Customer experience has become increasingly important for businesses as customers now have more power and influence than ever before. With the rise of social media and online reviews, it only takes one poor customer experience for negative feedback to spread virally. As a result, startups need to prioritize customer experience from the beginning in order to build loyalty and reduce churn. Collecting ongoing customer feedback through surveys can help companies understand customer pain points, improve processes, and measure metrics like NPS, CSAT and CES over time.

1. DON’T IMPROVE
CUSTOMERS’ LIVES.
CHANGE THEM

2. 3 quick question
1. Where did you have your first McDonald’s
Burger in Pakistan ?
1. When ?
1. What do you remember about from that
experience ?

3. Agenda
1. Business Evolution - The Age of Customer
2. What is Customer Experience
3. Why is Customer Experience Important In These Times ( will decide to use this or not as
this point is well covered in The AoC)
4. How Businesses use Cx Data
5. Why Cx matters for startups on day 1
6. How to get started delivering great customer experiences
Why is Customer Experience
Important In These Times ( will decide
to use this or not as this point is well
covered in The AoC)

4. Nowadays, brands can be "canceled" almost
instantly after posting a rogue tweet
it only takes one poor customer experience
for things to snowball into a viral incident
Why?

5. Because customers are more
connected than ever before

6. How Did We Get
to the Age of the
Customer?

7. 1900
Age of
manufacturing
Mass
manufacturing
makes industrial
powerhouse
successful
Massive Ops/ Manufacturing
Only available in a specific territory
In Store Purchase or mail delivered catalog
Companies Dictated Buying Process
Company Chose what Info to Share
No mass distribution therefore High Quality
Product
Personal Interaction in limited geography
ensured Customers satisfaction so that they
return

8. 1960
Age of
distribution
Global
connections and
transportation
systems make
distribution key
Modern transportation product distribution all
over the world. Local Geographic companies
had Global Footprint
Customer Satisfaction took back seat Revenue ,
Global Market Share went in front
Companies 1 way communication said anything
without backing up
No social media / internet to share information
so businesses rarely held accountable for poor
CX

9. Businesses once
dominated the narrative
and dictated what
customers heard and saw
from the brand.
Consumers couldn't reach
out in real-time and had
to rely on marketing
campaigns to get their
information about a
company.
1960
The Real Tipping Point

10. 1990
Age of
information
Connected PCs
and supply chains
mean those that
control
information flow
dominate
Internet Access to consumers they discover
content not created by business
3rd party reviews / community forums gave
customers voice to thor opinions about product
and company
Customer share information with each but its
not real nor organized to impact any business
Very Few Companies just analyze feedback
Majority Companies using internet as a
marketing tool to acquire new customers

11. 2010
Age of the
customer
Empowered
buyers demand a
new level of
customer
obsession
Social Media popularity created a new world .
Consumers across the world could talk about
their experience of brands
Brand’s marketing message on it’s social page
replied in real time
posting their own content visible to the world
Customers with bad experience not only tell
businesses but their friends
Who reply , retweet till it reaches thousands
For the first time it puts brands in a tricky spot
where they are not
dealing with one customer’s opinion , but
potentially thousands .

12. 1900
Age of
manufacturing
Mass
manufacturing
makes industrial
powerhouse
successful
1960
Age of
distribution
Global
connections and
transportation
systems make
distribution key
1990
Age of
information
Connected PCs
and supply chains
mean those that
control
information flow
dominate
2010
Age of the
customer
Empowered
buyers demand a
new level of
customer
obsession Beyond

14. Create few questions based on list few slides to wake
everyone up
And give chocolates who answer correctly
Also ask a questions about oldest known customer ?

15. ● Jericho a city in Palestine 10,000
years ago had earliest City
Customers.
● The oldest recorded customer
complaint is about 4,000 years
old.
● It was written to a merchant
named EA Nasir by his customer
named Nanni on the account that
the copper that he was sold
turned out to be substandard.
The Oldest Known Customer

16. What is
Customer
Experience?

18. Gaining prominence in the 1970s,
One pioneer and early adopter of customer experience were Rogers
Research, a consultancy in US.
Early CX was mainly observational on customer reactions through
phone and paper surveys

19. Who Is A
Customer ?

21. WHY EVERY STARTUP
SHOULD INVEST IN
CUSTOMER EXPERIENCE

22. Why Customer Experience?
1. Customer Experience is a Differentiator
2. Customer Experience Can Reduce CAC’s (Customer Acquisition
Costs)
3. Customer Experience Offers Free Marketing
4. Building Brand Loyalty
5. Excellent Customer Retention

23. The
Business
Value of
Great CX
94%
Of business executives say listening to customers is
Increasingly important to their bottom line
300%
Recurring revenue increase over three years for
delivering great CX

24. Startups
should be
leveraging CX
to accelerate
growth

25. Venture capital Fundraising has reached phenomenal heights in the last few
years
In the last quarter of 2021 venture funds poured $75 Billion in US Startups
Fintechs and Poptechs are seeing funding activities soar to new heights, and they are
investing these funds to built up Marketing , sales and accounting as these are the critical
functions.
The question is, are there any other functions on which to use funds to scale up businesses
quickly?
The differentiator, or the X factor, is Customer Experience
The customers are shopping more, and through newer ways via online channels amid and
post pandemic.
Adding Customer Experience Early on Pays in the Long Run

26. Startups have one thing on their mind- Growth!
With less physical contact, brands are relying more on websites, Customer Agents,
virtual chats and social media to communicate with their customers.
They ramp up marketing and promotional activities to generate new customers, but
what’s the best way to retain the ones they already have.
It ultimately depends on the satisfaction that your product or service delivers, so you
adapt how you serve them along the way.
Customer experience is the key

27. Let’s suppose your customer didn’t have a good experience with your product or
service. Their problem was not addressed to their satisfaction due to a lack of
customer experience insights.
What happens? The customer leaves to go somewhere his complaints are
heard.
Conscientious brands are capturing information on what causes satisfaction and
dissatisfaction among their customers, and bringing it back to their marketing and
product teams.
Failing to do this results in a revolving door of customers and increased
marketing spend to reel new customers in.
It minimizes
Churn

28. Eero is in the Forbes list of top 10 Customer Centric Startups
● Eero, which offers a wifi system via mesh networking put CX at the core of
their business
● The company established a CX team early on when most startups are only
focused on technology and engineering
● Eero’s belief is making it as easy as possible for customers to use its product –
from setup to use and service
● They guide their customers where the best location to place the device is,
enabling customers to share passwords and manage screen time, and auto-
updating with little effort needed by the customer
Customer Centric Startups Go Above and Beyond to Wow Their Customers!

29. ● Zappos; the online shoe and clothing retailer was launched in 1999 and is
now part of Amazon
● Putting customers first was at the core of what the brand offered
● If Zappos was out of stock of a product, its site would direct visitors to a
competitor website
● Repeat customers received surprise shipping upgrades. Orders placed
before midnight arrive on doorsteps the next morning. How is that for
delighting customers
● And if a customer had a problem, they could reach a customer service
agent 24/7 and in a manner that works for them, on their favorite channel
Customer Centric Startups Lead the Way in CX

30. ● There is no single strategy to deliver great CX, but the right tools, expertise,
and technologies are essential.
● Best practices include platforms that can support growth, multi-channel
approaches such as live chat or texting that are most useful to your
customers and optimize interactions with them, and processes that enable
you to focus on key areas of the business while outsourcing others to
specialists.
● Startups that are customer-centric will be better positioned to create
positive experiences for consumers.
How to scale CX growth

31. It’s never too early to have a customer
advocate.
Customer Experience Begins At Home

32. ● Sentimeter sent a qualifying survey to ascertain whether feedback
was being taken or not
● These were the results.
Sentimeter CX Survey Insights

33. Here’s a way to make that happen
The team can start work on finding
answers to simple questions like:
⮚ What are people asking us about?
⮚ When and how are they contacting us?
⮚ How happy or unhappy do they appear
to be?

34. We need to show our early
users we are listening and
to demonstrate that to the
rest of the team .

35. GOAL
The goal should be, that the engineering, product and
marketing colleagues turn to the CX person to ask
What’s the pulse
now?
What’s going on in the field?

36. Founders to have answers to theses 5 Questions
coming from CX
1. How should people first experience our
product/service?
2. How will they buy it?
3. How will they unbox the product or be
onboarded to it?
4. How will they receive support ?
5. What are the series of touchpoints they’ll
receive along the way?
Establishing a feedback
loop between existing
users and the company.

37. “And one of the things I’ve
always found is that—
you’ve got to start with
the customer
experience and work
backwards to the
technology. You can’t
start with the technology
and try to figure out where
you’re going to try to sell
it. And I’ve made this
mistake probably more
than anybody else in this
room. “
Steve Jobs

38. A few months after the initial release of the product and
service. There are many questions that need to be answered
⮚ What will keep our target
audience returning ?
⮚ When will visitors become
members and why?
⮚ What kind of features does the
target audience want or need?
⮚ Overall, how useful does the
target audience find the site and
why?

39. The Give and Take between CX and the Rest of the
Organization
⮚ A change in a checkout flow
⮚ A tweak to shipping emails
⮚ An update to marketing language
Every decision has an impact on
customers experience.

40. Here’s 1 way to marry CX to other disciplines in the
organization
1. A rolling release process between CX and
Product and Engineering.
2. Develop a culture where CX works hand-in-
hand with Product and Engineering to
closely monitor early customer responses
to new releases and features.
3. We will be successful when Product or
Engineering would ask themselves — and
the other team: ‘When I make this tweak
how might it impact the customer? Could it
cause confusion at first?’”

41. A ‘field report’ meeting
Sentimeter has full-time data analysts on their CX team who helps the company
monitor customer trends, make sense of the data available, and focus team
attention on the Right Priorities.
‘‘Based on our testing period, we need to be
prepared for X, Y and Z prior to broader release.”
That is the kind of input coming from Cx Data
Every two weeks, Team / person handling CX leads a meeting with the company’s senior
leaders as well as the Heads of Product, Engineering, Marketing and Sales to relay and
address major customer concerns and requests.

42. Typing it all together
1.The moment people buy a product, use a service , they’ve initiated a relationship with
your company and may seek answers for questions they haven’t yet asked. There may
not be an immediate request for support, but that’s where the customer experience
begins.
2.That is the critical bridge that must be formed early on, so focus on the customer
experience before you have customers.
3.Track, traditional CX metrics CES , CSAT , NPS. How did the customer feel while you
resolve customer issues is Equally Important to Track.
4.CX wins when the company integrates it into product development because it’s the
source of truth for the customer.
Success is measured in happy customers, not
product releases.

43. CUSTOMER
JOURNEY

44. ⮚ Gather feedback from new customers during onboarding, using CES survey
⮚ Measure satisfaction with parts of your service, using CSAT survey
⮚ Gauge your overall customer experience, using NPS survey
⮚ Learn what is unique about your service and judge if you’re ready to scale, using the
Product-Market Fit survey

45. How Works ?
Ask for feedback
Using NPS, CSAT or CES,
Gouge your customers
satisfaction or your product
improvement needs
Follow up with your
customers
Tell your customers that you
appreciate their feedback
Categorize Your Responses
Sort out customer feedback into
specific categories
Display Your Data
Each of your team must gain
access to the information
that can help them improve
STAGE 1

46. How Works ?
STAGE 2
Ask customers
about their
experience
Create customer
segments based on
their responses
Trigger different
actions to different
segments

47. Sentimeter helps you understand how your customers see your product/ service. Sentimeter automatically collects customer
feedback using Net Promoter Score (NPS), Customer Satisfaction (CSAT or CES) or Product-market fit or Churn surveys on ongoing
basis.
What is Sentimeter?
You instantly get:
⮚ Big picture - your product or service overview
⮚ Detailed breakdown of ratings, including valuable insights in comments and enriched user informations
⮚ Actionable learnings for your Customer Success, Marketing, Product and Development team
If you have a website or a web-based product, on desktop and/or mobile or a product / service running you can use Sentimeter to:
What can I do with Sentimeter?
⮚ Automatically overall collect Customer Feedback and track your NPS, CES , CSAT or Churn number
⮚ Identify pains of your customers and help resolve them
⮚ Capture ideas and collect feedback on onboarding process, selected product, new feature, .. you name it!
⮚ Leverage Data for Marketing to run personalized high conversion campaigns

48. How does Sentimeter work?
Sentimeter works like this:
⮚ We provide you the integration link only which you have to incorporate in your system/app
which allows you full control of asking/popping up your survey in your app to logged-in
users on specific times or specific events.
o For example:
⮚ Someone completes order placing process, and you want to ask him/her Order Placing
Process experience
⮚ After every feature deployment, you want to ask the user for App Feature Experience
⮚ etc.
⮚ On those specific event-triggers; your system/app will show the survey to the user in your
system in a full-sized webview.
⮚ Once the user submits the survey that will be displayed on your dashboard with customer
details with multiple analysis i.e. NPS, Transactional, Actionable Insights, etc. where your
management can take any required action against the submitted feedback i.e. recover the
customer.
⮚ It’s totally automated.

49. Who uses Sentimeter?
⮚ CEO/ Management
⮚ Customer Success and Support teams
⮚ Marketing teams
⮚ Product teams looking for product feedback and insights into how users engage with their product
Sentimeter is designed as a strong analytical tool that once is installed, you don't have to think about it anymore. Instant
Alerts , Live Dashboards . Also Email weekly digest with all interesting insight and learnings will be in your inbox every
Monday morning.
What can I do with Sentimeter?
⮚ Easy to install
⮚ Simple to use
⮚ Fair pricing
⮚ Design Customization
⮚ Actionable Insights

50. FREE TRAIL
No commitment Needed !!
FREE TRAIL
Try Right Now !!
Or if you'd like to know more, email to xyz @ sentimeter.io

51. HELP US HELP
YOU DELIGHT
YOUR
CUSTOMERS

52. Annexure

53. What is a PMF Survey
⮚ PMF survey asks how disappointed would your users be if you stopped existing.
⮚ The score is a percentage of all responses that picked “very disappointed” from the total amount of
responses. If you have more than 40%, you reached a Product Market Fit and it will be easier for you
to gain traction.
⮚ You would use it at milestone moments of your service/product, to gauge whether you should focus
primarily on finding your Product Market Fit or on growing.
How would you feel if you could no longer use our service?
Very disappointed
I do not use this service anymore
Somewhat disappointed
Not disappointed
Have you recommended our service to anyone?
Already recommended
Would recommended
Would not recommended

55. What is a churn survey?
Churn surveys extract feedback from your customers
and users canceling or depreciating service with your
business, giving an excellent chance to further discover
areas that might easily help one improve more to
prevent more “churn”. They are also called as
retention surveys, and cancellation surveys.

56. ⮚ Have an empathetic opening / welcome message.
Sorry to see you go :-(
Please help us understand what didn’t work for you so that we can
improve BlockSurvey for others.
This short survey shouldn’t take longer than 30 seconds.
I’ll help!

57. ⮚ Why have you decided to cancel your subscription?
• I don’t need at the moment. I will be back!
• It doesn’t meet my needs - missing features
• I didn’t find it easy to use
• It was expensive
• I found an alternative
• I no longer need it
• To many technical issues(bugs, glitches)
⮚ How likely are you to return?
• A opinion scale with a rating from 1 to 10.

58. Objections to CX

59. The Reality
Customer Experience Done Well Saves Our
Teams Time. With right listening posts at
customer journey points , automations to
analyse and react. Instead of fire fighting ,
proactive systems are in place. Saving valuable
time and resources. Sentimeter has achieved
proven results for its clients.
The Objection
Our Teams are Already Too Busy for CX

60. Improving Existing Products
Cx data is full of great ideas that can help you improve
the products you’re already selling.
For example, let’s say you notice one of your products
— a pair of shorts — has an average star rating of 3.8.
Not bad…but it could be better. You take a closer look
at the data and notice that the word “broken” is
included in reviews on a regular basis. So you dig
further and determine that customers love the shorts,
but they often run into problems with the zipper.
You can then take that information back to your
manufacturing to improve the zipper and track how the
average star rating for that product increases over time.

61. Developing More Effective Marketing
The Cx data can be developed for your
marketing to develop more effective,
relevant marketing initiatives.
For example, let’s say a shopper writes a
positive review about one product. You
can send them a marketing email that
highlights other products they might also
like, based on review data.

62. Identify new audiences and use cases
for your products.
For example, a skincare company might
primarily target women over the age of
40. But several of their reviews are
written by women in their late teens and
early adults. Those insights can then be
shared with the marketing team so they
can develop campaigns that speak to
those audiences and use cases that were
previously unknown.

63. Re-engage Shoppers
Having Feedback data is great
opportunity to engage with your
shoppers. Go back to reviews that
mention the faulty zipper, thank the
reviewer for their feedback, and let
them know what you’ve done to address
the issue. Shoppers will see that you truly
care about their feedback, and that will
boost loyalty.
Finally, be sure to add language to the
product page, letting future shoppers
know you’ve resolved the issues with the
zipper. Then, they know to disregard
negative reviews about the zipper.

64. Developing New Products
Customer feedback can also help you
identify when there’s a need for a new
product.
For example, let’s say you sell a face lotion.
Multiple reviewers mention they wish you
offered an unscented lotion for those with
sensitive skin. Your customer care reps
have gotten the same feedback on
countless calls and live chats with shoppers.
So, based on this data, your R&D team
develops a new product that meets the
needs of those with sensitive skin.

65. Refining Product and Brand Messaging
Cx Data is a great way to understand what
shoppers love about your products and your
brand in general. And those insights can help
you improve your messaging.
For example, several positive feedback for an
eye cream might rave about the smooth
texture of the product. Currently, this isn’t a
feature that’s mentioned on the product
page. At a minimum, you’ll want to add a
bullet point to the product page that
specifically speaks to the texture. You might
even want to include a close up photo of the
product to help shoppers better understand
the texture.

66. Negative feedback can help improve
messaging, too.
For example, several negative feedback for
a bed frame might mention the reviewer
didn’t receive the bed base. As it turns out,
the bed base isn’t included with the
product — but it might not be clear to
shoppers. The brand can use this feedback
to clarify what’s included. That way,
shoppers will have clear expectations, and
they won’t be disappointed when they
receive the product in the mail.