2 3 4 5 6 7 108 9 NPS: NET PROMOTER SCORE How likely is it that you would recommend our service to a friend or colleague?
  11. 11. Each image has a unique trackable link On click, send to your website and record the value in your analytics https://web.mention.net/nps? kmi={{email}}&kme=Answered NPS Survey&km_NPS Score=10 Done !
  12. 12. BENEFITS Getting the data enables some serious correlation analysis : 6 7 SocialMediaExaminer MakeUseOf 5,6 6,7 +26% satisfaction !
  13. 13. COOL, BUT… Culturally insensitive Low predictive validity Less accurate than a composite index of questions We are not really « understanding » the customer
  14. 14. In truth… I DON’T CARE ABOUT THE SCORE !
  15. 15. It’s an excuse to ENGAGE THE CUSTOMER INTO MORE SPECIFIC QUESTIONS
  16. 16. This is why we came out with our first QUICK & DIRTY NPS-MVP SOLUTION
  17. 17. Let’s take a deep dive into OUR NPS PROCESS
  18. 18. Email sent to all users 1 day after free trial ended
  19. 19. Sends visitor to mention.net, records the « Answered NPS Survey » event with score value and free/paid segmentation, then redirects to a google form https://web.mention.net/nps?kmi={{email}}&kme=Answered NPS Survey&km_NPS Score=10&km_NPS type=free&next=free&form_entry. 729634105={{email}}&form_entry.540215436=10 (Great)
  20. 20. User ID Event name Score value User segmentation kmi={{email}} kme=Answered NPS Survey km_NPS Score=10 km_NPS type=free next=free form_entry.729634105={{email}} form_entry.540215436=10 (Great) User segmentation User ID Score value
  21. 21. Now, how do we use that FOR OUR CONVERSION PROBLEMATICS
  22. 22. « Thank you for your honesty » if NPS score ≤ 6 « Upgrade Promotion » if NPS score ≥ 9 + « expensive » « Extend free trial » if NPS score ≥6≤8 + « upgrade later » Trial Expired NPS Survey 1 day after
  23. 23. RESULTS Cumulated number of upgrades for NPS respondents. Month 1 Month 2 Month 3 x2 x3 x3.5
  24. 24. The results were PRETTY IMPRESSIVE
  25. 25. 72% Opened 9% Replied 15% Clicked « Hi {{ first_name }}, It’s 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 ! I noticed you have a not yet upgraded to a premium plan. Seeing how you like it so much, I’d like to offer you a 30% coupon. »
  26. 26. 77% Opened 33% Replied 2% Clicked « Hi {{ first_name }}, It’s 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 ! He also told me you’re not ready to upgrade and needed more time. I can offer the following deal: you tell me why you’re not ready to upgrade and I extend your trial another two full weeks.
  27. 27. Now brace yourselves for THE BIG RECAP
  28. 28. Retargeting E-mails NPS E-mails Click sends to special page on mention.com Store to KM Zapier reads rowsSync w/ Intercom Store to KMSend 1 day after trial expiration
  29. 29. Handled by handUpgraded NPS Survey 1 month after NPS AS A CHURN REDUCTION PROCESS
  30. 30. Handled by handUpgraded NPS Survey 1 month after CHURN REDUCED BY HALF. BOOM. NPS AS A CHURN REDUCTION PROCESS
  31. 31. Handled by handUpgraded NPS Survey 1 month after BUT WE STILL HAD SOME SERIOUS PAINS… Response time = 10 days
  32. 32. We had some serious issues in scaling this HUMANS DON’T SCALE
  33. 33. And guess what… WE MADE IT EVEN BETTER
  34. 34. Retargeting E-mails NPS E-mails Click sends to hosted form on mention.com Store to Segment Sync w/ Customer.io Send 1 day after trial expiration Sends ID + Score Reads row Pushes NPS results
  35. 35. FORM COMPLETION X2 RESPONSE TIME /3
  36. 36. But things could be smoother, we had to OPTIMIZE THE TUNNEL + BETTER IN-APP NPS UX
  37. 37. And in a few days WE’LL MAKE IT EVEN MORE AWESOME
  38. 38. Retargeting E-mails Click redirects to app w/ prefilled data Sends w/ data parameters Full Integration Full IntegrationFull Integration Full Integration
  39. 39. In the end, there’s indeed a RECIPE FOR A SUCCESSFUL NPS PROCESS
  40. 40. Answer Rate Qualitative Handling Automation
  41. 41. But remember, NPS process is also GOOD FOR YOUR PRODUCT
  42. 42. REACHING OUT GETTING DATA CUSTOMER SUCCESS PRODUCT FEEDBACK MULTI-TASKING NPS
  43. 43. In the end, data gives you the « what » NPS GIVES YOU THE « WHY »
  44. 44. We are learning more ON OUR CUSTOMERS, INCREASING SALES, DECREASING CHURN, AND CREATING HAPPINESS.
  45. 45. Btw we are recruiting! WE DO GREAT THINGS, WE HAVE FUN. JOIN US Inbound Marketing Expert Paid Acquisition Internship UI Designer Graphic Designer Internship mention.workable.com
  46. 46. Thanks :) Q: Can I have the slides ?
 A: guillaumecabane@mention.com Q: Who are you? Guillaume: @guillaumecabane Gilles: @gillesbertaux
 
 Our Product: http://mention.com
 Our Blog: http://blog.mention.com
  47. 47. http://bit.ly/mentionebook GET YOUR E-BOOK NOW

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