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How can you leverage data to improve your customer success?

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Learn about:
- Marketing Automation
- Growth Marketing
- Customer Success (Intercom)
- Retention

Veröffentlicht in: Marketing
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How can you leverage data to improve your customer success?

  1. 1. SORTLIST // Digital First How Can You Leverage Data To Improve Your Customer Success - Process and tools -
  2. 2. SORTLIST // Digital First About me and Sortlist Here I am! Head of BizDev @Sortlist (3+years) Skills: Digital Marketing Marketing Automation Sales ...Customer Success
  3. 3. SORTLIST // Digital First “The Meetic of the Marketing World” 1500+ Worldwide 75% of sme’s 25% of bigger companies: COMPANIES 1198PAYING AGENCIES 600+ Belgium COMPANIES 852PAYING AGENCIES 300+ COMPANIES 219PAYING AGENCIES 75% of sme’s 25% of bigger companies: 75% of sme’s 25% of bigger companies: France
  4. 4. Our Agenda Today 1. What is Customer Success (CS) and what are the gold metrics? 2. How do we transform our users in power users at Sortlist. 1. Data Insights + High Impact Area 2. Ideation/Implementation 3. Results 3. Conclusion
  5. 5. 👉 1. What is Customer Success (CS)? SORTLIST // Digital First
  6. 6. SORTLIST // Digital First How to make users become Power Users This isn’t what your business sells This is
  7. 7. SORTLIST // Digital First 5 Gold metrics for Customer Success 1. Customer Lifetime Value (LTV) 2. Customer Acquisition Cost (CAC) 3. Net Promoter Score (NPS) 4. Average Revenue Per Account (ARPA) + Expansion (cross-sell, up-sell,...) 5. Churn
  8. 8. SORTLIST // Digital First 5 Gold metrics for Customer Success 1. Customer Lifetime Value (LTV) 2. Customer Acquisition Cost (CAC) 3. Net Promoter Score (NPS) 4. Average Revenue Per Account (ARPA) + Expansion (cross-sell, up-sell,...) 5. Churn
  9. 9. 👉 2. How do we transform our users in power users? SORTLIST // Digital First
  10. 10. SORTLIST // Digital First
  11. 11. SORTLIST // Digital First We were a small team and we had limited resources. We needed to be focused and to have an impact on our customer. To maximize this impact, we gathered insights on our product by looking at our metrics.
  12. 12. SORTLIST // Digital First Insights: Gather data on our funnel Our High Impact Area is where our funnel is leaking the most... GENERATE QUALIFY CONNECT Briefing Redaction Supply Selection Quality Verification Selling Traffic Generation Traffic Conversion
  13. 13. SORTLIST // Digital First Insights #1: Drop on our purchase funnel Our High Impact Area is where our funnel is leaking the most... GENERATE QUALIFY CONNECT Briefing Redaction Supply Selection Quality Verification Selling Traffic Generation Traffic Conversion 10% Conversion Only!!
  14. 14. SORTLIST // Digital First Insights #2: User are confused with the Briefing Page How can I purchase? How much does it cost? Am I sure to meet the client? What is Sortlist…? I don’t understand the briefing...
  15. 15. SORTLIST // Digital First Insights #3: Users dropped after 1st (bad) experience !!!
  16. 16. SORTLIST // Digital First Roadmap ● Focus Area: Revenue ● Success Metrics: (Brief Seen > purchase) conversion rate . ● Timing: 6 months to x2 the conversion (to go from 10% to 20%)
  17. 17. 👉 2. Brainstorm ideas + Implementation
  18. 18. SORTLIST // Digital First Ideation At the end of the day we came up with dozens of ideas. We decided to work on the 3 that had high impact and low effort to implement
  19. 19. SORTLIST // Digital First Ideation 1. Visitor In-app message (hypothesis: ↗10% the Brief Seen > purchase conversion) 2. Retargeting e-mail (hypothesis: 15% ↗ the Brief Seen > purchase conversion) 3. Retention message (hypotesis: ↗ retention rate after first purchase)
  20. 20. SORTLIST // Digital First Implementation 1: Visitor In-app message to ↗conversion We first checked on how much time visitors/users spent on the briefing page: 60 seconds in average. We set a trigger after 55sec… The result? 22% of people purchased on Sortlist after talking with the CS team... From 6-12% reply rate to live-chat with a CS.
  21. 21. SORTLIST // Digital First Implementation 2: Retargeting E-mail Entry rules: - Have seen brief > 5 In the last 7 days 24% of people purchased on Sortlist after retargeting
  22. 22. SORTLIST // Digital First Implementation 3: Retention Message based on NPS
  23. 23. SORTLIST // Digital First “Something went wrong?” if NPS <= 6 73% of users, purchased again on Sortlist after this re-engagement message
  24. 24. SORTLIST // Digital First Retention went up !!!
  25. 25. SORTLIST // Digital First Summary: Impact / Results 1. Activation: +22% of purchase thanks to in-app message (after chat with CS) 2. Activation: +24% of purchase thanks to retargeting e-mail 3. Retention: 74% of low NPS score re-purchase (after chat with CS) + High NPS score received a promo activation pack that ↗ purchase.
  26. 26. SORTLIST // Digital First Bingo! Mission Complete!!! +10% conversion In 6 months.
  27. 27. SORTLIST // Digital First To summarize our process... 0.Start with goals “We want to increase Revenue by 2x in 6 months.” 1. Data Insights “We see a drop (90%) in the purchase funnel “ 2.Brainstorm Ideas “What if I add an Intercom in-app message, to reduce this drop by 10% at step 1 of our funnel “ 3.Results “Experiment worked, we Increased by 10% the conversion on whole funnel“
  28. 28. SORTLIST // Digital First Our Tools Customer Success and Marketing Automation Data Insights NPS Score
  29. 29. SORTLIST // Digital First LESS of THIS... ...MORE of THAT
  30. 30. SORTLIST // Digital First Conclusion “In God we trust. All others must bring data.” Napoleon
  31. 31. Questions? Contact me at: andrea@sortlist.com

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