The best customers are loyal, repeat purchasers who come back to your business again and again for services and products they feel they can rely on. Generating a lifetime of value out of a customer drives down costs while increasing returns and paves the way for word-of-mouth referrals. Do you know how to create and capitalize on customer loyalty? In this compelling webinar from Wpromote’s Michael Mothner and Trustpilot’s Jordan Garner, you’ll learn how to increase customer lifetime value (LTV) while lowering the time to second purchase. Uncover the true value of your customer by tracking loyalty KPIs rather than relying solely on ROI and 1st time conversions as the metrics for success. Actionable tips and strategies on how to design your loyalty campaigns, including: -Successfully Requesting On-Site Reviews -Maintaining A Positive Brand Perception -Moving Repeat Customers Through The Funnel -Creating Brand Loyalty Through Engagement

1. Driving Lifelong Customer
Devotion With Loyalty
Campaigns

2. Michael Mothner
Founder & CEO
Wpromote
Presenters
Jordan Garner
Director of Marketing
Trustpilot

3. Agenda
Intro to Trustpilot & Wpromote
Why Customer Loyalty Matters
Driving Great Customer Experience
Campaigns & Metrics
#Winning Brands
Your Homework Assignment
Q & A

4. Introduction to
Trustpilot & Wpromote

5. Who is Trustpilot?
Online community & business solution connecting consumers & businesses via reviews
140,000 reviewed websites
26,000 websites get new reviews/month
22 million online reviews
700,000 new reviews/month
Reviews from 120 countries
72 million visitors/year
7 million unique visits/month
Over 1 billion impressions/month

6. For Businesses:For Consumers:
Why does Trustpilot Exist?
Open online review community to read, write,
and engage with authentic reviews to provide
trustworthy customer experience information
and make better buying decisions.
Solution to implement an automated review
collection strategy, moderate and engage with
reviews, and leverage reviews to accelerate
business improvement and growth.

7. The Trustpilot Business Solution
BRAND BUILDER
Establish a trusted brand
MARKETING ACCELERATOR
Maximize digital ROI
INSIGHT GENERATOR
Improve customer experience

8. Retail Services Finance

9. Wpromote Experience

12. What Is Customer Loyalty?
Both an attitudinal and behavioral tendency to favor one
brand over all others, whether due to satisfaction with the
product or service, its convenience or performance, or simply
familiarity and comfort with the brand.

13. What drives Customer Loyalty?
“Customer loyalty is the result of consistently positive emotional
experience, physical attribute-based satisfaction and perceived
value of an experience, which includes the product or services.
To build customer loyalty, customer experience management
blends the physical, emotional, and value elements of an
experience into one cohesive experience.”
Customer experience drives customer loyalty!

14. Why Is Customer Loyalty Important?
Excellent Customer Experience
Retention Loyalty
Consumers continue
to purchase from one
provider
Enrichment Loyalty
Consumers buy more
goods/services from the
provider
Advocacy Loyalty
Consumers pass on their
positive experiences to
friends
$$$ $$$ $$$

15. The Math Behind Customer Experience
Great Customer Experience
On average…
- Return customers cost 10 times
less to acquire than new ones
- Return customers spend 2/3’s
more than new ones
- Happy customers will recommend
a provider to 3 friends
Poor Customer Experience
On average…
- Only 4% of unhappy customers
proactively speak up
- 79% of unhappy customers would
take their business to a competitor
- 13% of unhappy customers will tell
more than 20 people

16. Customer Loyalty Grows…

17. The Holy Grail – Advocacy
When customers or influencers are willing to publicly support,
endorse, or recommend your company, products, or services.
…when your customers start doing your marketing for you.
A brand is no longer what we tell the consumer it is – it is
what consumers tell each other it is.
- Scott Cook, co-founder, Intuit

18. The Age of the Consumer
Companies must become customer obsessed and the only sustainable
competitive advantage is knowledge and engagement with customers.
“
-Forrester Research

20. 1. Make customers feel valued  ask how things went, listen
to their response, and understand their perspective
2. Resolve customer problems quickly  expectations are
high so be sure to exceed them, learn and iterate to improve
3. Talk to customers in plain language  avoid info
overload, simplify and focus on what customers care about
3 Core Dimensions of Customer Experience

21.  Proactively ask ALL customers for reviews
- Make sure your tone shows that you care
- Ensure the timing and the vehicle is right for customer journey
- Optimize  Invitation reminders, send time, invite personalization
Create an internal process for listening, moderating, & acting on feedback
- Set up notifications for new reviews to correct personnel
- Consider building in review response & resolution to existing customer
service, social listening, or CRM tools (ZenDesk integration)
- Report regularly to relevant teams on progress
1. Make customers feel valued

22. Impact of Asking for Reviews Proactively
NOT asking for reviews:
50/50 split positive/negative at best
(likely many more negative reviews)
Proactively asking for reviews:
83% positive reviews
More balanced representation of a business

23. • Desired focus of feedback?
• Collection vehicle?
• Timing?
• Call-to-Action?
• To incent or not to incent?
• Reminders?
• Where to collect reviews?
Considerations for Review Collection

24. Implementing a Proactive Collection Strategy
1
Design a collection
flow in your existing
customer journey to
align with your goals
2
Measure the results,
optimize the collection
rate, & iterate
(increase response 
increased avg rating)
3
Identify your org’s
goals for a proactive
review strategy
NEVER STOP ASKING!

25. 2. Resolve customer problems quickly
 Respond to reviews quickly – show customers you are listening
 Positive reviews – delight them with a personal response, great
reinforcement to come back soon
 Negative reviews – respond, follow up privately, resolve issues, update?
 Not everything can be resolved, but everything can be addressed!
 Goal: resolve as many issues as possible in a cost-effective manner,
while scaling the learnings to correct fundamental process/strategy flaws
PRO TIP: Don’t forget 3-star reviews – they are usually the easiest to fix!

26. Content of Responses Always apologize
Address customer concerns
directly
Give the customer a forum for
follow-up
Consider also reaching out
privately – not everything should
be discussed in a public forum
PRO TIP: Ask the reviewer to
update their review if resolved…

27. A
Example:

28. 1 Positive
Tone of Review Responses
2 Personal
3 Professional
4 In line with your brand

29. • Resolving issues for unhappy customers to win them back
• Encouraging happy customers to be return customers
• Promoting customer advocacy among brand champions
• Showing that your company cares & takes reviews seriously
• Giving your company a chance to build a brand voice
Benefits of Responding to Reviews
= REVENUE
(remember to actually ACT on the insights you uncover)

30.  Use your reviews to understand how your best customers talk about your
product/service and use this language to craft better messaging
 Check yourself: are customers echo-ing the words in their reviews that
you use in marketing, in your product, etc.?
 Use reviews to inspire language throughout the customer journey and in
all of your channels (email, social, website, re-targeting)
 Learn what you do BEST from reviews – make these CX differentiators
 Goal: more effective marketing/messaging & better expectation-setting
PRO TIP: UGC review-content shared on your site can help SEO!
3. Talk to customers in plain language

31. “It's great to have a one-on-one connection with
customers by responding to reviews, but it's
equally important that we pay attention to the
language customers use when speaking about
us. If our customers are repeating our language,
then they understand our messaging. If they’re
not, then we adopt their language. By doing this,
we can better relate to the millions of people who
could use our solution.”
David Rostan, Head of Organic Marketing

32.  Create high-success referral programs by targeting positive reviewers
 Create high-success loyalty campaigns by targeting positive reviewers
with campaigns designed to get them back faster and spending more
 Drive retention by targeting negative reviewers with bigger rewards for
giving you a second chance – then, make SURE to over-deliver
 Consider trends in the types of customers that consistently give you
positive reviews vs. negative reviews – shift your targeting for the traits
that typically end up in happy customers and watch your LTV increase!
 Build an internal culture of reviews – make reviews transparent, team
contests & goals, individual awards/compensation, leadership team!
BONUS ROUND: Use reviews for next-level CX

33. All Star Brand:

34. All Star Brand:

35. All Star Brand:

36. All Star Brand:

38. Types Of Loyalty Campaigns
Review Campaigns Acquisition Campaigns Engagement Campaigns
There are a few main types of loyalty campaigns you can set up, depending
on what kind of KPI’s you’re looking for. A few common ones are:

39. Review Campaigns
Email signatures, CTAs, & links on website are great opportunities to ask for
reviews.
Include information in your emails about
reviews and link to review sites or social
media where a customer can leave a
review.
Include social media icons and links on
your website that can take visitors directly
to the review site that you are promoting.
Also be sure to include a strong CTA!

40. Review Campaigns
Sending dedicated review
emails to customers post-
transaction is a great way to get
honest feedback and hopefully
great reviews!

41. Acquisition Campaigns
These campaigns focus on creating Long
Term Value from your loyal customers.
 Win Back Emails
 VIP & Loyalty Programs
 Friends & Family Promotions
 Exclusive Products
 Similar Product Suggestions
 Remarketing Campaigns To Past
Purchasers

42. Acquisition Campaigns
Win-back email campaigns are a great way to
bring once interested customers, back to your
brand. Offering a discount or deal is a great
way to win that customer back!

43. Acquisition Campaigns
Member Benefits or VIP Perks encourage
customers to keep coming back to your brand.
Offering incentives for special events or repeat
purchasing will keep those customers engaged
with your brand for the long term.

44. Engagement Campaigns
Encourage customers to engage with
your brand. Ask them to post photos
wearing your products or visiting your
locations. Consider hosting contests for
customers that engage with your brand.

45. Metrics & KPIs
When implementing these campaigns for the first time, it is important to be prepared
to track metrics and understand what KPIs you’re looking for. Some example of
relevant KPIs include:
 Customer LTV
 Customer Equity
 Time To Second & Third Purchases
 Retention Rates
 Winback Rate

46. Micro-Conversions
Consider tracking micro-conversions in order to optimize toward the best kinds of
customers.
For example, optimize for the kinds of
customers that create accounts
instead of just check out as guests, or
that follow you on Twitter/Instagram or
who share your branding messages
on social media.
These are more sticky/loyal
customers, and these sorts of actions
translate into higher LTVs.

48. - Mission: Get customers talking about their positive customer experiences
- Strategy: Capture customer attention both when they mess up and when they’re crushing it by sending
both happy and unhappy customers a surprise gift
- Goal: Turn unhappy customers into happy customers; turn happy customers into advocates
- Starting with $100k budget, with the goal to reach more than 50k customers in 6 months
- Linking program to additional training for the entire Customer Service team
3 Categories of Gift-Giving:
1. I’m Sorry: CS agent can offer one of the following if there was an issue: gift cards, handwritten letters, free
products, rush shipping, flowers, necklace, loyalty points, or can put in a request to do something more
2. Thank You: for top customers, can offer the same gifts as above “just because”
3. WOW Experiences: for brand fans (top 10% of spenders), can receive awesome gifts life VIP treatment,
entire bill paid, makeovers, personal assistant, fancy dinner, etc.  hope is that they share!
Launched the Surprise & Delight Program to over-deliver on customer experience,
nurture loyalty, & build advocacy through unexpected experiences.

49. - Challenge: To hit company goals, need to continue to drive >40% of total revenue via return business,
however time to second purchase is very long  how can their team drive memorable customer
experience every time to ensure customers return?
- Adopted a policy of responding to all customer reviews, good and bad, within 24 hours; negative reviews
 resolve the issue quickly; positive reviews  delight customer
- All 1, 2, and 3 star reviews are escalated further to an Operations Manager; most issues are not reported
by the customer otherwise, so proactive review collection is crucial for capturing and resolving customer
issues that would otherwise go un-known
- Task force meets weekly to discuss the root cause of issues and make action plan to correct
- Daily “Pulse” meetings  celebrate & learn from positive, share & learn from negative
- Customer service reps work on a team commission program based on their Trustpilot TrustScore
- Referral program targeting positive reviewers giving cash/credit for referrals (email & on-site)
Increasing return business through meaningful customer experiences, by using
reviews to drive internal processes, strategy, and team goals.

50. - Mining content of positive reviews for customers to target for further campaigns
- Referral campaign: targeting 4 & 5 star reviewers that used the word “recommend”
- Tracking engagement, return business, etc. of positive reviewers and garnering learnings to turn more
customers into happiest customers
- Using more specific product review content to target return customers to cross-sell, encourage faster 2nd
purchase, etc.
Launched the Surprise & Delight Program to over-deliver on customer experience,
nurture loyalty, & build advocacy through unexpected experiences.

52. Your Homework
Implement a proactive review collection
strategy & optimize your response rate
Monitor your reviews – respond & resolve
issues, learn from trends
Set up win back emails & other relevant
acquisition campaigns
Determine your customer LTV & what your
willing to invest
Leverage your brand advocates!