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Mention NPS Process : Reduce Churn & Increase Customer Happiness
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.
Mention NPS Process : Reduce Churn & Increase Customer Happiness
- 1. NPS TO CUSTOMERHAPPINESS How did we reduce churn by half in only 2 months.
- 2. #1 How tocapture 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. Head of Marketing@ Mention GILLES BERTAUX Growth Specialist @ Mention GUILLAUME CABANE
- 4.
- 5. WE DIDN’T KNOWMUCH ABOUT OUR USERS
- 6. DO THEY LIKEOUR PRODUCT ? IF SO, WHY DON’T THEY UPGRADE ?
- 7. WHY DO THEYSTOP USING OUR PRODUCT ? WHY DO THEY DOWNGRADE ?
- 8. I AM ADATA FREAK But looking at data brings you only to a certain point. It tells you what, but not why.
- 9. To understand ourusers, and given our volume IT HAS TO BE AN AUTOMATED PROCESS.
- 10. 1 2 34 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. Each image hasa 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. BENEFITS Getting the dataenables some serious correlation analysis : 6 7 SocialMediaExaminer MakeUseOf 5,6 6,7 +26% satisfaction !
- 13. COOL, BUT… Culturally insensitive Lowpredictive validity Less accurate than a composite index of questions We are not really « understanding » the customer
- 14. In truth… I DON’TCARE ABOUT THE SCORE !
- 15. It’s an excuseto ENGAGE THE CUSTOMER INTO MORE SPECIFIC QUESTIONS
- 16. This is whywe came out with our first QUICK & DIRTY NPS-MVP SOLUTION
- 17. Let’s take adeep dive into OUR NPS PROCESS
- 18. Email sent toall users 1 day after free trial ended
- 19. Sends visitor tomention.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. User ID Event name Scorevalue 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. Now, how dowe use that FOR OUR CONVERSION PROBLEMATICS
- 22. « Thank you foryour 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. RESULTS Cumulated number ofupgrades for NPS respondents. Month 1 Month 2 Month 3 x2 x3 x3.5
- 24. The results were PRETTYIMPRESSIVE
- 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. 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. Now brace yourselvesfor THE BIG RECAP
- 28. Retargeting E-mails NPS E-mails Clicksends to special page on mention.com Store to KM Zapier reads rowsSync w/ Intercom Store to KMSend 1 day after trial expiration
- 29. Handled by handUpgradedNPS Survey 1 month after NPS AS A CHURN REDUCTION PROCESS
- 30. Handled by handUpgradedNPS Survey 1 month after CHURN REDUCED BY HALF. BOOM. NPS AS A CHURN REDUCTION PROCESS
- 31. Handled by handUpgradedNPS Survey 1 month after BUT WE STILL HAD SOME SERIOUS PAINS… Response time = 10 days
- 32. We had someserious issues in scaling this HUMANS DON’T SCALE
- 33. And guess what… WEMADE IT EVEN BETTER
- 34. Retargeting E-mails NPS E-mails Clicksends 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. FORM COMPLETION X2 RESPONSETIME /3
- 36. But things couldbe smoother, we had to OPTIMIZE THE TUNNEL + BETTER IN-APP NPS UX
- 37. And in afew days WE’LL MAKE IT EVEN MORE AWESOME
- 38. Retargeting E-mails Click redirectsto app w/ prefilled data Sends w/ data parameters Full Integration Full IntegrationFull Integration Full Integration
- 40. In the end,there’s indeed a RECIPE FOR A SUCCESSFUL NPS PROCESS
- 41.
- 42. But remember, NPSprocess is also GOOD FOR YOUR PRODUCT
- 43. REACHING OUT GETTINGDATA CUSTOMER SUCCESS PRODUCT FEEDBACK MULTI-TASKING NPS
- 44. In the end,data gives you the « what » NPS GIVES YOU THE « WHY »
- 45. We are learningmore ON OUR CUSTOMERS, INCREASING SALES, DECREASING CHURN, AND CREATING HAPPINESS.
- 46. Btw we arerecruiting! WE DO GREAT THINGS, WE HAVE FUN. JOIN US Inbound Marketing Expert Paid Acquisition Internship UI Designer Graphic Designer Internship mention.workable.com
- 47. Thanks :) Q: CanI 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
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