How Do Customers really Make Renewal Decisions?

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Totango

Presented by Ed Powers, Principal at Service Excellence Partners, at Customer Success Summit 2018, Track 1.

Software

How Do
Customers
REALLY Make
Renewal
Decisions?

The Loyal Brain
Source: Plassmann, H., Kenning, P., and Ahlert, D.
(2007) ,"Why Companies Should Make Their Customers
Happy: the Neural Correlates of Customer Loyalty", in NA
- Advances in Consumer Research Volume 34, eds.
Gavan Fitzsimons and Vicki Morwitz, Duluth, MN :
Association for Consumer Research, Pages: 735-739.

Customer Experience = Reinforcement Learning

Success Isn’t Luck!
Recognize Investigate
Decide &
Purchase
Implement Learn
Use &
Renew
Terminate
Business Process/UX
Effective and Affective

Moments of Connection
Video
e-mails
Web
conferencing
Website
Photos in e-mails

Key Takeaways
• A history of rewarding experiences boosts customer loyalty
• First impressions really matter!
• High renewal rates require more than luck
• Adding friendly photos is one easy way to create Moments of
Connection

Thank you!
Ed Powers
Principal
Service Excellence Partners
ed@se-partners.com
970-235-0078
se-partners.com

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