"Diviser par deux son taux de churn" par Guillaume Cabane, CMO à Mention

1. NPS TO CUSTOMER HAPPINESS
How did we reduce churn by half in only 2 months.

2. GUILLAUME CABANE
Head of Marketing @ Mention
GILLES BERTAUX
Growth Specialist @ Mention

3. I HELP STARTUPS

4. #1 How to capture qualitative data about the customer in 5 minutes
#2 Capturing even more data
#3 Delighting the customer
#4 Sell to the customer
#5 All automated
PITCH

5. WE DIDN’T KNOW MUCH
ABOUT OUR USERS

6. DO THEY LIKE OUR PRODUCT ?
IF SO, WHY DON’T THEY UPGRADE ?

7. WHY DO THEY STOP USING OUR PRODUCT ?
WHY DO THEY DOWNGRADE ?

8. I AM A DATA FREAK
But looking at data brings you only to a certain
point. It tells you what, but not why.

9. To understand our users, and given our volume
IT HAS TO BE AN AUTOMATED PROCESS.

10. 1 2 3 4 5 6 7 108 9
NPS: NET PROMOTER SCORE
How likely is it that you would recommend our
service to a friend or colleague?

11. Each image has a unique
trackable link
On click, send to your website
and record the value in your
analytics
https://web.mention.net/nps?
kmi={{email}}&kme=Answered NPS
Survey&km_NPS Score=10
Done !

12. BENEFITS
Getting the data enables some serious correlation analysis :
6
7
SocialMediaExaminer MakeUsOf
5.6
6.7
+26% satisfaction !

13. COOL, BUT…
Culturally insensitive
Low predictive validity
Less accurate than a composite index of questions
We are not really « understanding » the customer

14. In truth…
I DON’T CARE ABOUT THE SCORE !

15. It’s an excuse to
ENGAGE THE CUSTOMER INTO
MORE SPECIFIC QUESTIONS

16. This is why we came out with our first
QUICK & DIRTY NPS-MVP SOLUTION

17. Let’s take a deep dive into
OUR NPS PROCESS

18. Email sent to all users 1 day after free trial ended

19. Sends visitor to mention.net, records the « Answered
NPS Survey » event with score value and free/paid
segmentation, then redirects to a google form
https://web.mention.net/nps?kmi={{email}}&kme=Answered NPS
Survey&km_NPS Score=10&km_NPS type=free&next=free&form_entry.
729634105={{email}}&form_entry.540215436=10 (Great)

20. User ID
Event name
Score value
User segmentation
kmi={{email}}
kme=Answered NPS Survey
km_NPS Score=10
km_NPS type=free
next=free
form_entry.729634105={{email}}
form_entry.540215436=10 (Great)
User segmentation
User ID
Score value

21. Now, how do we use that
FOR OUR CONVERSION PROBLEMATICS

22. « Thank you for your honesty »
if NPS score ≤ 6
« Upgrade Promotion »
if NPS score ≤ 9 + « expensive »
« Extend free trial »
if NPS score ≥6≤8 + « upgrade later »
Trial Expired NPS Survey
1 day after

23. RESULTS
Cumulated number of upgrades for NPS respondents.
Month 1 Month 2 Month 3
x2
x3
x3.5

24. The results were
PRETTY IMPRESSIVE

25. 72%Opened
9%Replied
15%Clicked
« Hi {{ first_name }},
It’s Jordan from Mention. I was talking to Guillaume over a
coffee and he told me you gave us yesterday a rating of
{{ NPS_score }}, thank you for your support !
I noticed you have a not yet upgraded to a premium plan.
Seeing how you like it so much, I’d like to offer you a 30%
coupon. »

26. 77%Opened
33%Replied
2%Clicked
« Hi {{ first_name }},
It’s Jordan from Mention. I was talking to Guillaume over a
coffee and he told me you gave us yesterday a rating of
{{ NPS_score }}, thank you for your support !
He also told me you’re not ready to upgrade and needed more
time.
I can offer the following deal: you tell me why you’re not ready to
upgrade and I extend your trial another two full weeks.

27. Now brace yourselves for
THE BIG RECAP

28. Retargeting E-mails
NPS E-mails
Click sends to special page on mention.com
Store to KM
Zapier reads rowsSync w/ Intercom
Store to KMSend 1 day after trial expiration

29. Handled by handUpgraded NPS Survey
1 month after
NPS AS A CHURN REDUCTION PROCESS

30. Handled by handUpgraded NPS Survey
1 month after
CHURN REDUCED BY HALF. BOOM.
NPS AS A CHURN REDUCTION PROCESS

31. Handled by handUpgraded NPS Survey
1 month after
BUT WE STILL HAD SOME SERIOUS PAINS…
Response time = 10 days

32. We had some serious issues in scaling this
HUMANS DON’T SCALE

33. And guess what…
WE MADE IT EVEN BETTER

34. Retargeting E-mails
NPS E-mails
Click sends to hosted form on mention.com
Store to Segment
Sync w/ Customer.io
Send 1 day after trial expiration
Sends ID + Score
Reads row
Pushes NPS results

35. FORM COMPLETION X2
RESPONSE TIME /3

36. But things could be smoother, we had to
OPTIMIZE THE TUNNEL + BETTER IN-APP NPS UX

37. And in a few days
WE’LL MAKE IT EVEN MORE AWESOME

38. Retargeting E-mails
Click redirects to app w/ prefilled data
Sends w/ data parameters
Full Integration
Full IntegrationFull Integration
Full Integration

40. In the end, there’s indeed a
RECIPE FOR A SUCCESSFUL NPS PROCESS

41. Answer Rate
Qualitative
Handling
Automation

42. But remember, NPS process is also
GOOD FOR YOUR PRODUCT

43. REACHING
OUT GETTING DATA CUSTOMER
SUCCESS
PRODUCT FEEDBACK
MULTI-TASKING NPS

44. In the end, data gives you the « what »
NPS GIVES YOU THE « WHY »

45. We are learning more
ON OUR CUSTOMERS, INCREASING SALES,
DECREASING CHURN, AND CREATING HAPPINESS.

46. Btw we are recruiting!
WE DO GREAT THINGS, WE HAVE FUN. JOIN US
Inbound Marketing Expert
Paid Acquisition Internship
UI Designer
Graphic Designer Internship
mention.workable.com

47. Thanks :)
Q: Can I have the slides ?
A: guillaumecabane@mention.com
Q: Who are you?
Guillaume: @guillaumecabane
Gilles: @gillesbertaux
Our Product: http://mention.com
Our Blog: http://blog.mention.com

48. Order your e-book now
BIT.LY/MENTIONEBOOK