More Related Content Similar to Customer Success for Startups in SaaS and E-commerce (20) More from Joost Hoogstrate (15) Customer Success for Startups in SaaS and E-commerce6. © https://e-commercemanagers.com
2B: LEGAL
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GDPR
Timestamp, channel and reason for opt-in
Limit data collection
Opt-in only
CCPA
Follow GDPR and in most cases you will be fine
Copyright
Negotiate when you can
Protect your brand and designs
Customer Success
7. © https://e-commercemanagers.com
3A: GOOGLE ANALYTICS + GOOGLE TAG MANAGER
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Google Analytics
Use filters in your Views to exclude IP adresses of internal users
Use Goals to measure critical steps in your customer journey
Use UTM tracking parameters to measure your traffic sources
Use Event tracking to measure onsite behaviour
Use Segments to slice up the behaviour of groups of users
Google Tag Manager
Run all (including GA) your external scripts in one place
Implement pixels and scripts without the help of a developer
In most cases: speed up the loadtime of your website
Customer Success
11. TRIALS – BEST PRACTICES
Trials
Don’t ask for creditcard details starting your
trial
If you want correct e-mail addresses, send
them a confirmation email with login link
If you need phone numbers for outbound
reasons, send them an SMS code with
verification
Call them while they are logged in, in their first
session!
In follow-up sequence (during trial period):
focus on functionality, features and
integrations
Only when logged in several times, during trial,
also send upgrading and pricing information
Serious trial (several logins and several events)?
Offer trial-extension
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Customer Success
12. MONTHLY ACTIVE USERS
2020
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Monthly active users (millions)
Facebook 2.700
Youtube 2.000
Whatsapp 2.000
Facebook Messenger 1.300
Instagram 1.158
Reddit 430
Pinterest 416
Twitter 353
Quora 300
Linkedin 260
Customer Success
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Example leadscoring and nurturing lifecycle (18 months)
Contentcategory Item/page Points
Productpages features 5 5 5
pricing 10 10
integrations 5 5
news 5
Live demo 1-to-1 50 50
Teammember 70 70
IRL Events Summit A 30 30
Conference B 30
Live webinars Best practices 20 20 https://e-commercemanagers.com
Implementation 20 20
Telling your team 25 25
Video How to one 15
How to two 15 15
How to three 15
Download (reg wall) Top 10 benefits 10 10
What to look for 10
Trends 2020 10 10
Gartner report 10 10
Newsletter Per open 5 5 5 5 5 5 5 5 5 5 5 5
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
Source Points that months 10 25 5 25 0 5 25 0 5 35 5 5 50 25 10 100 5 5
Organic search Points accumulated 10 35 40 65 65 70 95 95 100 135 140 145 195 220 230 330 335 340
E-mail flows
On site pop-up
Retargeting campaign
Outbound call sales
LEAD-
NURTURING
Customer Success
14. CONVERSION
Conversion
Payment methods
Invoicing
Guarantees
Return policies
Monthly / Yearly contract
Monthly / Yearly payment
B2B: readable T&C
Security standards
Member Organizations
GDPR Proccessing Agreement
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ONBOARDING
Content
Helpcenter
FAQ
Product video’s
Webinars
Lessons / educational content
Screenshots
Chat
Process / flow
Product tour (optional flow)
Screen sequences (forced flow)
Visual pointers
Trial content
Checklists
E-mail support
Product Analytics
Marketing automation flows
Customer Success
16. CUSTOMER SUCCESS
Definition
Customer success vs customer support
Strategy
KPI’s
Example dashboard
NPS
Where to start
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Customer Success
17. WHAT IS CUSTOMER SUCCESS
Customer Success is a long-term,
scientifically engineered, and
professionally directed business strategy
for maximizing customer and company
sustainable proven profitability.
Source
Customer Success Association
Put simple:
Do your customers get the Desired
Outcome by using your product?
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Customer Success
18. CUSTOMER SUCCESS vs CUSTOMER SUPPORT
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Customer Success
Support Success
Mission React to and solve customer problems
quickly
Plan and ensure a succesfull customer
lifetime value
Approach Time-sensitive, reactive Long-term, pro-active
KPI’s # of cases, NPS, CSAT Retention, CLV, Upsell value, usage
Financial Cost center, efficiency Revenue center, growth
Alert to Problems Opportunities
Jobs/tasks Technical support, knowledge base CX, upsell, cross-sell, adoption
Source: Hubspot
19. CUSTOMER SUCCESS STRATEGY
Planning
Customer segmentation
Operating plan
Revenue and budgetplan
Customer Lifecycle Management
Process
Onboarding
Value creation and communication
Opportunity Management
Advocacy process
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Customer Success
People
Roles and responsibilities
Organizational design
Compensation and quota design
Channel success
Performance conditions
Enablement
Operations
Tech stack
Source: Salesbenchmarkindex
21. CUSTOMER SUCCESS KPI’s
1. Portfolio Growth (Absolute Portfolio growth in MRR terms = Expansions + Upgrades +
Renewals – Downgrades – Contractions – Churn)
2. MRR Retention Rate (ex new accounts)
3. Account Retention Rate
4. Referrals (Word of Mouth)
5. Increase in Product Adoption (using more features more frequently)
6. Lower number support tickets (better product, better content, better processes)
7. Faster onboarding (organizational time spend per onboarding new clients)
8. Number of monthly onboarding (finished onboardings, usage of key features, etc)
9. Improved Product Stickyness (time spend + feature usage)
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Customer Success
23. NPS (Net Promotor Score)
Loyalty metric (though Promotors are spontaneous promotors, so growth)
Mostly presented as score, while it should be a process/fase metric
Is an expectation metric
Predictor
Not behaviour based, but on surveys
Alternatives
CLV Customer Lifetime Value
Repurchase ratio
Upsell ratio
If you start relying on NPS benchmark and monitor them continuously against behavior based
metrics like Average Review, Branded search, Churn and check it’s trustworthiness.
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Customer Success
24. CUSTOMER SUCCESS – WHERE TO START
Provide all the content customers need to help themselves
Measure interactions with your product (app/website/platform)
Define (and redefine) what ‘getting value out of your product’ means for your customers
Define (and redefine) what early warning indicators are for customers NOT ‘getting value out
of your product’
Do proactive outreach to those customers who are in danger
Your staying (loyal) customers: what can you sell them
More (upsell + cross sell)
More often (frequency)
Less cost intensive (efficiency)
Advocacy (more customers)
Once volumes / proven routes kick in: automate
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Customer Success
25. THE END
Next session Wednesday, about:
7B: Retention
Tomorrow content will be uploaded and send to you by e-mail
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Customer Success