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Customer Success is Eating the World

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By: Chris Campbell, CEO, ReviewTrackers

How customer success is changing how we acquire and retain customers. The customer experience is now amplified with reviews, social and online mentions- engaging and maintaining those relationships are critical to succeed. We use customer service as a differentiator and have won awards that said we were in the top 10 of all software companies

Published in: Technology
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Customer Success is Eating the World

  1. 1. Customer Success Is Eating The World Chris Campbell, CEO
  2. 2. 2 Janelle Barlow & Claus Moller; authors of “A Complaint is a Gift” “Many companies do not appreciate the real cost of losing customers. They can tell you exactly what they are doing to attract new customers and how much this costs them, but they may not have a clue as to how many customers they are losing, why they are being lost and how much this costs them”
  3. 3. Why Our Customers Actually Buy
  4. 4. Why Our Customers Actually Buy 1. Ease of Use
  5. 5. Why Our Customers Actually Buy 1. Ease of Use 2. Accuracy of Data
  6. 6. Why Our Customers Actually Buy 1. Ease of Use 2. Accuracy of Data 3. Awesome Customer Service
  7. 7. Why Our Customers Actually Buy 1. Ease of Use 2. Accuracy of Data 3. Awesome Customer Service
  8. 8. Brief history of marketing…
  9. 9. Customers Are Telling Your Story
  10. 10. 18 Customer Feedback by Platform Jay Baer and Tom Webster; Edison Research (2016), Hug Your Haters  8% 16% 21% 55% Review Sites Facebook Forums Twitter
  11. 11. Customer experience determines how people feel about your brand.
  12. 12. How do people feel about your brand?
  13. 13. Every complaint Every time Every platform
  14. 14. Some complaints Some of the time Some platforms
  15. 15. 80% of businesses say they deliver superior customer service
  16. 16. 8% of their customers agree
  17. 17. 1/3 of customer complaints are never answered
  18. 18. Resolving a problem saves a customer 70% of the time
  19. 19. $500 billion = marketing
  20. 20. $500 billion = marketing VS
  21. 21. $500 billion = marketing Jay Baer and Tom Webster; Edison Research (2016), Hug Your Haters $9 billion = customer success VS
  22. 22. 33 5% Increase in customer retention
  23. 23. 34 25 - 90% increase in profitability Edison Research and Jay Baer, 2015 5% Increase in customer retention
  24. 24. 25,000 Users
  25. 25. 37
  26. 26. Relentless focus on results How we make the magic happen
  27. 27. 27 minutes Average support email response time
  28. 28. 65 NPS Ask our customers for feedback
  29. 29. 1.8% Churn for 2015 Churn last year
  30. 30. Not just customer success Entire Organization
  31. 31. Sales team calls trial signups within 4 mins
  32. 32. Job applicants get a response in 24 hours
  33. 33. Focus on operational excellence
  34. 34. Results?
  35. 35. Your step-by-step guide to becoming a customer success-driven brand
  36. 36. 49 1. Listen to what your customers are saying • Mention, Brandwatch, review sites
  37. 37. 50 2. 
 Conduct an internal audit • What feedback are you getting? • Are we responding now? • What insights can we find in the feedback?
  38. 38. 51 3. 
 Develop a feedback response program that works • Who are the primary stakeholders? • Who will own the measurement, review responses? • How will you resolve complaints: customer service, marketing, local vs. regional vs. home office
  39. 39. 52 4. 
 Ask for feedback
  40. 40. 53
  41. 41. 0.9 Star Rating
  42. 42. Started asking customers to leave feedback online
  43. 43. 56 Six months later…
  44. 44. 57 Six months later… 4.2 Star Rating
  45. 45. 59 5. 
 Transfer review data into insights and organizational change
  46. 46. 60 Want to learn more? Free Training ReviewTrackers.com/workshop
  47. 47. Questions? chris@reviewtrackers.com / @chrisrcampbell Want to meet up at SBW? Text me 312-380-5219 Add client name/logo here
  48. 48. 62 Founding the disruption Research
  49. 49. 63 Founding the disruption
  50. 50. 64 88% Trust issues 88 percent of consumers trust reviews as much as recommendations from friends and family. Search Engine Land
  51. 51. 65 Post-purchase consideration 4-out-of-5 consumers reverse a purchase decision after reading a negative review. Cone Online Influence Trend Tracker, 2011
  52. 52. 66 54% More trust issues... In research we conducted at ReviewTrackers, we found that 54% of women say that reviews are more influential than advertising
  53. 53. The best and worst..
  54. 54. Case Studies Introducing
  55. 55. 69
  56. 56. 70 Millennials use reviews to purchase insurance 68% are unlikely to buy from an agent with zero online reviews 68%
  57. 57. 72 Six months later… 400% increase in the number of reviews.
  58. 58. Two Problems
  59. 59. 74 Businesses didn’t know Problem #1: Customers started talking
  60. 60. 75 Businesses didn’t care Problem #2: Customers started talking
  61. 61. 76 90 percent of consumers say that their buying decisions are influenced by online reviews. Dimensional Research, 2013 90% Consideration
  62. 62. 77 Customer Success: The Spectator Sport
  63. 63. How customer success is changing how we acquire and retain customers. The customer experience is now amplified with reviews, social and online mentions- engaging and maintaining those relationships are critical to succeed. We use customer service as a differentiator and have won awards that said we were in the top 10 of all software companies.

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