SlideShare una empresa de Scribd logo
1 de 48
Descargar para leer sin conexión
NPS TO CUSTOMER HAPPINESS
How 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 BERTAUX
Growth Specialist @ Mention
GUILLAUME CABANE
I HELP STARTUPS
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 FREAK
But 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 SCORE
How 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 !
BENEFITS
Getting 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
RESULTS
Cumulated number of upgrades for NPS respondents.
Month 1 Month 2 Month 3
x2
x3
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 Segment
Sync w/ Customer.io
Send 1 day after trial expiration
Sends 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 parameters
Full Integration
Full IntegrationFull Integration
Full Integration
Mention NPS Process : Reduce Churn & Increase Customer Happiness
In the end, there’s indeed a
RECIPE FOR A SUCCESSFUL NPS PROCESS
Answer Rate
Qualitative
Handling
Automation
But remember, NPS process is also
GOOD FOR YOUR PRODUCT
REACHING OUT GETTING DATA
CUSTOMER
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: guillaumecabane@mention.com
Q: Who are you?
Guillaume: @guillaumecabane
Gilles: @gillesbertaux



Our Product: http://mention.com

Our Blog: http://blog.mention.com
http://bit.ly/mentionebook
GET YOUR E-BOOK NOW

Más contenido relacionado

Último

Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Nedko Nedkov
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxWill Haire
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfShifali roy
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain VisibilitySearch Engine Journal
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing courstegveersingh09
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 

Último (20)

Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services Preview
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptx
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdf
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing cours
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 

Destacado

PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024Neil Kimberley
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)contently
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024Albert Qian
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsKurio // The Social Media Age(ncy)
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summarySpeakerHub
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next Tessa Mero
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentLily Ray
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best PracticesVit Horky
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project managementMindGenius
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...RachelPearson36
 
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Applitools
 
12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at WorkGetSmarter
 
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...DevGAMM Conference
 

Destacado (20)

Skeleton Culture Code
Skeleton Culture CodeSkeleton Culture Code
Skeleton Culture Code
 
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
 
How to have difficult conversations
How to have difficult conversations How to have difficult conversations
How to have difficult conversations
 
Introduction to Data Science
Introduction to Data ScienceIntroduction to Data Science
Introduction to Data Science
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best Practices
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project management
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
 
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
 
12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work
 
ChatGPT webinar slides
ChatGPT webinar slidesChatGPT webinar slides
ChatGPT webinar slides
 
More than Just Lines on a Map: Best Practices for U.S Bike Routes
More than Just Lines on a Map: Best Practices for U.S Bike RoutesMore than Just Lines on a Map: Best Practices for U.S Bike Routes
More than Just Lines on a Map: Best Practices for U.S Bike Routes
 
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
 

Mention NPS Process : Reduce Churn & Increase Customer Happiness

  • 1. NPS TO CUSTOMER HAPPINESS How did we reduce churn by half in only 2 months.
  • 2. #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
  • 3. Head of Marketing @ Mention GILLES BERTAUX Growth Specialist @ Mention GUILLAUME CABANE
  • 5. WE DIDN’T KNOW MUCH ABOUT OUR USERS
  • 6. DO THEY LIKE OUR PRODUCT ? IF SO, WHY DON’T THEY UPGRADE ?
  • 7. WHY DO THEY STOP USING OUR PRODUCT ? WHY DO THEY DOWNGRADE ?
  • 8. I AM A DATA FREAK But looking at data brings you only to a certain point. It tells you what, but not why.
  • 9. To understand our users, and given our volume IT HAS TO BE AN AUTOMATED PROCESS.
  • 10. 1 2 3 4 5 6 7 108 9 NPS: NET PROMOTER SCORE How likely is it that you would recommend our service to a friend or colleague?
  • 11. 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 !
  • 12. BENEFITS Getting the data enables some serious correlation analysis : 6 7 SocialMediaExaminer MakeUseOf 5,6 6,7 +26% satisfaction !
  • 13. COOL, BUT… Culturally insensitive Low predictive validity Less accurate than a composite index of questions We are not really « understanding » the customer
  • 14. In truth… I DON’T CARE ABOUT THE SCORE !
  • 15. It’s an excuse to ENGAGE THE CUSTOMER INTO MORE SPECIFIC QUESTIONS
  • 16. This is why we came out with our first QUICK & DIRTY NPS-MVP SOLUTION
  • 17. Let’s take a deep dive into OUR NPS PROCESS
  • 18. Email sent to all users 1 day after free trial ended
  • 19. 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)
  • 20. 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
  • 21. Now, how do we use that FOR OUR CONVERSION PROBLEMATICS
  • 22. « 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
  • 23. RESULTS Cumulated number of upgrades for NPS respondents. Month 1 Month 2 Month 3 x2 x3 x3.5
  • 25. 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. »
  • 26. 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.
  • 27. Now brace yourselves for THE BIG RECAP
  • 28. 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
  • 29. Handled by handUpgraded NPS Survey 1 month after NPS AS A CHURN REDUCTION PROCESS
  • 30. Handled by handUpgraded NPS Survey 1 month after CHURN REDUCED BY HALF. BOOM. NPS AS A CHURN REDUCTION PROCESS
  • 31. Handled by handUpgraded NPS Survey 1 month after BUT WE STILL HAD SOME SERIOUS PAINS… Response time = 10 days
  • 32. We had some serious issues in scaling this HUMANS DON’T SCALE
  • 33. And guess what… WE MADE IT EVEN BETTER
  • 34. Retargeting E-mails NPS E-mails Click sends to hosted form on mention.com Store to Segment Sync w/ Customer.io Send 1 day after trial expiration Sends ID + Score Reads row Pushes NPS results
  • 36. But things could be smoother, we had to OPTIMIZE THE TUNNEL + BETTER IN-APP NPS UX
  • 37. And in a few days WE’LL MAKE IT EVEN MORE AWESOME
  • 38. Retargeting E-mails Click redirects to app w/ prefilled data Sends w/ data parameters Full Integration Full IntegrationFull Integration Full Integration
  • 40. In the end, there’s indeed a RECIPE FOR A SUCCESSFUL NPS PROCESS
  • 42. But remember, NPS process is also GOOD FOR YOUR PRODUCT
  • 43. REACHING OUT GETTING DATA CUSTOMER SUCCESS PRODUCT FEEDBACK MULTI-TASKING NPS
  • 44. In the end, data gives you the « what » NPS GIVES YOU THE « WHY »
  • 45. We are learning more ON OUR CUSTOMERS, INCREASING SALES, DECREASING CHURN, AND CREATING HAPPINESS.
  • 46. 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
  • 47. Thanks :) Q: Can I have the slides ?
 A: guillaumecabane@mention.com Q: Who are you? Guillaume: @guillaumecabane Gilles: @gillesbertaux
 
 Our Product: http://mention.com
 Our Blog: http://blog.mention.com