embracing humility: 5 ways you’re probably failing your customers, and what you can do about it
TRANSCRIPT
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H U M I L T YE M B R A C I N G
5 W A Y S Y O U A R E P R O B A B L Y F A I L I N G Y O U R C U S T O M E R S A N D W H A T Y O U S H O U L D D O A B O U T I T
T A R A R O B E R T S O N
@ t a r a e r o b e r t s o n
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And a whole lot more.. .
TARA ROBERTSONGROWTH & INBOUND CONSULTANT
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“I am the wisest man alive, for I know one
thing, and that is that I know nothing.”
- S o c r a t e s
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E V E R Y O N E S T A N D U P
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WHY DID WE DO THAT?
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2 REASONS FOR CHURN
The customer did not reach their perceived value
Environmental
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“Don’t find customers for your products. Find
products for your customers.”
- S e t h G o d i n
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TRULY KNOWING YOUR CUSTOMERS “you only know what you know.”
FAILURE
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Do you know the pu lse o f your cu r ren t cus tomers?
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QUALITATIVE ANALYSISS T A R T I N G Y O U R C O H O R T A N A L Y S I S
S U R V E Y Y O U R C U S T O M E R S : A S K & I N C E N T I V I Z E
S TA R T W I T H 3 C O H O R T S ( H E A LT H Y, U N H E A LT H Y, & C H U R N E D )
bit.ly/top-questions
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HEALTHY COHORTW H A T T O A S K Y O U R
W H AT W A S T H E M A I N R E A S O N Y O U U P G R A D E D Y O U R A C C O U N T ?
L I S T 3 T H I N G S T H AT A L M O S T S T O P P E D Y O U F R O M U P G R A D I N G .
I F Y O U C O U L D N O L O N G E R U S E [ P R O D U C T ] W H AT W O U L D Y O U M I S S M O S T ?
I F Y O U H A D A M A G I C W A N D , W H AT W O U L D Y O U C H A N G E A B O U T [ P R O D U C T ] ?
H O W W O U L D Y O U F E E L I F Y O U C O U L D N O L O N G E R U S E [ P R O D U C T ] ?
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UNHEALTHY COHORTW H A T T O A S K Y O U R
W H AT W A S T H E M A I N R E A S O N Y O U S TA R T E D U S I N G [ P R O D U C T ] ?
W H AT ’ S T H E O N E T H I N G T H AT ’ S M I S S I N G I N [ P R O D U C T ] ?
W H AT ' S O N E F E AT U R E T H AT W O U L D M A K E O U R P R O D U C T I N D I S P E N S A B L E ?
W H AT W O U L D P E R S U A D E Y O U T O U S E U S M O R E O F T E N ?
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CHURNED COHORTW H A T T O A S K Y O U R
WHAT IS THE MAIN REASON WHY YOU'RE CANCELING YOUR ACCOUNT?
W H AT W A S T H E M A I N R E A S O N Y O U S TA R T E D U S I N G [ P R O D U C T ] ?
I F Y O U C O U L D C H A N G E J U S T O N E T H I N G I N [ N A M E ] , W H AT W O U L D I T B E ?
I F Y O U H A D A M A G I C W A N D , W H AT W O U L D Y O U C H A N G E A B O U T [ P R O D U C T ] ?
W H AT C O U L D W E C H A N G E T O M A K E Y O U W A N T T O C O N T I N U E U S I N G U S ?
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QUALITATIVE ANALYSISS T A R T I N G Y O U R C O H O R T A N A L Y S I S
bit.ly/survey-analysisbit.ly/survey-calculator
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QUANTITATIVE ANALYSISS T A R T I N G Y O U R C O H O R T A N A L Y S I S
A N A LY T I C S
S A L E S A N D M A R K E T I N G P L AT F O R M S
C U S T O M E R S U C C E S S P L AT F O R M
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FIND FINITE DETAILSS E T A G O A L T O S T U D Y S O T H A T Y O U C A N
W H AT T O O L S D O T H E Y U S E ?
H O W M A N Y U S E R S D O T H E Y H AV E ?
H O W O F T E N T O T H E Y S P E A K W I T H S U P P O R T ?
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DATA NIRVANAH o w t o p r i o r i t i z e b a s e d o n y o u r f i n a l f i n d i n g s a n d w h a t t o a c t u a l l y d o a b o u t i t …
P R I O R I T I Z E Y O U R T O P 3 O P P O R T U N I T I E S
S E T A S I D E ~ 1 W E E K P E R Q U A R T E R T O R E F I N E
A LW AY S B E L E A R N I N G & P I V O T I N G
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TOO MUCH ONBOARDING
FAILURE
2
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ONE GOAL - GET THEM TO THE AHA MOMENT
E V E R Y T H I N G E L S E
UPGRADE - FEATURES - REFERRALS
21 A H A M O M E N T
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THE RULE OF ONE
ONEREADER
ONEOFFER
ONEBIG IDEA
ONEPROMISE
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Segment your readers based on their stage of
awareness and how intent they are to purchase.
Segment based on user:
• Role
• Opportunity
• Plan Type
ONE READER
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What’s your most powerful benefit?
What makes your users say AHA!
Never change the big idea.
Make it sticky.
Make it emotional.
Carry this throughout your entire Onboarding until they reach the AHA moment. Only then can you shift gears.
ONE BIG IDEA
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Everything builds up to this and how you will clearly explain what you are
offering.
THINK VALUE = AHA
Note: This is not an incentive it’s happiness
inducing.
ONE OFFER
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Goal is to take away ANY hesitation and
amplify your offer with a promise.
Make it believable.
Make it measurable.
Let your user overcome risk and anxiety.
Examples:
Money back guarantee
User groups
Dedicated support / success
ONE PROMISE
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HOW TO IMPLEMENT THE RULE OF ONEM a k e a m a s s i v e I m p a c t
B u i l d O n b o a r d i n g f o r a s m a n y c o h o r t s y o u n e e d . E a c h o f t h e m w i l l b e a u n i q u e r e a d e r , w i t h a u n i q u e
n e e d a n d l o o k i n g t o y o u r p r o d u c t f o r a u n i q u e p r o m i s e .
R E V I E W C U R R E N T S T R U C T U R E
M O D I F Y T O F O L L O W T H E R U L E O F O N E
C R E AT E N E W S T R E A M S F O R A O N E T O O N E U S E R E X P E R I E N C E
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NOT ENOUGH RETENTION OPTIMIZATION
FAILURE
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Awareness
Consideration
Intent
Purchase
TRADITIONAL MARKETING FUNNEL
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Awar
enes
s
Conversion Rate Optimization
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Reverse the Funne l
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Purchase
Awar
enes
s
Con
side
ratio
n
Supp
ort
Loya
lty
Inte
nt
Adv
ocac
y
Churn
ONLY 5 - 30%from the initial sale
70 - 95% revenuescome from upsells
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I D E N T I F Y
E N G A G E
E X P A N D
A D V O C A T E
Owner: Marketing
Lead Scoring• Predictive + Traditional • Create a [PRODUCT] score• Triage CS agents based on opportunity
type
Retention OptimizationT h e R e v e r s e F u n n e l F o c u s e s o nSupport
}} }Support Loyalty Advocacy
Owner: Marketing & Customer Success
Persona Based Workflows• Automate Educational Content
• Tag support requests to enroll • Create tracking URL’s to determine
which content is digested most for product engagement
• Set up sales sequences to notify sales• Test and Iterate constantly
Owner: Sales & Customer Success
Review Client Portfolios Monthly• Farm don’t Hunt
• Set up sales & CS sequences to trigger opportunities when they arise
• Use an always-on approach to success• Set up monthly goal setting calls with all
parties involved (if pricing model allows for this)
• Recommend the best plan clearly and don’t push, just educate
Owner: Marketing
Where to Look • Social Media
• Reviews• Advocacy Programs
Where to see opportunities for Growth:
• Look into options for Gamification• Incentivize for referrals
• Engagement is key (and critically important)
• Consider a marketing advocate manager
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NEXT STEPS FOR RETENTION OPTIMIZATIONR e t e n t i o n O p t i m i z a t i o n s h o u l d b e j u s t a s ( i f n o t m o r e ) i m p o r t a n t t h a n c o n v e r s i o n r a t e o p t i m i z a t i o n . M a k e
s u r e y o u h a v e t h e t e a m s i n p l a c e t o f o c u s o n s u c c e s s t h r o u g h e d u c a t i o n .
R E V I E W Y O U R C U R R E N T R E T E N T I O N T E A M
R E V I E W M A R K E T I N G & S A L E S‘ P O S T- S A L E ’ F U N N E L S
I M P L E M E N T AT L E A S T 1 N E W R E T E N T I O N C A M PA I G N A N D I T E R AT E F R O M T H E R E !
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CUSTOMER EXPERIENCE
FAILURE
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“It’s a mistake to think that your SaaS customers
are in it only for the software. They’re in it for
the experience, too.””- K i s s m e t r i c s
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BEHIND A BAD CUSTOMER EXPERIENCE
T H E N U M B E R S
99 out of 10 customers have
abandoned a business because
of a poor experience.
(Oracle).
OUT OF 10
86%In the same study, 86% of customers
were willing to pay more for a better
customer experience.
(Oracle)
PAY MORE
89%Accenture found that customers get
frustrated because they need to
repeat their issues to multiple
representatives.
FRUSTRATED
3%67% of customers mention bad
experiences as a reason for churn,
but only 1 out of 26 unhappy
customers complain.
COMPLAIN
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Deve lop A Cus tomer Credo
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C U S T O M E R S D E S I R E ( I M M E D I AT E ) S U C C E S S
U N AT T E N D E D C U S T O M E R S W I L L C H U R N
C U S T O M E R S S H O U L D ( N O T ) B E T R E AT E D E Q U A L
S U C C E S S ( D O E S N O T ) E Q U A L ( S ) H A P P I N E S S
C U S T O M E R S N E E D G U I D A N C E ( O R ) S H O U L D G U I D E
R E L AT I O N S H I P S A R E ( N O T ) E N O U G H
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GET A CUSTOMER PULSEC u s t o m e r s R e q u i r e H u m i l i t y
Yo u s h o u l d n e v e r b e t o o b u s y t o s p e a k t o y o u r c u s t o m e r s . T r y t h e s e 3 t h i n g s o u t w e e k l y ( o r a t l e a s t
m o n t h l y ) t o s t a y h u m b l e t o y o u r b u s i n e s s a n d y o u r p r o d u c t .
S P E N D 1 H O U R A W E E K S P E A K I N G T O C U S T O M E R S
T R I A G E A N D A N S W E R S U P P O R T T I C K E T S
S O LV E R O U T I N E R E Q U E S T S W I T H N E W C O N T E N T
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CUSTOMER FEEDBACK
FAILURE
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#INBOUND16@BobRuffolo @taraerobertson
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6 PILLARS OF FEEDBACKI m p l e m e n t i n g t h e
F E E D B A C K
Run monthly or quarterly surveys
Always include an NPS score and ask
open ended questions.
S U R V E Y S
Interview 5-10 customers per cohort
each quarter. Share recordings &
findings with your team.
I N T E R V I E W S
Run routine testing to truly empathize
with customers.Tests can be specific,
broad, or based on funnel completion.
U S A B I I LT Y T E S T I N G
Add comment boxes into your product
to ask for ongoing feedback.
C O M M E N T B O X E S
Always include an option for feedback
in newsletters or any company
announcements via email.
E M A I L
Simply asking for feedback makes a
huge difference. If someone
downgrades, ask them why!
O N G O I N G C O M M U N I C AT I O N
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CUSTOMER FEEDBACK NEXT STEPSD o n ’ t j u s t a s k , a c t o n w h a t y o u r e c e i v e . T r y t h e s e 3 s t e p s f o r y o u r o r g a n i z a t i o n :
O R G A N I Z E A L L F E E D B A C K I N T O O N E L O C AT I O N
S E T A S I D E P R O D U C T T I M E & F I X W H AT ’ S B R O K E N
C R E AT E A N O N G O I N G C H A N N E L F O R F E E D B A C K
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CONCULSION
WRAP UP
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BECOMING A HUMBLE
CUSTOMER DRIVEN
BUSINESS
5 S T E P S T O
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HUMILITYE M B R A C I N G
STEP ONE
You only know what you know. Learn more about
your customers so that you can continuously solve for
their unique needs.
STEP TWO
Test a new sequence in your Onboarding to talk less
about you and more about your customers by using the
Rule of One.
STEP THREE
Stop focusing so much on CRO and start focusing
more on Retention Optimization. Invest in
success marketing!
STEP FOUR
Spend more time with your customers. You’re never too busy to jump on the phone or answer support tickets
and empathize.
STEP F IVE
Ask for feedback on an ongoing basis. Embrace the 6 pillars and take the time to fix ongoing issues that are
tracked.
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QUESTIONS?
h i @ t a r a r o b e r t s o n . m e t a r a e r o b e r t s o n t a r a r o b e r t s o n . m e