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T&C Meetup #9: How To Increase Customer Lifetime Value


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1) Why Customer Service is your secret weapon as a marketer.
2) How to create a customer service team that will increase sales in the front end and the back end.
3) How to create a foot-in-the-door offer to get clients in the door.
4) How to cross-sell across your customer base to make sure they have what they need.
5) How to solve your customer’s biggest problems with a back-end offer.

Published in: Marketing
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T&C Meetup #9: How To Increase Customer Lifetime Value

  1. 1. How To Increase Customer Lifetime Value by Ewa Wysocka & Samuel P.N. Cook
  2. 2. 1. STRATEGY fundamentals 2. FUNNEL psychology and mapping 3. EXECUTION process 4. Defining your NUMBERS (KPI’s) 5. CONTENT integration 6. PAID TRAFFIC integration 7. OPTIMISATION 8. CUSTOMER SERVICE process (increasing Customer Lifetime Value) Our 8-Step Digital Marketing Formula
  3. 3. LTV > 3 x CAC
  4. 4. SCENARIO #1: LTV <= CAC
  5. 5. SCENARIO #2: CAC < LTV < 2 x CAC
  6. 6. SCENARIO #3: 2 x CAC < LTV < 3 x CAC
  7. 7. BrendonBurchard Optimisation Technique that is always safe to use: Increase your Customer Lifetime Value (LTV)!
  8. 8. 2 ways of maximising your Customer Lifetime Value: 1. Product Roadmap That Maximizes Sales 2. Awesome Pre- Purchase and Post Purchase Support
  9. 9. Product Roadmap that maximizes sales: BrendonBurchard 1. Front End => your main product 2. Back End or Upsell =>first upsell should be cheaper than Front End, second more expensive 3. “Foot in The Door” or Downsell => when your client is not ready to buy yet have a cheaper alternative!
  10. 10. 10 Rules of Awesome Support
  11. 11. 1. Pay Attention to WHO you hire
  12. 12. 2. Identify which funnel stage the respondent is at and adjust your message!
  13. 13. 3. Make Yourself Accessible: ⭑ Offer phone number, chat box and email address visible on every crucial step of your purchasing cycle (especially shopping cart). ⭑ Respond to messages within 24 hours! ⭑ Be available on all possible channels like Facebook, Twitter
  14. 14. 4. Create a Support System BrendonBurchard ⭑ Pick a System Designed for Support (i.e. ZenDesk, etc.) ⭑ Integrate Website Chat ⭑ Integrate Social Channels ■ Facebook ■ Twitter ■ LinkedIn
  15. 15. 5. Create Communication Frameworks ⭑ Make & Update an FAQ Library ⭑ Follow-up Emails ⭑ LiveChat Templates (per page) ⭑ Phone Call Framework ⭑ NOTE: Train Agents to thank and support customer.
  16. 16. 6. React to email unsubscribes
  17. 17. 7. Have simple and clear refund policy ⭑ Give even better terms than the local laws force you to give. ⭑ Offer a great refund rate (most people are honest)
  18. 18. 8. Use KPI’s for Customer Support team ⭑ Number of Resolved and Active Issues ⭑ Average Resolution Time ⭑ Customer Satisfaction Rating and Net Promoter Score ⭑ Refund Saved Rate ⭑ Customer Retention Rate ⭑ Number of Closed Sales
  19. 19. 8*. Zappos’ KPI’s for Customer Support team ⭑ Did the agent try twice to make a personal emotional connection (PEC)? ⭑ Did they keep the rapport going after the customer responded to their attempt? ⭑ Did they address unstated needs? ⭑ Did they provide a “wow experience?”
  20. 20. 9. Use “Cart Abandonment” emails and calls! ⭑ Make them helpful and personal ⭑ Automate only if you have a massive volume! ⭑ Best just call someone who abandoned the cart and assist
  21. 21. 10. Have customer onboarding & delight process in place BrendonBurchard ⭑ Not only if you are a SaaS and B2B service provider! ⭑ Just call your new customers, they will be surprised! ⭑ Create onboarding email + content sequence. ⭑ Wow your customers with unexpected gifts.
  22. 22. 2 Day conference in November... Until then => follow us on SAM! IT’S THE LAST ONE!!!! YES... BUT IT’S NOT THE END...