5. 4
eDynamic, Friday, May 2, 2014
4
1
2
3
4
CUSTOMER JOURNEY
AFTER-SALE DEMAND GEN
AFTER-SALE ENGAGEMENT
SUPPORT
6. 5
eDynamic, Friday, May 2, 2014
6x-7x
ACQUIRING A NEW CUSTOMER
COSTS 6X-7X MORE THAN
RETAINING AN EXISTING ONE.
7. 6
eDynamic, Friday, May 2, 2014
They purchased
the product
They are realizing
the value of the
product
They are ready to
advocate the
product
They would invest
more deeply in to
the brand
After-salesDG: WhenDoesItStart?
9. 8
eDynamic, Friday, May 2, 2014
After-salesDG: UnderstandYourCustomer
ï§ Identify emerging needs
ï§ Look discussions on
social networks or your
own private community
to information where
your customer is
heading and what they
are wanting to buy next
WhatitDoes
ï§ Align customer needs
and interests with
upcoming releases of
modules and productsâ
keep them interested
ThingstoRemember
10. 9
eDynamic, Friday, May 2, 2014
After-salesDG: NurturingContinues
ï§ Nurturing continuesâ
you need to move them
through the acquisition
journey to an upsell or
cross-sell commitment
ï§ You leverage the same
tools you used initially
WhatitDoes
ï§ Different messagesâ
they are now
customersâthey now
your company better
ï§ They are still interested
in WIFM (Whatâs in it for
me)âit still is about
creating value
ï§ This is an ongoing
activity as your firm
releases new modules
and other products
ThingstoRemember
12. 11
eDynamic, Friday, May 2, 2014
11
1
2
3
4
CUSTOMER JOURNEY
AFTER-SALE DEMAND GEN
AFTER-SALE ENGAGEMENT
SUPPORT
13. 12
eDynamic, Friday, May 2, 2014
94%
eConsultancy, 2013
94% OF DIGITAL MARKETING
PROFESSIONALS SURVEYED AGREED
THAT PERSONALIZATION IS âCRITICAL
TO CURRENT AND FUTURE SUCCESS.
15. 14
eDynamic, Friday, May 2, 2014
Churncansignificantly
impactgrowthâitisonethe
largestfactorsinthesuccess
ofsubscriptionsoftware
SaaSChurn: HowtheNumbersImpact You
For Entrepreneurs, David Skok, May 2012
Expansionbookings
canoffsetchurnwith
upsellandcrosssell
16. 15
eDynamic, Friday, May 2, 2014
After-salesEngagement: PersonalWeb
ï§ Align the experience
with the customer
expectations
ï§ Understand the ânext
best actionâ for the
customer based on
analytics
WhatitDoes
ï§ New tools are
emergingâLattice-
Engines, Insightera and
others that are looking
at personalization
holistically
ThingstoRemember
Newpersonalization
platformsoffera
cross-channel
approach
Bigdataprovidesthe
backingforâpredictiveâ
capabilities
Dataisconsumed
frommanysystems
andservices
17. 16
eDynamic, Friday, May 2, 2014
After-salesEngagement: PersonalEmail
ï§ Align with the customer
interestsâuse that as
opportunity to upsell or
cross-sell
ï§ Customer communities
can identify what is âhotâ
and where you spend
your time selling
ï§ Website engagement
can provide insight into
the customer needs
WhatitDoes
ï§ Ease into
personalization, start
with the simple things
ï§ Move to anticipating
what the customer
needs and wants
ThingstoRemember
Driveoffersthat
addvalueand
addressneeds
Startwiththe
simplestuff,
movetodeeper
personalization
18. 17
eDynamic, Friday, May 2, 2014
After-salesEngagement: SocialEngagement
ï§ Gets your messaging
where your customers
spend there time
ï§ Drives people to back to
your websiteâthe
resource center or
customer portal
WhatitDoes
ï§ Look at analytics data
to understand where
your social network
audiences areâ
HootSuite, SproutSocial
and others
ThingstoRemember
WhetherFacebook,LinkedIn
orothers,alignwithyour
customerspreferences
19. 18
eDynamic, Friday, May 2, 2014
After-salesEngagement: Communities
Startwith
search
Thecommunity
willconfirmyour
products
Registrationhas
itsprivileges
Providea
gatewaytoother
resources
ï§ Enables your customers
to âsellâ for you
ï§ Builds confidence in
your products
ï§ Follow the discussionsâ
understand what is
important to prospects
WhatitDoes
ï§ If you have customers,
you have a community
ï§ Communities need a
strategy and leadership
ï§ A community can drive
registration and deeper
engagement with your
brand
ï§ Incent and cultivate
championsâit is a lower
cost of sale for you
ThingstoRemember
Showrealpeople
aspartofyour
community
21. 20
eDynamic, Friday, May 2, 2014
20
1
2
3
4
CUSTOMER JOURNEY
AFTER-SALE DEMAND GEN
AFTER-SALE ENGAGEMENT
SUPPORT
22. 21
eDynamic, Friday, May 2, 2014
10x
LOYAL CUSTOMERS ARE WORTH 10
TIMES AS MUCH AS THEIR FIRST
PURCHASE (FOR SAAS VENDORS THIS
IS DEFINITELY HIGHER)
23. 22
eDynamic, Friday, May 2, 2014
PresalesEngagement: SupportCenter
Startwith
search
Arealperson
isaclickaway
Showoffyour
support
capabilities Showyourofferings,
letthemseewhat
customersget
Makeitobvious
forpeopletofind
whattheyneed
ï§ This provides insight
into the after sales
experience
ï§ Self-service interaction,
no need to call or wait
ï§ Opportunity to
personalize the
experience
WhatitDoes
ï§ Search can make or
break the experience
ï§ Most people will be
searching for support
around a product
ï§ Make it easy for them
reach out to a person
ThingstoRemember