mention nps process : reduce churn & increase customer happiness
TRANSCRIPT
NPS TO CUSTOMER HAPPINESSHow did we reduce churn by half in only 2 months.
#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
Head of Marketing @ Mention
GILLES BERTAUXGrowth Specialist @ Mention
GUILLAUME CABANE
WE DIDN’T KNOW MUCH ABOUT OUR USERS
DO THEY LIKE OUR PRODUCT ? IF SO, WHY DON’T THEY UPGRADE ?
WHY DO THEY STOP USING OUR PRODUCT ? WHY DO THEY DOWNGRADE ?
I AM A DATA FREAKBut looking at data brings you only to a certain
point. It tells you what, but not why.
To understand our users, and given our volume
IT HAS TO BE AN AUTOMATED PROCESS.
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?
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 !
BENEFITSGetting the data enables some serious correlation analysis :
6
7
SocialMediaExaminer MakeUseOf
5,6
6,7
+26% satisfaction !
COOL, BUT…Culturally insensitive Low predictive validity Less accurate than a composite index of questions We are not really « understanding » the customer
In truth…
I DON’T CARE ABOUT THE SCORE !
It’s an excuse to
ENGAGE THE CUSTOMER INTO MORE SPECIFIC QUESTIONS
This is why we came out with our first
QUICK & DIRTY NPS-MVP SOLUTION
Let’s take a deep dive into
OUR NPS PROCESS
Email sent to all users 1 day after free trial ended
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)
User ID Event name Score value User segmentation
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)
User segmentation User ID Score value
Now, how do we use that
FOR OUR CONVERSION PROBLEMATICS
« 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
RESULTSCumulated number of upgrades for NPS respondents.
Month 1 Month 2 Month 3
x2x3
x3.5
The results were
PRETTY IMPRESSIVE
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. »
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.
Now brace yourselves for
THE BIG RECAP
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
Handled by handUpgraded NPS Survey
1 month after
NPS AS A CHURN REDUCTION PROCESS
Handled by handUpgraded NPS Survey
1 month after
CHURN REDUCED BY HALF. BOOM.
NPS AS A CHURN REDUCTION PROCESS
Handled by handUpgraded NPS Survey
1 month after
BUT WE STILL HAD SOME SERIOUS PAINS…
Response time = 10 days
We had some serious issues in scaling this
HUMANS DON’T SCALE
And guess what…
WE MADE IT EVEN BETTER
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
FORM COMPLETION X2 RESPONSE TIME /3
But things could be smoother, we had to
OPTIMIZE THE TUNNEL + BETTER IN-APP NPS UX
And in a few days
WE’LL MAKE IT EVEN MORE AWESOME
Retargeting E-mails
Click redirects to app w/ prefilled data
Sends w/ data parametersFull Integration
Full IntegrationFull Integration
Full Integration
In the end, there’s indeed a
RECIPE FOR A SUCCESSFUL NPS PROCESS
Answer Rate
Qualitative HandlingAutomation
But remember, NPS process is also
GOOD FOR YOUR PRODUCT
REACHING OUT GETTING DATACUSTOMER
SUCCESS
PRODUCT FEEDBACK
MULTI-TASKING NPS
In the end, data gives you the « what »
NPS GIVES YOU THE « WHY »
We are learning more ON OUR CUSTOMERS, INCREASING SALES,
DECREASING CHURN, AND CREATING HAPPINESS.
Btw we are recruiting! WE DO GREAT THINGS, WE HAVE FUN. JOIN US
Inbound Marketing Expert Paid Acquisition Internship
UI Designer Graphic Designer Internship
mention.workable.com
Thanks :)
Q: Can I have the slides ? A: [email protected]
Q: Who are you? Guillaume: @guillaumecabane Gilles: @gillesbertaux Our Product: http://mention.comOur Blog: http://blog.mention.com
