3. We’ll cover...1 The major downside of online businesses2 Two ways to overcome this gap3 Q&A 4. DO YOU KNOW YOURCustomer? 5. Brick and mortar has a BIG advantage... 6. So there’s this sushi place I go to regularly 7. They greet me by name every time 8. Sometimes I forget to order miso soup... 9. They recommend new rolls that I’d like 10. Here’s what they do every time: 1 Personalized greeting 2 Helpful reminders 3 Customized service 11. The Bottom Line They provide amazing service because they know who I am. 12. WHAT ABOUT ONLINEBusiness? 13. Where’s your customer? 14. We face a major gap 15. Customers get lost in our data 16. We know what’s happening... 17. But not who’s doing it. 18. This creates some problems... 19. Your product isn’t as useful as it could be. 20. Your marketing doesn’t resonate. 21. Customers get bored. 22. You’re not growing nearly as fast as you could. 23. BRIDGING THE Gap 24. Method #1 TALK TO YOUR Customers 25. Talking to customers doesn’t happen by accident 26. And email isn’t good enough 27. Start by interviewing 10 customers 10 28. Best practices for interviews 1 Focus on the problem 2 Don’t sell anything 3 Use ScheduleOnce for scheduling 4 Look for trends to act on 29. Repeat for new markets, features, and products 30. What if customers don’t respond? 31. If B2B, offer a free consultation 32. If B2C, offer a free lunch 33. What about usability tests? 34. What usability tests can’t tell you 1 Which features to focus on 2 Main objections of your target market 3 The copy that will resonate the most 35. Method #2 CONNECT YOUR DATA TO Customers 36. Get customer analytics 37. Every data point needs to be tied to an individual 38. You want to know: 1 Where that person originally came from 2 All the purchases they’ve made 3 How they use your site/app 4 The exact workflow 39. Let’s look at some examples 40. Marketers: Get the ROI of your traffic sources 41. Product Managers: Know what to improve 42. Sales Reps: Know what leads are interested in 43. Where can we find customer analytics? 44. VIP KISSmetrics Demo go.kissmetrics.com/webinar-14 45. When looking at customer analytics platforms... Make sure that the data gets tied to individuals for the long term.

1. The Two Ways to Fill the Customer Feedback Gap
that’s Crippling Your Online Business
Lars Lofgren
Marketing Analyst - February 2013 info@kissmetrics.com - Confidential - Do not distribute

2. @larslofgren #KISSwebinar

3. We’ll cover...
1 The major downside of online businesses
2 Two ways to overcome this gap
3 Q&A

4. DO YOU KNOW YOUR
Customer?

5. Brick and mortar has a BIG advantage...

6. So there’s this sushi place I go to regularly

7. They greet me by name every time

8. Sometimes I forget to order miso soup...

9. They recommend new rolls that I’d like

10. Here’s what they do every time:
1 Personalized greeting
2 Helpful reminders
3 Customized service

11. The Bottom Line
They provide amazing service
because they know who I am.

12. WHAT ABOUT ONLINE
Business?

13. Where’s your customer?

14. We face a major gap

15. Customers get lost in our data

16. We know what’s happening...

17. But not who’s doing it.

18. This creates some problems...

19. Your product isn’t as useful as it could be.

20. Your marketing doesn’t resonate.

21. Customers get bored.

22. You’re not growing nearly as fast as you could.

23. BRIDGING THE
Gap

24. Method #1
TALK TO YOUR
Customers

25. Talking to customers doesn’t happen by accident

26. And email isn’t good enough

27. Start by interviewing 10 customers
10

28. Best practices for interviews
1 Focus on the problem
2 Don’t sell anything
3 Use ScheduleOnce for scheduling
4 Look for trends to act on

29. Repeat for new markets, features, and products

30. What if customers don’t respond?

31. If B2B, offer a free consultation

32. If B2C, offer a free lunch

33. What about usability tests?

34. What usability tests can’t tell you
1 Which features to focus on
2 Main objections of your target market
3 The copy that will resonate the most

35. Method #2
CONNECT YOUR DATA TO
Customers

36. Get customer analytics

37. Every data point needs to be tied to an individual

38. You want to know:
1 Where that person originally came from
2 All the purchases they’ve made
3 How they use your site/app
4 The exact workflow

39. Let’s look at some examples

40. Marketers: Get the ROI of your traffic sources

41. Product Managers: Know what to improve

42. Sales Reps: Know what leads are interested in

43. Where can we find customer analytics?

44. VIP KISSmetrics Demo
go.kissmetrics.com/webinar-14

45. When looking at customer analytics platforms...
Make sure that the data gets tied to
individuals for the long term.

46. Q&A Time!
Lars Lofgren
llofgren@kissmetrics.com
@larslofgren
For more info on KISSmetrics contact
Rossi Khoung
rkhoung@kissmetrics.com
(415) 800-4156