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
Identify emerging needs
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
Align customer needs
and interests with
upcoming releases of
modules and products—
keep them interested
ThingstoRemember
10. 9
eDynamic, Friday, May 2, 2014
After-salesDG: NurturingContinues
Nurturing continues—
you need to move them
through the acquisition
journey to an upsell or
cross-sell commitment
You leverage the same
tools you used initially
WhatitDoes
Different messages—
they are now
customers—they now
your company better
They are still interested
in WIFM (What’s in it for
me)—it still is about
creating value
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 “CRITICAL
TO CURRENT AND FUTURE SUCCESS.
15. 14
eDynamic, Friday, May 2, 2014
Churncansignificantly
impactgrowth—itisonethe
largestfactorsinthesuccess
ofsubscriptionsoftware
SaaSChurn: HowtheNumbersImpact You
For Entrepreneurs, David Skok, May 2012
Expansionbookings
canoffsetchurnwith
upsellandcrosssell
16. 15
eDynamic, Friday, May 2, 2014
After-salesEngagement: PersonalWeb
Align the experience
with the customer
expectations
Understand the ‘next
best action’ for the
customer based on
analytics
WhatitDoes
New tools are
emerging—Lattice-
Engines, Insightera and
others that are looking
at personalization
holistically
ThingstoRemember
Newpersonalization
platformsoffera
cross-channel
approach
Bigdataprovidesthe
backingfor‘predictive’
capabilities
Dataisconsumed
frommanysystems
andservices
17. 16
eDynamic, Friday, May 2, 2014
After-salesEngagement: PersonalEmail
Align with the customer
interests—use that as
opportunity to upsell or
cross-sell
Customer communities
can identify what is ‘hot’
and where you spend
your time selling
Website engagement
can provide insight into
the customer needs
WhatitDoes
Ease into
personalization, start
with the simple things
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
Gets your messaging
where your customers
spend there time
Drives people to back to
your website—the
resource center or
customer portal
WhatitDoes
Look at analytics data
to understand where
your social network
audiences are—
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
Enables your customers
to ‘sell’ for you
Builds confidence in
your products
Follow the discussions—
understand what is
important to prospects
WhatitDoes
If you have customers,
you have a community
Communities need a
strategy and leadership
A community can drive
registration and deeper
engagement with your
brand
Incent and cultivate
champions—it 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
This provides insight
into the after sales
experience
Self-service interaction,
no need to call or wait
Opportunity to
personalize the
experience
WhatitDoes
Search can make or
break the experience
Most people will be
searching for support
around a product
Make it easy for them
reach out to a person
ThingstoRemember