Retain existing customers and prevent them from becoming un-engaged, through targeted re-engagement + win-back strategies.

1. Customer Journey: Masterclass
Strategies to ‘Reengage your Customers’
Karli Amber Smith
Principal Business Consultant
@DoNotTweetMeAsIProbablyWontReply
#ETmasterclass

2. What’s On For Today?

3. Today’s Agenda
1. Your Master Class Journey To Date
2. Why Focus On Retention?
3. Reengagement v’s Win Back
4. Group Activity: Current Journey
5. 3 Key Reengagement Questions
6. Customer Journeys: Sally, Ben & Tracey
7. Group Activity: Future Journey
8. Certification Ceremony

4. ENGAGE
ONBOARD
ACQUIRE

5. STAGE
ACQUIRE ONBOARD ENGAGE RETAIN
Marriage
You are both fully
committed and in a
routine. You focus now
on keeping your
subscriber happy by
providing the content
they want, exactly when
they want it and on the
channel they want it.
First Date
The consumer liked what
they saw and gave you
permission to commence
a relationship with them
- either coinciding with
or without a purchase.
Purchasers: are more
likely to spend again.
Leads: have increased
likelihood to spend.
Honeymoon
Period
Your subscriber is in this
period the most
interested in you & you’re
always in their thoughts.
You spend time teaching
them all about you and
showing how you are
different to all the others,
hoping that they’ll decide
you’re the one.

6. STAGE ACQUIRE ONBOARD ENGAGE RETAIN
re·tain [ri-teyn]
why: to retain existing customers and prevent
them from becoming un-engaged, through
targeted re-engagement + win-back strategies.
Customer Lifetime Value (CLTV) / # Referrals / # Service Enquiries

7. STAGE
ACQUIRE ONBOARD ENGAGE RETAIN
Counseling
You and your subscriber
recognize the need to
resolve conflicts and
improve your
relationship. You make
thoughtful decisions
about rebuilding your
relationship or going
your separate ways.
Marriage
You are both fully
committed and in a
routine. You focus now
on keeping your
subscriber happy by
providing the content
they want, exactly when
they want it and on the
channel they want it.
First Date
The consumer liked what
they saw and gave you
permission to commence
a relationship with them
- either coinciding with
or without a purchase.
Purchasers: are more
likely to spend again.
Leads: have increased
likelihood to spend.
Honeymoon
Period
Your subscriber is in this
period the most
interested in you & you’re
always in their thoughts.
You spend time teaching
them all about you and
showing how you are
different to all the others,
hoping that they’ll decide
you’re the one.

8. Why Focus On
Retention?

9. “Acquiring new customers
can cost as much as five to
seven times more than
simply retaining existing
customers”

10. “Increasing customer
retention rates by 5%,
increases profits by
25% to 95%”

11. “ISP’s focus on how
subscribers respond to
your emails – do they
open & want them?
The more subscribers on
your list that are not
interacting with you – the
more likely you’ll end up
as spam”

12. Copyright Randy Glasbergen. www.glasbergen.com

14. #RetentionIsTheNew
Acquisition

15. Reengagement v’s
Win Back

16. “Still an existing customer. Just
dormant and non-engaged. Not
opening your communications. They
may very well still be purchasing”
Reengagement - Separated

17. Win Back - Divorce
“Customers who have purchased
before but who now no longer open
your communications and who are
also no longer spending. ”

18. Group Activity

19. Your Task
5 minutes
Map out your existing customer
retention journey tactics
5 minutes
Discuss your tactics with your group –
select top tactic
5 minutes
Share one tactic per table with the
wider group

21. 3 Key Questions

22. #WhoWillYouBe
Reengaging?

23. Communications Frequency
The timeframe you class as ‘inactive’ may
need to be longer or shorter based on your
sending frequency.
ie: A daily deals site inactive may be
someone who hasn’t engaged with an email
in 30 days, whereas a company that sends
a regular monthly newsletter may need to
consider a longer timeframe (ie: three
months to a year).

24. Customer Purchase Lifecycle
If your customer lifecycle is fairly long, or
your customers tend to be infrequent
purchasers, you will want to consider a
longer inactivity time frame to mirror that
behaviour.
ie: APL = 2.8 months then no
reengagement strategy until at last
3 months

25. #WhatAreYour
ReengagementCampaigns?

26. Content
Send something on brand but a little out of
the ordinary – be it subject lines, and or
body content. (Offers/Surveys)

27. Style
Show that this is a different email or
message to what they have been seeing to
date.
Ie: Consider sending the message from
someone whom they wouldn’t expect such
as the company Customer Service Angel.

28. Consumer Behaviour
“Look at at onsite/app behaviour and
purchase behaviour in your mix, in addition
to the traditional email opens/clicks.
A customer not interacting with your email
communications may prefer a different form
of communication”

29. #AreYouPreparedTo
SayGoodbye?

30. Let It Go
Be prepared to nurse a broken heart. Even
after you’ve tried your hardest, you won’t
keep everyone and when it is done, its done
– you need to let it go.
Separate these users out from your master
send list to maintain a good reputation with
the ISP’s not to mention save you send
costs!

31. Techy
Tracey
Media Journey
Banking
Ben
Banking Journey
Social
Sally
Retail Journey

32. Remember
Sally.…
The last thing she did was order a
leatherette top online and have it
delivered to her house…

33. What Happens Next?
Sally has been opening emails and has
even bought a number of items but a new
competitor to Glue Store has just opened
in the same complex where Sally normally
buys from them.

34. I-Beacon.
Real Time Reactivation
Glue Store places an iBeacon in the
shopping complex. They set the beacon to
track when any of their App users are within
5 meters of the Competitor’s store.
They want to activate Sally to come back into
their store and prevent a purchase with the
competitor by offering a limited time offer.

35. Call To Action Offer
As she walks past Superdry, Sally receives a
push notification from the Glue Store App.
Intrigued by the message Sally clicks on view
and launches the Glue Store App.
100%ET 9:41 AM
Glue Store
LIVE IN THE MOMENT!
A 100% Discount Is Counting Down
By The Second…Act Now.

36. Call To Action Offer
When the App is launched it also starts the
Discount offer timer.
The offer is a discount on any accessory
item. The discount stats at 100% and
decreases 1% for every 1 second it takes her
to get to Glue Store!
This is reactivating ‘in the moment’ - the
moment before the affair begins and she
begins to ‘shop around’.
100%ET 9:41 AM
100%
The faster you get to our store the
larger the discount on any
accessory item.
THE CLOCK IS TICKING!
99%98%97%96%

37. Affair Diverted
Sally rushes as fast as she can in her heels
to Glue Store. It takes her 38 seconds to get
to the store entrance where a staff member is
waiting to greet her.
She flashes her phone at them which shows
the countdown clock paused at 64%.
AWESOME
Sally picks a new leather belt with an rrp of
$46 and with her discount pays only $29.44.
100%ET 9:41 AM
64%
You made it!
THE CLOCK IS STOPPED.
Show this to one of our staff to get
your discount

38. Sally’s current customer journey
Wandering through
the shopping Centre, 5
meters from Superdry,
she receives a Push
Notification
Real Time, Call To
Action Offer
Sally rushes to Glue
Store in 38 seconds –
a great time in heels
Sally purchases a
new belt
She is greeted by a
staff member who
acknowledges her
64% discount.

39. Remember
Ben.…
The last thing he did was visit a branch
to discuss a Student Loan, He was
recommended a Loan/Credit Card
Bundle but decided he was a little
nervous about going into debt…

40. Checking In
It has been 3 weeks since Ben visited
Angela at the Bank Branch to discuss a
Student Loan.
Ben receives an SMS from Angela
asking if he had made any decisions
and to tell him to an eyes peeled for an
email form her.
ContactCommonwealthMessages
Hi Ben,
Just wanted to check in
and see if you had made
any decisions about your
financial requirements?
I’m sending you an email
also, so keep your eyes
peeled for it in your
inbox.
Angela
Text Message Send
100%ET 9:41 AM

41. Update Status
He receives the first email and feels
terribly embarrassed that he has not
gotten back to Angela.
He probably should tell her (break her
heart) that he is no longer interested in
the loan…but before he can action the
request, his land line rings. It can only be
his mother as no one else ever calls that
line. He better get it, he needs washing
done.
ContactInbox (1)
100%ET 9:41 AM
HI BEN,
<Please Call Me I’m Ready To Talk>
<Thanks But No Thanks!>
I hope you’re well and have had time to
consider the loan and credit card bundle
option that we identified suitable for you
last month.
We know you’re busy, so we’ve made it
super easy to let us know where your
head is at. Simply click on the relevant
options below
Kind Regards
Angela

42. Update Status Reminder
3 days later, Ben receives a second
email and feels even worse that he still
hasn’t gotten back to Angela (he does
however have clean underwear).
He clicks on the thanks but no thanks
button which then takes him to a
landing page.
ContactInbox (1)
100%ET 9:41 AM
HI BEN,
<Please Call Me I’m Ready To Talk>
<Thanks But No Thanks!>
Not sure if you received my email a few
days ago but just in case you didn’t, I
wanted to reach out to ascertain where
you’re at with making a decision
regarding your loan requirements and if I
can be of any further help.
Simply click on the relevant options
below
To let me know where your head is at.
Kind Regards
Angela

43. Next Best Offer
He is thanked for his time plus shown
another pre-approved offer– a Credit
Card stand alone at the same % rate he
was going to be offered when it was
bundled with his loan!
Having just secured a new part time job
at the University Library, he’s feels
confident he can save for his own holiday
– interest free – but he’d love the credit
card for emergencies on his trip.
He clicks ‘Yes Please! Activate Now’.
100%ET 9:41 AM
THANKS FOR THE UPDATE BEN
We are here when you are next looking
to talk about your finances so please
keep in touch.
Before you go, we’re happy to offer
you a pre approved Credit Card at the
bundled interest rate – saving you
1.2% on the normal stand alone
Credit Card offer.
YES PLEASE! ACTIVATE NOW

44. Ben’s current customer journey
Checking In SMS from
Loan officer Angela
Receives the first of 2
re-engagement emails
Receives the second
of 2 re-engagement
emails
Activates Offer
Is redirected to a
landing page featuring
a pre-approved next
best offer

46. Remember
Tracey.…
The last thing she did was start
receiving a relevant Friday Tech round
up e-mail, become an ‘Influencer’ and
attend an ‘Influencer Invite Only’ Tech
Event…

47. Social Listening
In the 6 weeks since hooking up with Gary,
Tracey has had no time to interact with the
Mashable site or her weekly tech email. She
now has her very own nerd to talk techy to her.
At week 8, Mashable have scheduled to
commence an email reactivation email series
to find out why Tracey has suddenly gone
AWOL.
However, the following week, Mashable pick up
on a tweet from Tracey, respond then route the
Tweet for Customer Service follow up
Techy Tracey
SO in love with @Nerd108. Never had someone turn me on so
much with Techy Talk. @Mashable you’ve been replaced.
Mashable
Wow. Best of luck with the relationship @ILovePearls. Thanks
for cutting our lunch @Nerd108!

48. SMS Survey
Mashable’s Customer service team
activate a survey distributed to Tracey’s
mobile phone via SMS.
They want Tracey to complete a survey
and tell them how they may better cater to
her needs – surely @Nerd108 is a short
lived fling!
Tracey, both embarrassed that she tagged
Mashable (she’d been drinking) and short
on time as@ Nerd108 is quite needy, does
not respond.
ContactMashableMessages
Hi Tracey,
We read your tweet and
are hoping you can find
time in your life for your
new relationship and us!
We’ll text you shortly to
ask for some feedback
on how we can stay in
your life! Reply ‘stop’ to
stop these messages.
Annie. Mashable
Customer Angel Manager
Text Message Send
100%ET 9:41 AM
Hi Tracey, Q1 of 5: How
happy are you with the
content that we send you
in your emails on a scale
of 1(not at all) to 10
(completely)?

49. SMS Survey
Reminder
Mashable try on a second occasion to
entice Tracey to conduct the mobile
survey but she does not.
It is time to part ways.
They remove her from the mobile and
email master lists. They do not delete her
details, just move them into an inactive
list, just in case she opens up an old email
down the track once she has dumped
Nerd Boy and is then classed again as
Active.
ContactMashableMessages
Hi Tracey,
.
We promise we’re not
stalking you! We’d just
haven’t heard from you
and we’d love to hear
how we can better
accommodate your
needs. We’ll resend our
survey shortly. Reply
‘stop’ to stop these
messages.
Annie. Mashable
Customer Angel Manager
Text Message Send
100%ET 9:41 AM
Hi Tracey, Q1 of 5: How
happy are you with the
content that we send you
in your emails on a scale
of 1(not at all) to 10
(completely)?

50. Tracey’s current customer journey
Tracey tweets that her
relationship with
Mashable is over and
Mashable see this
Mashable reply
via Twitter
Mashable send an
SMS informing of a
Mobile Survey and
also send the Survey
When Tracey does not
respond, Mashable
send a survey
reminder via SMS
Tracey remains silent
Mashable remove
Tracy from the active
audience list and store
in a dormant list

51. Group Activity

52. Your Task
5 minutes
Map out your future customer
retention journey tactics
5 minutes
Discuss your tactics with your group –
select top tactic
5 minutes
Share one tactic per table with the
wider group

54. What Does Success
Look Like?

55. “Are you increasing the percentage of
active users in your databases? Monitor
this number as you start to attempt
reengagement campaigns.”
Increased % Of Active Users

56. SPAM
“Are you decreasing your spam
complaint rate? (E-mail specific).
This is often a natural by-product of
proactively reengaging or removing
inactive users from your database”.
Decreased Spam Complaint Rate

57. “Are your deliverability rates
improving? (E-mail specific). As you
reach a healthier balance between
active and inactive users, you should
see your deliverability rates improve.
This might take time, though, so
don’t expect immediate results.”
Increased Deliverability Rate

58. What Have We Learnt
These Past 4 Weeks?

59. Engage
Abandoned cart
•Birthday program
•Browse retargeting
•Loyalty program
•Newsletter
•Product update
•Promotional messages
•Transactional
Retain
Win-back
•Reengagement
Onboard
•Welcome series
•Cross/Up-Sell
•Preference Centre
Acquire
•Mobile opt-in
•Social opt-in
•Web opt-in
Customer
Lifecycle

60. Trial. Test. Learn

61. #TheOnlyFailureInYour
DigitalJourneyWillBeIfYou
ChooseToDoNothing