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

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. Job Description: “Develop a world -class brand”
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Source: Every CMO JD posted in the last 5 years

3. First, let’s build a product our customers love
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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
Do you spend more money getting up to
speed on your industry or your
customers?
- Jay Acunzo, Break the Wheel

5. Leveraging the Power of People
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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

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Nearby references: Single most important variable in our predictive scoring
model

7. Empowering Customers to Talk About Us
Customer Partnerships

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
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Customer Detractors (0 - 6)
● Exec outreach

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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. 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.
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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 .

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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. Case Study Evolution
Asking
promoters to
work with us.
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Identifying
customers by
growth metrics,
geographic
region, and
concept.

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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. Customers in Outdoor Advertising
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16. Turn advocates into more customers
Customer Referrals

17. Customer Referrals
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What are the magic ingredients?
INCENTIVES PROCESS TIMING

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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

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Building an internal process
= $42k savings
Process: Removed software

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Process: Timing is Everything
AUTOMATED
EMAIL

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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. Results 2018-YTD
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$4,048,266
Influe nc e d
Pip e line
$403,792
Prim a ry
Pip e line

23. Any questions?
Find me on LinkedIn: Andrea Kayal
Thank you!
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