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Embracing Humility: Five Ways You're Failing Your Customers - Tara Robertson at SaaSFest 2016

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H U M I L T Y
E 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 ...

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And a whole lot more...
TARA ROBERTSON
GROWTH & 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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Embracing Humility: Five Ways You're Failing Your Customers - Tara Robertson at SaaSFest 2016

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When building a growing business, you can easily forget about the most important piece - your customer, especially with different tactics you may be using to grow. Tara Robertson in her presentation at Price Intelligently's SaaSFest 2016 walks us through powerful ways to embrace humility when building your growth machine to properly help your customers and thereby grow your business.

When building a growing business, you can easily forget about the most important piece - your customer, especially with different tactics you may be using to grow. Tara Robertson in her presentation at Price Intelligently's SaaSFest 2016 walks us through powerful ways to embrace humility when building your growth machine to properly help your customers and thereby grow your business.

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Embracing Humility: Five Ways You're Failing Your Customers - Tara Robertson at SaaSFest 2016

  1. 1. 1 H U M I L T Y E 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
  2. 2. 2 And a whole lot more... TARA ROBERTSON GROWTH & INBOUND CONSULTANT
  3. 3. 3 “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
  4. 4. 4 E V E R Y O N E S T A N D U P
  5. 5. 5 WHY DID WE DO THAT?
  6. 6. 6 2 REASONS FOR CHURN The customer did not reach their perceived value Environmental
  7. 7. 7 “Don’t find customers for your products. Find products for your customers.” - S e t h G o d i n
  8. 8. 8 TRULY KNOWING YOUR CUSTOMERS
 “you only know what you know.” FAILURE 1
  9. 9. 9 Do you know the pulse of your current customers?
  10. 10. 10 QUALITATIVE ANALYSIS S 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
  11. 11. 11 HEALTHY COHORT W 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 ] ?
  12. 12. 12 UNHEALTHY COHORT W 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 ?
  13. 13. 13 CHURNED COHORT W 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 ?
  14. 14. 14 QUALITATIVE ANALYSIS S 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
  15. 15. 15 QUANTITATIVE ANALYSIS S 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
  16. 16. 16
  17. 17. 17 FIND FINITE DETAILS S 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 ?
  18. 18. 18 DATA NIRVANA H 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
  19. 19. 19 TOO MUCH ONBOARDING FAILURE 2
  20. 20. 20
  21. 21. 21 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
  22. 22. 22 THE RULE OF ONE ONE READER ONE OFFER ONE BIG IDEA ONE PROMISE
  23. 23. 23 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
  24. 24. 24 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
  25. 25. 25 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
  26. 26. 26 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
  27. 27. 27 HOW TO IMPLEMENT THE RULE OF ONE M 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
  28. 28. 28 NOT ENOUGH RETENTION OPTIMIZATION FAILURE 3
  29. 29. 29 Awareness Consideration Intent Purchase TRADITIONAL MARKETING FUNNEL
  30. 30. 30 Awareness Conversion Rate Optimization
  31. 31. 31 Reverse the Funnel
  32. 32. 32 Purchase Awareness Consideration Support Loyalty Intent Advocacy Churn ONLY 5 - 30% from the initial sale 70 - 95% revenues come from upsells
  33. 33. 33 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 Optimization T 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
  34. 34. 34 NEXT STEPS FOR RETENTION OPTIMIZATION R 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 !
  35. 35. 35 CUSTOMER EXPERIENCE FAILURE 4
  36. 36. 36 “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
  37. 37. 37 BEHIND A BAD CUSTOMER EXPERIENCE T H E N U M B E R S 9 9 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
  38. 38. 38 Develop A Customer Credo
  39. 39. 39 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
  40. 40. 40 GET A CUSTOMER PULSE C 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 . Tr 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
  41. 41. 41 CUSTOMER FEEDBACK FAILURE 5
  42. 42. #INBOUND16@BobRuffolo @taraerobertson
  43. 43. 43 6 PILLARS OF FEEDBACK I 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
  44. 44. 44
  45. 45. 45 bit.ly/user-requests CUSTOMER FEEDBACK BOARD
  46. 46. 46 CUSTOMER FEEDBACK NEXT STEPS D 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 . Tr 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
  47. 47. 47 CONCULSION WRAP 
 UP
  48. 48. 48 BECOMING A HUMBLE CUSTOMER DRIVEN BUSINESS 5 S T E P S T O
  49. 49. 49 HUMILITY E 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 FIVE Ask for feedback on an ongoing basis. Embrace the 6 pillars and take the time to fix ongoing issues that are tracked.
  50. 50. 50 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

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