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NPS TO CUSTOMER HAPPINESS
How did we reduce churn by half in only 2 months.
#1 How to capture qualitative data about the customer in 5 minutes
#2 Capturing even more data
#3 Delighting the customer
#4 Sell to the customer
#5 All automated
PITCH
Head of Marketing @ Mention
GILLES BERTAUX
Growth Specialist @ Mention
GUILLAUME CABANE
I HELP STARTUPS
WE DIDN’T KNOW MUCH
ABOUT OUR USERS
DO THEY LIKE OUR PRODUCT ?
IF SO, WHY DON’T THEY UPGRADE ?
WHY DO THEY STOP USING OUR PRODUCT ?
WHY DO THEY DOWNGRADE ?
I AM A DATA FREAK
But looking at data brings you only to a certain
point. It tells you what, but not why.
To understand our users, and given our volume
IT HAS TO BE AN AUTOMATED PROCESS.
1 2 3 4 5 6 7 108 9
NPS: NET PROMOTER SCORE
How likely is it that you would recommend our
service to a friend or colleague?
Each image has a unique
trackable link
On click, send to your website and
record the value in your analytics
https://web.mention.net/nps?
kmi={{email}}&kme=Answered NPS
Survey&km_NPS Score=10
Done !
BENEFITS
Getting the data enables some serious correlation analysis :
6
7
SocialMediaExaminer MakeUseOf
5,6
6,7
+26% satisfaction !
COOL, BUT…
Culturally insensitive
Low predictive validity
Less accurate than a composite index of questions
We are not really « understanding » the customer
In truth…
I DON’T CARE ABOUT THE SCORE !
It’s an excuse to
ENGAGE THE CUSTOMER INTO
MORE SPECIFIC QUESTIONS
This is why we came out with our first
QUICK & DIRTY NPS-MVP SOLUTION
Let’s take a deep dive into
OUR NPS PROCESS
Email sent to all users 1 day after free trial ended
Sends visitor to mention.net, records the « Answered NPS
Survey » event with score value and free/paid
segmentation, then redirects to a google form
https://web.mention.net/nps?kmi={{email}}&kme=Answered NPS
Survey&km_NPS Score=10&km_NPS type=free&next=free&form_entry.
729634105={{email}}&form_entry.540215436=10 (Great)
User ID
Event name
Score value
User segmentation
kmi={{email}}
kme=Answered NPS Survey
km_NPS Score=10
km_NPS type=free
next=free
form_entry.729634105={{email}}
form_entry.540215436=10 (Great)
User segmentation
User ID
Score value
Now, how do we use that
FOR OUR CONVERSION PROBLEMATICS
« Thank you for your honesty »
if NPS score ≤ 6
« Upgrade Promotion »
if NPS score ≥ 9 + « expensive »
« Extend free trial »
if NPS score ≥6≤8 + « upgrade later »
Trial Expired NPS Survey
1 day after
RESULTS
Cumulated number of upgrades for NPS respondents.
Month 1 Month 2 Month 3
x2
x3
x3.5
The results were
PRETTY IMPRESSIVE
72%
Opened
9%
Replied
15%
Clicked
« Hi {{ first_name }},
It’s Jordan from Mention. I was talking to Guillaume over a coffee
and he told me you gave us yesterday a rating of {{ NPS_score }},
thank you for your support !
I noticed you have a not yet upgraded to a premium plan. Seeing
how you like it so much, I’d like to offer you a 30% coupon. »
77%
Opened
33%
Replied
2%
Clicked
« Hi {{ first_name }},
It’s Jordan from Mention. I was talking to Guillaume over a coffee
and he told me you gave us yesterday a rating of {{ NPS_score }},
thank you for your support !
He also told me you’re not ready to upgrade and needed more
time.
I can offer the following deal: you tell me why you’re not ready to
upgrade and I extend your trial another two full weeks.
Now brace yourselves for
THE BIG RECAP
Retargeting E-mails
NPS E-mails
Click sends to special page on mention.com
Store to KM
Zapier reads rowsSync w/ Intercom
Store to KMSend 1 day after trial expiration
Handled by handUpgraded NPS Survey
1 month after
NPS AS A CHURN REDUCTION PROCESS
Handled by handUpgraded NPS Survey
1 month after
CHURN REDUCED BY HALF. BOOM.
NPS AS A CHURN REDUCTION PROCESS
Handled by handUpgraded NPS Survey
1 month after
BUT WE STILL HAD SOME SERIOUS PAINS…
Response time = 10 days
We had some serious issues in scaling this
HUMANS DON’T SCALE
And guess what…
WE MADE IT EVEN BETTER
Retargeting E-mails
NPS E-mails
Click sends to hosted form on mention.com
Store to Segment
Sync w/ Customer.io
Send 1 day after trial expiration
Sends ID + Score
Reads row
Pushes NPS results
FORM COMPLETION X2
RESPONSE TIME /3
But things could be smoother, we had to
OPTIMIZE THE TUNNEL + BETTER IN-APP NPS UX
And in a few days
WE’LL MAKE IT EVEN MORE AWESOME
Retargeting E-mails
Click redirects to app w/ prefilled data
Sends w/ data parameters
Full Integration
Full IntegrationFull Integration
Full Integration
Mention NPS Process : Reduce Churn & Increase Customer Happiness
In the end, there’s indeed a
RECIPE FOR A SUCCESSFUL NPS PROCESS
Answer Rate
Qualitative
Handling
Automation
But remember, NPS process is also
GOOD FOR YOUR PRODUCT
REACHING OUT GETTING DATA
CUSTOMER
SUCCESS
PRODUCT FEEDBACK
MULTI-TASKING NPS
In the end, data gives you the « what »
NPS GIVES YOU THE « WHY »
We are learning more
ON OUR CUSTOMERS, INCREASING SALES,
DECREASING CHURN, AND CREATING HAPPINESS.
Btw we are recruiting!
WE DO GREAT THINGS, WE HAVE FUN. JOIN US
Inbound Marketing Expert
Paid Acquisition Internship
UI Designer
Graphic Designer Internship
mention.workable.com
Thanks :)
Q: Can I have the slides ?

A: guillaumecabane@mention.com
Q: Who are you?
Guillaume: @guillaumecabane
Gilles: @gillesbertaux



Our Product: http://mention.com

Our Blog: http://blog.mention.com
http://bit.ly/mentionebook
GET YOUR E-BOOK NOW

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Mention NPS Process : Reduce Churn & Increase Customer Happiness

  • 1. NPS TO CUSTOMER HAPPINESS How did we reduce churn by half in only 2 months.
  • 2. #1 How to capture qualitative data about the customer in 5 minutes #2 Capturing even more data #3 Delighting the customer #4 Sell to the customer #5 All automated PITCH
  • 3. Head of Marketing @ Mention GILLES BERTAUX Growth Specialist @ Mention GUILLAUME CABANE
  • 5. WE DIDN’T KNOW MUCH ABOUT OUR USERS
  • 6. DO THEY LIKE OUR PRODUCT ? IF SO, WHY DON’T THEY UPGRADE ?
  • 7. WHY DO THEY STOP USING OUR PRODUCT ? WHY DO THEY DOWNGRADE ?
  • 8. I AM A DATA FREAK But looking at data brings you only to a certain point. It tells you what, but not why.
  • 9. To understand our users, and given our volume IT HAS TO BE AN AUTOMATED PROCESS.
  • 10. 1 2 3 4 5 6 7 108 9 NPS: NET PROMOTER SCORE How likely is it that you would recommend our service to a friend or colleague?
  • 11. Each image has a unique trackable link On click, send to your website and record the value in your analytics https://web.mention.net/nps? kmi={{email}}&kme=Answered NPS Survey&km_NPS Score=10 Done !
  • 12. BENEFITS Getting the data enables some serious correlation analysis : 6 7 SocialMediaExaminer MakeUseOf 5,6 6,7 +26% satisfaction !
  • 13. COOL, BUT… Culturally insensitive Low predictive validity Less accurate than a composite index of questions We are not really « understanding » the customer
  • 14. In truth… I DON’T CARE ABOUT THE SCORE !
  • 15. It’s an excuse to ENGAGE THE CUSTOMER INTO MORE SPECIFIC QUESTIONS
  • 16. This is why we came out with our first QUICK & DIRTY NPS-MVP SOLUTION
  • 17. Let’s take a deep dive into OUR NPS PROCESS
  • 18. Email sent to all users 1 day after free trial ended
  • 19. Sends visitor to mention.net, records the « Answered NPS Survey » event with score value and free/paid segmentation, then redirects to a google form https://web.mention.net/nps?kmi={{email}}&kme=Answered NPS Survey&km_NPS Score=10&km_NPS type=free&next=free&form_entry. 729634105={{email}}&form_entry.540215436=10 (Great)
  • 20. User ID Event name Score value User segmentation kmi={{email}} kme=Answered NPS Survey km_NPS Score=10 km_NPS type=free next=free form_entry.729634105={{email}} form_entry.540215436=10 (Great) User segmentation User ID Score value
  • 21. Now, how do we use that FOR OUR CONVERSION PROBLEMATICS
  • 22. « Thank you for your honesty » if NPS score ≤ 6 « Upgrade Promotion » if NPS score ≥ 9 + « expensive » « Extend free trial » if NPS score ≥6≤8 + « upgrade later » Trial Expired NPS Survey 1 day after
  • 23. RESULTS Cumulated number of upgrades for NPS respondents. Month 1 Month 2 Month 3 x2 x3 x3.5
  • 25. 72% Opened 9% Replied 15% Clicked « Hi {{ first_name }}, It’s Jordan from Mention. I was talking to Guillaume over a coffee and he told me you gave us yesterday a rating of {{ NPS_score }}, thank you for your support ! I noticed you have a not yet upgraded to a premium plan. Seeing how you like it so much, I’d like to offer you a 30% coupon. »
  • 26. 77% Opened 33% Replied 2% Clicked « Hi {{ first_name }}, It’s Jordan from Mention. I was talking to Guillaume over a coffee and he told me you gave us yesterday a rating of {{ NPS_score }}, thank you for your support ! He also told me you’re not ready to upgrade and needed more time. I can offer the following deal: you tell me why you’re not ready to upgrade and I extend your trial another two full weeks.
  • 27. Now brace yourselves for THE BIG RECAP
  • 28. Retargeting E-mails NPS E-mails Click sends to special page on mention.com Store to KM Zapier reads rowsSync w/ Intercom Store to KMSend 1 day after trial expiration
  • 29. Handled by handUpgraded NPS Survey 1 month after NPS AS A CHURN REDUCTION PROCESS
  • 30. Handled by handUpgraded NPS Survey 1 month after CHURN REDUCED BY HALF. BOOM. NPS AS A CHURN REDUCTION PROCESS
  • 31. Handled by handUpgraded NPS Survey 1 month after BUT WE STILL HAD SOME SERIOUS PAINS… Response time = 10 days
  • 32. We had some serious issues in scaling this HUMANS DON’T SCALE
  • 33. And guess what… WE MADE IT EVEN BETTER
  • 34. Retargeting E-mails NPS E-mails Click sends to hosted form on mention.com Store to Segment Sync w/ Customer.io Send 1 day after trial expiration Sends ID + Score Reads row Pushes NPS results
  • 36. But things could be smoother, we had to OPTIMIZE THE TUNNEL + BETTER IN-APP NPS UX
  • 37. And in a few days WE’LL MAKE IT EVEN MORE AWESOME
  • 38. Retargeting E-mails Click redirects to app w/ prefilled data Sends w/ data parameters Full Integration Full IntegrationFull Integration Full Integration
  • 40. In the end, there’s indeed a RECIPE FOR A SUCCESSFUL NPS PROCESS
  • 42. But remember, NPS process is also GOOD FOR YOUR PRODUCT
  • 43. REACHING OUT GETTING DATA CUSTOMER SUCCESS PRODUCT FEEDBACK MULTI-TASKING NPS
  • 44. In the end, data gives you the « what » NPS GIVES YOU THE « WHY »
  • 45. We are learning more ON OUR CUSTOMERS, INCREASING SALES, DECREASING CHURN, AND CREATING HAPPINESS.
  • 46. Btw we are recruiting! WE DO GREAT THINGS, WE HAVE FUN. JOIN US Inbound Marketing Expert Paid Acquisition Internship UI Designer Graphic Designer Internship mention.workable.com
  • 47. Thanks :) Q: Can I have the slides ?
 A: guillaumecabane@mention.com Q: Who are you? Guillaume: @guillaumecabane Gilles: @gillesbertaux
 
 Our Product: http://mention.com
 Our Blog: http://blog.mention.com