Slides from my presentation at UpGrad on tooling for customer engagement.

1. Customer Engagement - 102
- Ankit Chaudhary

2. Engaged customers stay longer, actually
pay for your service, upgrade more often, and
refer more customers.

3. Understanding the customer journey
Acquisition Activation Retention Growth

4. Understand your users
1) Create user touch-points: Encourage users to reach out in case of feedback
or complaints. Or when they need to show appreciation/ give testimonials.
Provide email channels and phone option where feasible.
Let users not escalate on social channels!
2) Log the relevant data/ create user funnels
3) Define key product and business metrics
4) Measure feedback/experience: Look at NPS, CSAT and talk to your
customers

6. Modes/Channels of acquisition:
➔ Organic channels - Content, SEO, Blogs, Word of mouth
➔ Social channels - FB, LinkedIn, Twitter
➔ Community building - Quora, Mouthshut, Medium etc.
➔ Product Referral - Champion your users
➔ Paid marketing:
◆ Google/FB/LinkedIn ads, PPC or CPL/CPA models
◆ Radio/TV ads, Banner ads, Hoarding and posters etc.
➔ Partnerships and Alliances - Meaningful relationships help you grow.

7. Google Analytics - Top of the funnel analysis
● GA shows the nature of the traffic - source, device level and demography
level data
● GA provides real time view of the traffic and user behavior
● We can fire events, create goals and measure source wise
behaviors/conversion
● GA also allows to create reports and it’s easy to automate these reports
GA helps you identify which channels are working for your company and where
do you need to invest more.

8. GA - Hands on session

9. SEO and Landing page optimization
● SEO tools like Moz, SEM Rush, Google Webmasters, Google Keyword planner etc.
which provide you a good understanding of:
○ Keyword search volumes and competition landscape
○ Website ranking, traffic and average page position for different keywords
○ Mapping user intent (search keywords) with the landing pages
● Key metrics like:
○ Landing pages: Traffic, Bounce rate, Avg. session duration, Pages/session
○ Keywords: Impressions, Avg. page position, CTR, Clicks

10. Middle of the funnel - Conversion and metrics
How to help (and handhold) users navigate through the product, ensure they have a great
experience and enabling them to use the product in the most optimal way.
1) In-the-product journey - Provide chat help, have FAQ’s placed, provide tool-tips in
the product, helpline or email support options etc.
2) Email and notifications follow up - This is the part where we use data and automate
the messaging part to bring back the dropped-off users back to our system.

11. Defining Key Product Metrics
● Look at user interaction with your product /identify key patterns and user behavior
● Collect the relevant data points and create product funnels. Ex. landing to signup,
conversion rate at each step, %conversion from signup to payment, sessions taken for
conversion, time for a user to convert
● Identify your key success, failure and conversion metrics. Break the metrics and into
L0 and L1 metrics (primary and secondary metrics)
● Wholistically look at the data, look at different cuts of the data, do YoY comparisons,
ensure the data is significant and then create the benchmarks

12. Lifecycle management tools and drips
● Once you identify the key drop-off points or the key funnel engagement events. You
can create automated campaigns to target users.
● Do not spam the user with too many emails/notifications, but custom made messages
during stages of the customer journey.
● Notifications can be SMS, email, Web notifications, app push notifications etc.
● There are tools like Mixpanel/Clevertap which let you easily automate this process.
Or you can integrate your database with email sending API’s like Sparkpost,
Sendgrid or Postmark and automate these drips.

13. Clevertap - Hands on session

14. Bottom of the funnel: NPS and CSAT
● It is really important to measure customer satisfaction after a user uses your product
or service.
● Keep the feedback form/survey simple and focus on key questions only.
● A good idea is to use a 5 Point Likert scale. Also add a open text feedback form after
the rating scale.

15. NPS (Net Promoter Score) = (No. of promoters - No. of detractors)/ No. of responses
Promoters - Users who give us a rating of 5 on a scale of 1-5
Detractors - Rating of 1,2 on a scale of 1-5. Rest of the users fall under neutral category.
A good NPS can be anywhere above 60% (it depends on business to business).
● It is important to regularly monitor the open text feedback - this gives you great insights on
what your users like about your product and what is the feedback of users with lower scores.
● Promoter feedback helps you identify your product USP, messaging for marketing
communication and the negative feedback helps in improving the product.

16. Some other tools:
● Integration tools like Zapier.com
● CRM tools - LeadSquared, Close.io, SalesForce etc.
● Support tools - Zendesk, Freshdesk etc.
● Wireframing tools - Marvel, Balsamiq etc.
● Reporting tools - Redshift/Metabase, Tableau, Periscope etc.
● User Feedback tools - Typeform, Google Form, Surveymonkey etc.

17. Case Study - Problem statement
Assume you have a website, where users can create custom T-shirts (with the
design options you provide) and then order the T-shirts. Process flow like this:
1. User logs into the product
2. Picks up a T-shirt design
3. Picks up a design palette and starts creating the custom T-shirt
4. Finalizes the design
5. Looks at the payment and size options
6. Add the final design to the cart
7. Checkout and payment

18. Case Discussion - Working time (20 mins)
1) Define the key product metrics
2) Drips to increase funnel conversion
3) Create a user engagement calendar
4) Growth strategy - how to further grow the business
5) Product features which can be built to increase engagement

19. Upcoming sessions
1) How to setup and optimize your sales and support processes. Learn about
CRM/Support tools, sales reporting, headcount planning, automating
operations etc.
2) How to send that perfect email. Learn about email sending tools, constituents
of a great email, email metrics, difference between marketing & transactional
emails, Domain Authority/IP reputation, list pruning etc.

20. Connect with me on LinkedIn: https://www.linkedin.com/in/ankitchaudhary1/
Connect via email: ankitc.bits@gmail.com
Passionate about philosophy and data; also writing my first novel :)