Learn about: - Marketing Automation - Growth Marketing - Customer Success (Intercom) - Retention

1. SORTLIST // Digital First
How Can You Leverage Data To Improve Your
Customer Success
- Process and tools -

2. SORTLIST // Digital First
About me and Sortlist
Here I am!
Head of BizDev
@Sortlist (3+years)
Skills:
Digital Marketing
Marketing Automation
Sales
...Customer Success

3. SORTLIST // Digital First
“The Meetic of the Marketing World”
1500+
Worldwide
75% of sme’s 25% of bigger companies:
COMPANIES
1198PAYING AGENCIES
600+
Belgium
COMPANIES
852PAYING AGENCIES
300+
COMPANIES
219PAYING AGENCIES
75% of sme’s 25% of bigger companies: 75% of sme’s 25% of bigger companies:
France

4. Our Agenda Today
1. What is Customer Success (CS) and what are the gold metrics?
2. How do we transform our users in power users at Sortlist.
1. Data Insights + High Impact Area
2. Ideation/Implementation
3. Results
3. Conclusion

5. 👉 1. What is Customer Success (CS)?
SORTLIST // Digital First

6. SORTLIST // Digital First
How to make users become Power Users
This isn’t what your business sells
This is

7. SORTLIST // Digital First
5 Gold metrics for Customer Success
1. Customer Lifetime Value (LTV)
2. Customer Acquisition Cost (CAC)
3. Net Promoter Score (NPS)
4. Average Revenue Per Account (ARPA) + Expansion (cross-sell, up-sell,...)
5. Churn

8. SORTLIST // Digital First
5 Gold metrics for Customer Success
1. Customer Lifetime Value (LTV)
2. Customer Acquisition Cost (CAC)
3. Net Promoter Score (NPS)
4. Average Revenue Per Account (ARPA) + Expansion (cross-sell, up-sell,...)
5. Churn

9. 👉 2. How do we transform our users in power users?
SORTLIST // Digital First

10. SORTLIST // Digital First

11. SORTLIST // Digital First
We were a small team and we had limited resources. We needed to be focused and
to have an impact on our customer. To maximize this impact, we gathered insights
on our product by looking at our metrics.

12. SORTLIST // Digital First
Insights: Gather data on our funnel
Our High Impact Area is where our funnel is leaking the most...
GENERATE QUALIFY CONNECT
Briefing
Redaction
Supply
Selection
Quality
Verification
Selling
Traffic
Generation
Traffic
Conversion

13. SORTLIST // Digital First
Insights #1: Drop on our purchase funnel
Our High Impact Area is where our funnel is leaking the most...
GENERATE QUALIFY CONNECT
Briefing
Redaction
Supply
Selection
Quality
Verification
Selling
Traffic
Generation
Traffic
Conversion
10% Conversion Only!!

14. SORTLIST // Digital First
Insights #2: User are confused with the Briefing Page
How can I
purchase?
How much does it
cost?
Am I sure to meet
the client?
What is
Sortlist…?
I don’t understand
the briefing...

15. SORTLIST // Digital First
Insights #3: Users dropped after 1st (bad) experience
!!!

16. SORTLIST // Digital First
Roadmap
● Focus Area: Revenue
● Success Metrics: (Brief Seen > purchase) conversion rate .
● Timing: 6 months to x2 the conversion (to go from 10% to 20%)

17. 👉 2. Brainstorm ideas + Implementation

18. SORTLIST // Digital First
Ideation
At the end of the day we came up with dozens of ideas. We decided to work on the
3 that had high impact and low effort to implement

19. SORTLIST // Digital First
Ideation
1. Visitor In-app message (hypothesis: ↗10% the Brief Seen > purchase conversion)
2. Retargeting e-mail (hypothesis: 15% ↗ the Brief Seen > purchase conversion)
3. Retention message (hypotesis: ↗ retention rate after first purchase)

20. SORTLIST // Digital First
Implementation 1: Visitor In-app message to ↗conversion
We first checked on how much time visitors/users spent on the briefing
page: 60 seconds in average. We set a trigger after 55sec…
The result?
22% of people purchased
on Sortlist after talking
with the CS team...
From 6-12% reply rate
to live-chat with a CS.

21. SORTLIST // Digital First
Implementation 2: Retargeting E-mail
Entry rules:
- Have seen brief > 5
In the last 7 days
24% of people purchased
on Sortlist after retargeting

22. SORTLIST // Digital First
Implementation 3: Retention Message based on NPS

23. SORTLIST // Digital First
“Something went wrong?” if NPS <= 6
73% of users, purchased again on
Sortlist after this re-engagement
message

24. SORTLIST // Digital First
Retention went up
!!!

25. SORTLIST // Digital First
Summary: Impact / Results
1. Activation: +22% of purchase thanks to in-app message (after chat with CS)
2. Activation: +24% of purchase thanks to retargeting e-mail
3. Retention: 74% of low NPS score re-purchase (after chat with CS) + High NPS
score received a promo activation pack that ↗ purchase.

26. SORTLIST // Digital First
Bingo! Mission Complete!!!
+10% conversion
In 6 months.

27. SORTLIST // Digital First
To summarize our process...
0.Start with goals
“We want to increase
Revenue by 2x in 6 months.”
1. Data Insights
“We see a drop (90%)
in the purchase funnel “
2.Brainstorm Ideas
“What if I add an Intercom
in-app message, to reduce
this drop by 10% at step 1
of our funnel “
3.Results
“Experiment worked, we
Increased by 10% the
conversion on whole funnel“

28. SORTLIST // Digital First
Our Tools
Customer Success
and Marketing Automation
Data Insights NPS Score

29. SORTLIST // Digital First
LESS of THIS...
...MORE of THAT

30. SORTLIST // Digital First
Conclusion
“In God we trust. All others must bring data.” Napoleon

31. Questions?
Contact me at: andrea@sortlist.com