Tools for customer engagement

Tools for customer engagement

• 1.
  Customer Engagement -102 - Ankit Chaudhary
• 2.
  Engaged customers staylonger, actually pay for your service, upgrade more often, and refer more customers.
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  Understanding the customerjourney Acquisition Activation Retention Growth
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  Understand your users 1)Create user touch-points: Encourage users to reach out in case of feedback or complaints. Or when they need to show appreciation/ give testimonials. Provide email channels and phone option where feasible. Let users not escalate on social channels! 2) Log the relevant data/ create user funnels 3) Define key product and business metrics 4) Measure feedback/experience: Look at NPS, CSAT and talk to your customers
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  Modes/Channels of acquisition: ➔Organic channels - Content, SEO, Blogs, Word of mouth ➔ Social channels - FB, LinkedIn, Twitter ➔ Community building - Quora, Mouthshut, Medium etc. ➔ Product Referral - Champion your users ➔ Paid marketing: ◆ Google/FB/LinkedIn ads, PPC or CPL/CPA models ◆ Radio/TV ads, Banner ads, Hoarding and posters etc. ➔ Partnerships and Alliances - Meaningful relationships help you grow.
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  Google Analytics -Top of the funnel analysis ● GA shows the nature of the traffic - source, device level and demography level data ● GA provides real time view of the traffic and user behavior ● We can fire events, create goals and measure source wise behaviors/conversion ● GA also allows to create reports and it’s easy to automate these reports GA helps you identify which channels are working for your company and where do you need to invest more.
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  GA - Handson session
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  SEO and Landingpage optimization ● SEO tools like Moz, SEM Rush, Google Webmasters, Google Keyword planner etc. which provide you a good understanding of: ○ Keyword search volumes and competition landscape ○ Website ranking, traffic and average page position for different keywords ○ Mapping user intent (search keywords) with the landing pages ● Key metrics like: ○ Landing pages: Traffic, Bounce rate, Avg. session duration, Pages/session ○ Keywords: Impressions, Avg. page position, CTR, Clicks
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  Middle of thefunnel - Conversion and metrics How to help (and handhold) users navigate through the product, ensure they have a great experience and enabling them to use the product in the most optimal way. 1) In-the-product journey - Provide chat help, have FAQ’s placed, provide tool-tips in the product, helpline or email support options etc. 2) Email and notifications follow up - This is the part where we use data and automate the messaging part to bring back the dropped-off users back to our system.
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  Defining Key ProductMetrics ● Look at user interaction with your product /identify key patterns and user behavior ● Collect the relevant data points and create product funnels. Ex. landing to signup, conversion rate at each step, %conversion from signup to payment, sessions taken for conversion, time for a user to convert ● Identify your key success, failure and conversion metrics. Break the metrics and into L0 and L1 metrics (primary and secondary metrics) ● Wholistically look at the data, look at different cuts of the data, do YoY comparisons, ensure the data is significant and then create the benchmarks
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  Lifecycle management toolsand drips ● Once you identify the key drop-off points or the key funnel engagement events. You can create automated campaigns to target users. ● Do not spam the user with too many emails/notifications, but custom made messages during stages of the customer journey. ● Notifications can be SMS, email, Web notifications, app push notifications etc. ● There are tools like Mixpanel/Clevertap which let you easily automate this process. Or you can integrate your database with email sending API’s like Sparkpost, Sendgrid or Postmark and automate these drips.
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  Clevertap - Handson session
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  Bottom of thefunnel: NPS and CSAT ● It is really important to measure customer satisfaction after a user uses your product or service. ● Keep the feedback form/survey simple and focus on key questions only. ● A good idea is to use a 5 Point Likert scale. Also add a open text feedback form after the rating scale.
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  NPS (Net PromoterScore) = (No. of promoters - No. of detractors)/ No. of responses Promoters - Users who give us a rating of 5 on a scale of 1-5 Detractors - Rating of 1,2 on a scale of 1-5. Rest of the users fall under neutral category. A good NPS can be anywhere above 60% (it depends on business to business). ● It is important to regularly monitor the open text feedback - this gives you great insights on what your users like about your product and what is the feedback of users with lower scores. ● Promoter feedback helps you identify your product USP, messaging for marketing communication and the negative feedback helps in improving the product.
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  Some other tools: ●Integration tools like Zapier.com ● CRM tools - LeadSquared, Close.io, SalesForce etc. ● Support tools - Zendesk, Freshdesk etc. ● Wireframing tools - Marvel, Balsamiq etc. ● Reporting tools - Redshift/Metabase, Tableau, Periscope etc. ● User Feedback tools - Typeform, Google Form, Surveymonkey etc.
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  Case Study -Problem statement Assume you have a website, where users can create custom T-shirts (with the design options you provide) and then order the T-shirts. Process flow like this: 1. User logs into the product 2. Picks up a T-shirt design 3. Picks up a design palette and starts creating the custom T-shirt 4. Finalizes the design 5. Looks at the payment and size options 6. Add the final design to the cart 7. Checkout and payment
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  Case Discussion -Working time (20 mins) 1) Define the key product metrics 2) Drips to increase funnel conversion 3) Create a user engagement calendar 4) Growth strategy - how to further grow the business 5) Product features which can be built to increase engagement
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  Upcoming sessions 1) Howto setup and optimize your sales and support processes. Learn about CRM/Support tools, sales reporting, headcount planning, automating operations etc. 2) How to send that perfect email. Learn about email sending tools, constituents of a great email, email metrics, difference between marketing & transactional emails, Domain Authority/IP reputation, list pruning etc.
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  Connect with meon LinkedIn: https://www.linkedin.com/in/ankitchaudhary1/ Connect via email: [email protected] Passionate about philosophy and data; also writing my first novel :)