chop customer churn! a webinar for saas companies, sept 2013
TRANSCRIPT
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© CustomerGauge / Directness BV Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld.
Webinar: Chop Customer Churn!How SaaS Businesses can convert Trial Customers into Paying Customers Vive Jaiswal & Mark Dunlap 12 September 2013
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© CustomerGauge / Directness BV
Introduction
• Who this is relevant to: – Sales/marketing/customer experience
executives in SaaS companies – SaaS providers who would like to convert free
trial customers into paying customers • What we will cover:
– Why do customers defect – Using Net Promoter® as a metric in SaaS – How to convert free trials into paid
subscription – Best practices from real clients
Thomas S Watson, IBM 1921
*Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld.
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About the hosts…
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© CustomerGauge / Directness BV
A word about CustomerGauge…
• CustomerGauge is the leading real-time Net Promoter® measurement platform.
– Complete workflow and service recovery system
– B2b, b2c and b2e solutions – Automated reporting and digital signage – Automated, with integrations to CRM
systems including SalesForce.com – 32 languages (reporting system in EN,
DE, ES, FR, NL, CN) • Launched 2007 • HQ Amsterdam, global coverage with
partners
A D V E R T I S E M E N T
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Why do customers defect?
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Lets see again…why do customers defect?
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Case Study numbers from Gartner (2004). Assume 2000 customers Revenue = $6000m per year Average Revenue
per Customer = $3m per year
At risk — 55% Decline in wallet
share
Defect — 45%
Poor experience 22%
Positive experience
78%
Complain 2%
Don’t complain
98%
At risk — 34% Issue not resolved
Defect — 28%
Resolved — 38% 440 customers
431 customers
2 customers $7m
194 customers $582m
3 customers $9m
200 customers $711m
9 customers
It’s the customers that don’t complain you need to worry about…
In this assumption improving the customer experience by 1% is worth $60m
At risk — 55% Decline in wallet
share
Defect — 45%
Poor experience 22%
Don’t complain
98%
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© CustomerGauge / Directness BV
Net Promoter in a nutshell
• No more 40 page surveys to a few contacts!
• Ask everyone a very short survey, two questions
– “How likely are you to recommend us to a friend or colleague?”
• Report on Promoters or detractors.
• One score • Read customer comments
Download our cartoon guide: http://customergauge.com/tag/nps-comic/
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© CustomerGauge / Directness BV
Ask and ye shall receive…
Paying customer
Didn’t convert
7 days left
New signup
• Collect feedback at sign-up – Sort the renters from
squatters • Just before expiry
– An opportunity to save unhappy customers
– If you can’t save, learn • Didn’t convert? Learn why…
– follow-up, don’t give up • “Thank you for becoming a
paying customer!”
Tip: optimize this process by automation and real-time feedback analysis
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Acting on responses • Organize and be ready
– Expect 50% or more of the responses to give comments
– Read every comment • Distribute comments around
organization – Do it centrally or let the teams arrange – CLOSE THE FEEDBACK LOOP
• Track open issues and time to close – Acknowledge with 24 hours – Let clients know what you will do – Escalate to board serious issues. – Report internally on issues
• Categorize, and deal with issues tactically or strategically
• Customer R&D – product development
TIP! Incentivize staff to close issues in a short time
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Real client example • Integrated with Salesforce
– Automated surveying on triggers – Behind the scene action – Available to entire organization
• Hard metrics – NPS by product – Time to close – Close loop ratio
• Focus on delta, don’t get fixed by the actual score
Download case study: http://customergauge.com/2013/07/verafin-applying-forensic-skills-to-customer-feedback/
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© CustomerGauge / Directness BV
In a nutshell…
• Use a simple metric – NPS is awesome!
• Its not more work, its time travel • Get feedback and act • With great data comes great
responsibility • Automate the process, focus on
customers • Communicate regularly and thank
the ones who respond Check out how you can operate a world class NPS program: http://www.slideshare.net/adorrell/webinar-six-ways-to-operate-a-world-class-nps-program-29-aug2013
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© CustomerGauge / Directness BV Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld.
Thank you!
Like to learn more? Get in touch [email protected] [email protected]