NPS TO CUSTOMER HAPPINESSHow did we reduce churn by half in only 2 months.

GUILLAUME CABANEHead of Marketing @ Mention

GILLES BERTAUXGrowth Specialist @ Mention

I HELP STARTUPS

#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

WE DIDN’T KNOW MUCH ABOUT OUR USERS

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

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

I AM A DATA FREAKBut looking at data brings you only to a certain

point. It tells you what, but not why.

To understand our users, and given our volumeIT HAS TO BE AN AUTOMATED PROCESS.

1 2 3 4 5 6 7 108 9

NPS: NET PROMOTER SCOREHow likely is it that you would recommend our

service to a friend or colleague?

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 !

BENEFITSGetting the data enables some serious correlation analysis :

6

7

SocialMediaExaminer MakeUsOf

5.6

6.7

+26% satisfaction !

COOL, BUT…Culturally insensitiveLow predictive validityLess accurate than a composite index of questionsWe are not really « understanding » the customer

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

It’s an excuse to ENGAGE THE CUSTOMER INTO

MORE SPECIFIC QUESTIONS

This is why we came out with our firstQUICK & DIRTY NPS-MVP SOLUTION

Let’s take a deep dive intoOUR NPS PROCESS

Email sent to all users 1 day after free trial ended

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)

User IDEvent nameScore valueUser segmentation

kmi={{email}} kme=Answered NPS Surveykm_NPS Score=10km_NPS type=free

next=freeform_entry.729634105={{email}}form_entry.540215436=10 (Great)

User segmentationUser IDScore value

Now, how do we use thatFOR OUR CONVERSION PROBLEMATICS

« 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

RESULTSCumulated number of upgrades for NPS respondents.

Month 1 Month 2 Month 3

x2x3

x3.5

The results werePRETTY IMPRESSIVE

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. »

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.

Now brace yourselves forTHE BIG RECAP

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

Handled by handUpgraded NPS Survey

1 month after

NPS AS A CHURN REDUCTION PROCESS

Handled by handUpgraded NPS Survey

1 month after

CHURN REDUCED BY HALF. BOOM.

NPS AS A CHURN REDUCTION PROCESS

Handled by handUpgraded NPS Survey

1 month after

BUT WE STILL HAD SOME SERIOUS PAINS…

Response time = 10 days

We had some serious issues in scaling thisHUMANS DON’T SCALE

And guess what…WE MADE IT EVEN BETTER

Retargeting E-mails

NPS E-mails

Click sends to hosted form on mention.com

Store to SegmentSync w/ Customer.io

Send 1 day after trial expirationSends ID + Score

Reads row

Pushes NPS results

FORM COMPLETION X2RESPONSE TIME /3

But things could be smoother, we had toOPTIMIZE THE TUNNEL + BETTER IN-APP NPS UX

And in a few daysWE’LL MAKE IT EVEN MORE AWESOME

Retargeting E-mails

Click redirects to app w/ prefilled data

Sends w/ data parametersFull Integration

Full IntegrationFull Integration

Full Integration

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

Answer Rate

Qualitative HandlingAutomation

But remember, NPS process is also GOOD FOR YOUR PRODUCT

REACHING OUT GETTING DATA CUSTOMER

SUCCESS

PRODUCT FEEDBACK

MULTI-TASKING NPS

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

We are learning more ON OUR CUSTOMERS, INCREASING SALES,

DECREASING CHURN, AND CREATING HAPPINESS.

Btw we are recruiting!WE DO GREAT THINGS, WE HAVE FUN. JOIN US

Inbound Marketing ExpertPaid Acquisition Internship

UI DesignerGraphic Designer Internship

mention.workable.com

Thanks :)

Q: Can I have the slides ?A: guillaumecabane@mention.com

Q: Who are you? Guillaume: @guillaumecabaneGilles: @gillesbertauxOur Product: http://mention.comOur Blog: http://blog.mention.com

Order your e-book nowBIT.LY/MENTIONEBOOK