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LOCALOGY ENGAGE 19: Turning Customers Into Advocates

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This session was presented at the LOCALOGY ENGAGE 19 event in Washington, D.C., June 3-4, 2019.

Publié dans : Technologie
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LOCALOGY ENGAGE 19: Turning Customers Into Advocates

  1. 1. Andrea Kayal Chie f Ma rke ting Offic e r, Up se rve Pre se nte d a t: Turning Customers Into Advocates
  2. 2. Job Description: “Develop a world -class brand” 2 Source: Every CMO JD posted in the last 5 years
  3. 3. First, let’s build a product our customers love 3 NPS Benchmarks Market cap: $8.76bnMarket cap: $61.72bn Market cap: $61.72bn Market cap: $19.46bn Net Promoter Score = % of promoters (9 - 10)- % detractors (0 - 6). A score of 100 means everyone is a promoter
  4. 4. 4 Do you spend more money getting up to speed on your industry or your customers? - Jay Acunzo, Break the Wheel
  5. 5. Leveraging the Power of People 5 81% of U.S. online consumers’ purchases are influenced by their friends’ social media. 92% of consumers trust referrals from people they know. People are 4 times more likely to buy when referred by a friend. Source: Nielsen
  6. 6. 6 Nearby references: Single most important variable in our predictive scoring model
  7. 7. Empowering Customers to Talk About Us Customer Partnerships
  8. 8. Enable them or support them Customer Advocates (9 - 10) ● Customer Facebook Group ● Restaurant Insider Roundtable ● Influencers (Paid Social) ● Case studies ● Review Sites ● Localized OOH 8 Customer Detractors (0 - 6) ● Exec outreach
  9. 9. 9 Events “Whe n we g e t sup e r b usy, e ve ry se c ond c ounts. Prod uc t ve loc ity to the ta b le is one of the thing s I’ve b e e n foc using on for a while . Up se rve is the b e st tool to m a ke tha t ha p p e n.” - Ron Koller, Owner of The Malted Barley in Providence, RI “The inform a tion tha t c om e s out of Up se rve he lp s g re a tly in the a c c e ssib ility of d a ta a nd insig hts tha t othe rwise you would ne ve r ha ve . Tha t’s ve ry va lua b le .” - Malcolm Wooff, CFO at Varano Group in Boston, MA
  10. 10. Customer Facebook Group ● Our customers are creating conversations on social media. We’re giving them a space to talk about Upserve. ● We have a built - in pool of beta testers, source referrals, and testimonials. ● Ongoing discussions with customers lead to a better customer experience. ● Customers can talk amongst themselves about Upserve best practices. 10
  11. 11. 11 Influencers Eric k Ca stro is a b a rte nd e r a nd p rop rie tor a t two Up se rve c ustom e r loc a tions in Sa n Die g o a nd host of b a rte nd ing p od c a st Ba rte nd e rs a t La rg e , m a king him a n id e a l c ustom e r influe nc e r to p ilot our p rog ra m .
  12. 12. 12 Case Studies “We ’ve se e n ta b le turn sp e e d d rop a b out 15 m inute s a nd c ove rs inc re a se a b out 25%.The te a m is sp e nd ing le ss tim e with a d iffic ult POS a nd sp e nd ing m ore tim e se rving g ue sts q uic kly a nd up se lling d e sse rt.” - Jamie Cunningham, Director of Operations at Stay Golden in Nashville, TN “Be c a use we switc he d ove r to Up se rve POS a nd the ha nd he ld iPa d m inis, se rve rs p ut the ord e r in rig ht a wa y without g oing b a c k to a te rm ina l. Now inste a d of a c ustom e r wa iting 20 m inute s to g e t a d rink on a b usy nig ht, the y’re g e tting it in und e r 10” - Jeremy Shearer, Owner of PRESS Bistro in Johnstown, PA
  13. 13. Case Study Evolution Asking promoters to work with us. 13 Identifying customers by growth metrics, geographic region, and concept.
  14. 14. 14 OUT WITH THE OLD... “How Upserve’s Flexibility is a Key to our Success” ...IN WITH THE NEW “How Upserve Helps Bluegrass Grow 5-8% Each Year”
  15. 15. Customers in Outdoor Advertising 15
  16. 16. Turn advocates into more customers Customer Referrals
  17. 17. Customer Referrals 17 What are the magic ingredients? INCENTIVES PROCESS TIMING
  18. 18. 18 October 2018 Inc re a se d inc e ntive from $250 to $500 December 2018 Inc re a se d inc e ntive from $500 to $1000 June 2019 Cha ng ing re fe rra l p rog ra m : Introd uc ing m ore a g g re ssive inc e ntive for c ustom e r + the ir re fe rra l Shocking: Increasing $ drove referrals
  19. 19. 19 Building an internal process = $42k savings Process: Removed software
  20. 20. 20 Process: Timing is Everything AUTOMATED EMAIL
  21. 21. 21 Adilson had a customer who needed to replace a printer that was out of warranty, but couldn't afford the cost of a new one. He worked with hardware to provide a spare refurbished printer in return for a few referrals. CSM’s are Key
  22. 22. Results 2018-YTD 22 $4,048,266 Influe nc e d Pip e line $403,792 Prim a ry Pip e line
  23. 23. Any questions? Find me on LinkedIn: Andrea Kayal Thank you! 23