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The C Factor: A Customer Driven Growth Framework


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Presentation for Advcocamp December 2017 and Growth Marketing Conference San Francisco

Published in: Marketing
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The C Factor: A Customer Driven Growth Framework

  1. 1. Sujan Patel Co-founder of Web Profits THE C FACTOR: A FRAMEWORK FOR CUSTOMER-DRIVEN GROWTH
  2. 2. "Customers may forget what you said but they'll never forget how you made them feel."
  3. 3. About Me Co-founder of Web Profits, a growth marketing agency. Over the last 14 years, I’ve led the digital marketing strategy for Salesforce, Mint, Cafepress and many other Fortune 500 caliber companies. > 5500+ customers > 15000 customers
  4. 4. The 5 C’s Of The C Factor Customer Experience: Optimize the first & second login or interaction Communication: Talk to your customers & get feedback Content: Create content that solves your customer’s problems Community: Create a community around your advocates & power users Customer Advocacy: Identify, engage and empower your advocates
  5. 5. Optimize The Customer Experience
  6. 6. Optimize The Customer Experience • Optimize the first 60 seconds of your customers experience with your product (onboarding) • What’s the first thing people see when they purchase/sign up? • Thank your customers • Swag your customers • Demonstrate that you care • Offer to help set things up for your customers (concierge onboarding) • Let customers know where they can reach you if they need help or have feedback
  7. 7. “It’s not about solving your customer’s problems, it’s about showing them that you care” @SujanPatel
  8. 8. Communication That’s a fancy way of saying, talk to your customers
  9. 9. Talk To Your Customers • Ask what your customers biggest problems are in their day and in their role • Check in with customers at sign up and every 90 days after • Conduct NPS Surveys
  10. 10. Ask your customers what they want achieve using your product/service
  11. 11. "Go beyond merely communicating to 'connecting' with people." - Jerry Bruckner
  12. 12. Create Content
  13. 13. Create Content That Solves Your Customers Problems or Weaknesses Cross reference topics with high search volume keywords to dominate SEO Outbound Sales Software Payroll Software Employee Management Software
  14. 14. Community
  15. 15. Invite Your Customers to Join A Private Facebook, Influitive, Salesforce or Slack Group
  16. 16. Create Customer Advocates • Ask your promoters (9-10s from NPS Surveys) to write testimonials/reviews and apologize to all detractors • After “success” using your product ask, “Do you know anyone who’d benefit from using our product?” • Invite advocates & power users to share their success stories & promote the stories to your existing customers
  17. 17. Ask “How Did You Hear About Us” At Sign Up
  18. 18. The C Factor Daily Routine Monday: Review NPS surveys. Ask promoters for testimonials/reviews Tuesday: Look through product analytics to identify power users Wednesday: Interview power users (most active users of the week) Thursday: Email churn customers for feedback Friday: Email/message people who referred customers ("How’d you hear about us” responses)
  19. 19. 3 Key Takeaways • Create content that makes your customers smarter • Train your customer support, success and sales team to share content at the end of their conversations. • Set aside time weekly to connect with your advocates 1:1 USE AN IMAGE, ICON(s), ANIMATED GIF, VIDEO
  20. 20. Read more: Let’s chat: Download slides: