1) The document discusses how to use Net Promoter Score (NPS) surveys to gain customer satisfaction data and reduce churn by 50% within Kissmetrics. It provides steps to set up a simple email survey, record the data in Kissmetrics, and analyze the results.
2) It recommends capturing more data by sending survey respondents to a follow-up form to provide a reason for their score. This additional data can be analyzed to gain insights into reasons for churn.
3) The document outlines actions companies can take based on NPS data like offering discounts to low-scoring customers, extending trials of promoters, and reaching out to paying customers for feedback to reduce churn further. Taking action on NPS data can
3. THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Head of Growth Marketing @Mention | Ex-Apple |
Startup Mentor at @numaparis.
Doing Internet stuff since 97', still not billionaire but
working on it! #Pastafarian
GUILLAUME CABANE
Head of Growth Marketing, Mention
@guillaumecabane
Thue is the Kissmetrics Webinar Wizard and
Marketing Ops Manager. Before joining forces with
Kissmetrics, he was a Lyft driver in SF, which is also
how he ended up as a KISSmetrics marketer.
Whenever Thue is not trying to automate everything
around him, you can find him hiking in the Sierras.
6. 1 Get satisfaction data in Kissmetrics under 5 minutes
Use a dedicated NPS survey tool
Create follow-up questions
Analyze results
2 Capture more data
3 Action! Increase sales, reduce churn and create happiness
TABLE OF CONTENTS
Build a simple email survey
Use Kissmetric’s URL API
Analyze results
Use Segment.com to get your NPS data to Kissmetrics and an email tool
Send follow-up email
Analyze results
12. NPS: NET PROMOTER SCORE
How likely is it that you would recommend
our service to a friend or colleague?
13. IT STARTS WITH A SIMPLE EMAIL
Trial Expired NPS Survey
1 day after
14. SEND AN EMAIL AT THE END OF YOUR TRIAL PERIOD
Each image has a unique
trackable link
On click, send to your
website and record the
value in your analytics
Done !
Email template available at https://www.sendwithus.com/resources/templates
15. RECORD THE DATA TO KISSMETRICS
https://yourwebsite.com/thankyou?kmi={{email}}
&kme=Answered+NPS+Survey&km_NPS
Score=10&km_NPS type=free
Sends visitor to your website, records the
« Answered NPS Survey » event with score
value and plan
10
16. User ID
Event name
Score value
User segmentation
kmi={{email}}
kme=Answered NPS Survey
km_NPS Score=10
km_NPS type=free
SEND AN EMAIL AT THE END OF YOUR TRIAL PERIOD
20. SEND USERS TO A FORM
Send survey respondents to a form where they can give a reason for their score.
21. Engagement is better while inside your app, so when
possible display the survey in-app first, and default to
the email in backup
USE A DEDICATED NPS APP
26. The key is to get that data back into Kissmetrics AND other tools,
which is possible with all NPS solutions offering webhooks … or a
Segment.com integration
27. MAKE USE OF THAT DATA
Reminder E-mails
Display survey in-app for 5 days
Send survey dataGet customer data
Follow-up emails
28. MAKE USE OF THAT DATA
Trial expired
In App Email Surveys
Answered NPS Survey
Review
100
mentions
Trial
extension
30% off referral Thank you
referral > 2
NPS >= 9
downgraded
NPS > 6
+ « evaluating »
NPS > 6
+ « expensive »
no invite
NPS > 9
NPS < 6
29. DISCOUNT AUTOMATION
72%
Opened
9%
Replied
15%
Clicked
« Hi {{ first_name }},
I was talking to Guillaume over a coffee and he told me you gave us yesterday
a rating of {{ NPS_score }}. Thank you so much for your feedback.
He also told me your main issue was price related, and I believe I could help
by offering you a 30% coupon : XXXXX
Please let me know if I can do anything else to help improve your Mention
experience.
Happy monitoring!
Matt, Customer Success Hero @ Mention
30. TRIAL EXTENSION AUTOMATION
70%
Opened
33%
Clicked
« Hi {{ first_name }},
I was talking with Guillaume (our Head of Marketing) over coffee, and he told me
you gave us yesterday a rating of {{ NPS_score }}! Thank you so much for your
support. He also told me your main issue is that you have not had enough time to
evaluate Mention.
Seeing how you like it so much, I have created a special link so you can extend
your trial another two weeks.
https://web.mention.com/#trial/extendtrial
Please let me know if I can do anything else to help improve your Mention
experience.
Happy monitoring!
Adriana, Customer Success Hero @ Mention
33. Guillaume Cabane
Mention
“ A NPS rating is true at one point in
your user’s lifecycle. Making
conclusions on events happening
months after is meaningless; it’s
better to ask opinion every so often.
34. MAKE USE OF THAT DATA
Handled by handUpgraded NPS Survey
1 month after
35. MAKE USE OF THAT DATA
perfect (nps > 6)
Product issues
I need help
I need more time
Features are
missing
Too many mentions
missed
Too buggy
CS contact
Best practices
+ follow up
Product contact +
beta
CS contact + help
set up
Product contact
Referall