"diviser par deux son taux de churn" par guillaume cabane, cmo à mention
TRANSCRIPT
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NPS TO CUSTOMER HAPPINESSHow did we reduce churn by half in only 2 months.
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GUILLAUME CABANEHead of Marketing @ Mention
GILLES BERTAUXGrowth Specialist @ Mention
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I HELP STARTUPS
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#1 How to capture 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
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WE DIDN’T KNOW MUCH ABOUT OUR USERS
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DO THEY LIKE OUR PRODUCT ?IF SO, WHY DON’T THEY UPGRADE ?
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WHY DO THEY STOP USING OUR PRODUCT ?WHY DO THEY DOWNGRADE ?
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I AM A DATA FREAKBut looking at data brings you only to a certain
point. It tells you what, but not why.
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To understand our users, and given our volumeIT HAS TO BE AN AUTOMATED PROCESS.
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1 2 3 4 5 6 7 108 9
NPS: NET PROMOTER SCOREHow likely is it that you would recommend our
service to a friend or colleague?
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Each image has a 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 !
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BENEFITSGetting the data enables some serious correlation analysis :
6
7
SocialMediaExaminer MakeUsOf
5.6
6.7
+26% satisfaction !
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COOL, BUT…Culturally insensitiveLow predictive validityLess accurate than a composite index of questionsWe are not really « understanding » the customer
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In truth…I DON’T CARE ABOUT THE SCORE !
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It’s an excuse to ENGAGE THE CUSTOMER INTO
MORE SPECIFIC QUESTIONS
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This is why we came out with our firstQUICK & DIRTY NPS-MVP SOLUTION
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Let’s take a deep dive intoOUR NPS PROCESS
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Email sent to all users 1 day after free trial ended
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Sends visitor to mention.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)
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User IDEvent nameScore valueUser segmentation
kmi={{email}} kme=Answered NPS Surveykm_NPS Score=10km_NPS type=free
next=freeform_entry.729634105={{email}}form_entry.540215436=10 (Great)
User segmentationUser IDScore value
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Now, how do we use thatFOR OUR CONVERSION PROBLEMATICS
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« Thank you for your 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
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RESULTSCumulated number of upgrades for NPS respondents.
Month 1 Month 2 Month 3
x2x3
x3.5
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The results werePRETTY IMPRESSIVE
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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. »
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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.
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Now brace yourselves forTHE BIG RECAP
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Retargeting E-mails
NPS E-mails
Click sends to special page on mention.com
Store to KM
Zapier reads rowsSync w/ Intercom
Store to KMSend 1 day after trial expiration
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Handled by handUpgraded NPS Survey
1 month after
NPS AS A CHURN REDUCTION PROCESS
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Handled by handUpgraded NPS Survey
1 month after
CHURN REDUCED BY HALF. BOOM.
NPS AS A CHURN REDUCTION PROCESS
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Handled by handUpgraded NPS Survey
1 month after
BUT WE STILL HAD SOME SERIOUS PAINS…
Response time = 10 days
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We had some serious issues in scaling thisHUMANS DON’T SCALE
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And guess what…WE MADE IT EVEN BETTER
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Retargeting E-mails
NPS E-mails
Click sends to hosted form on mention.com
Store to SegmentSync w/ Customer.io
Send 1 day after trial expirationSends ID + Score
Reads row
Pushes NPS results
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FORM COMPLETION X2RESPONSE TIME /3
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But things could be smoother, we had toOPTIMIZE THE TUNNEL + BETTER IN-APP NPS UX
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And in a few daysWE’LL MAKE IT EVEN MORE AWESOME
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Retargeting E-mails
Click redirects to app w/ prefilled data
Sends w/ data parametersFull Integration
Full IntegrationFull Integration
Full Integration
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In the end, there’s indeed a RECIPE FOR A SUCCESSFUL NPS PROCESS
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Answer Rate
Qualitative HandlingAutomation
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But remember, NPS process is also GOOD FOR YOUR PRODUCT
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REACHING OUT GETTING DATA CUSTOMER
SUCCESS
PRODUCT FEEDBACK
MULTI-TASKING NPS
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In the end, data gives you the « what »NPS GIVES YOU THE « WHY »
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We are learning more ON OUR CUSTOMERS, INCREASING SALES,
DECREASING CHURN, AND CREATING HAPPINESS.
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Btw we are recruiting!WE DO GREAT THINGS, WE HAVE FUN. JOIN US
Inbound Marketing ExpertPaid Acquisition Internship
UI DesignerGraphic Designer Internship
mention.workable.com
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Thanks :)
Q: Can I have the slides ?A: [email protected]
Q: Who are you? Guillaume: @guillaumecabaneGilles: @gillesbertauxOur Product: http://mention.comOur Blog: http://blog.mention.com
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Order your e-book nowBIT.LY/MENTIONEBOOK