Date post: | 07-Dec-2014 |
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Elastic Path™ Elastic Path™
Keeping Customers: Reducing Churn Through
Support and Upgrade Optimization
Featuring: Linda Bustos, director of ecommerce research and
author of the Get Elastic blog at Elastic Path Software
Elastic Path Software Inc.
June 15, 2012
Elastic Path™ Elastic Path™
Introducing Elastic Path Software
Digital Commerce for Innovators
• We help the world’s biggest brands sell digital goods and services
• We provide a flexible digital commerce platform and expertise in commerce
strategy and implementation
• #1 ecommerce blog www.getelastic.com
• For more on-demand digital commerce resources
www.elasticpath.com/resources
Elastic Path™ Elastic Path™
Preview
• Optimizing your web channel for existing
customers
• Self service
• Mobile tools
Elastic Path™ Elastic Path™
Optimizing for existing customers
Elastic Path™ Elastic Path™
Targeted selling
• Home pages typically tailored for new
customers
• Rarely recognize returning customers (vs.
visitors)
Elastic Path™ Elastic Path™
Serve content to identified customer visits
Elastic Path™ Elastic Path™
Clear upgrade call-to-action
Support links
Elastic Path™ Elastic Path™
Password tips
• Username should be phone number (wireless only)
– Otherwise email address
• Strong passwords
– state the rules, show an example
• Password hints
– Questions with only ONE possible answer (mother’s maiden name, birth city vs. favorite color, favorite teacher)
Elastic Path™ Elastic Path™
Social sign-on
Elastic Path™ Elastic Path™
Social sign-on
• Eliminate need for username / password
• Auto-authentication (when logged in to FB)
• Auto-fill community profile (forums)
• Connects the rest of your site socially
(downloads, device reviews, social gifting, etc.)
• Access to rich profile information (interests,
friends’ interests -> CRM)
Elastic Path™ Elastic Path™
Social sign-on - questions
• Is it secure?
• Does Facebook own consumer data?
• What if Facebook goes down?
• Will it work on mobile?
• Can it be reversed?
Elastic Path™ Elastic Path™
Member content – promote your app
Elastic Path™ Elastic Path™
Member content – upgrade and renewal promos
Elastic Path™ Elastic Path™
Device and plan selection Self service
Elastic Path™ Elastic Path™
Self Service
• 2 out of 3 customers prefer self service to
speaking to a live representative (Nuance
Research)
• 75% find it more convenient vs. 6% who find a
live rep more convenient
• Wait times, IVR menus, etc.
Elastic Path™ Elastic Path™
Navigating Support
Avoid long menu items
Nobody cares about common support topics
Users scan for trigger words
Elastic Path™ Elastic Path™
Navigating Support
Short, easy to scan flyout menu
Elastic Path™ Elastic Path™
Navigating Support Use your analytics
Elastic Path™ Elastic Path™
Support search
Promote social channel
Support search
Elastic Path™ Elastic Path™
Support search
• Natural language
• Synonyms (cultural)
• Misspellings
• Different ways to describe problems
– Renew minutes, top up minutes, add more minutes, reload, etc.
• Use your search logs and forum questions – yours and
competitors’
Elastic Path™ Elastic Path™
Search results - scoping
Elastic Path™ Elastic Path™
Elastic Path™ Elastic Path™
Elastic Path™ Elastic Path™
Scoping search
Elastic Path™ Elastic Path™
Try video results
Results should be readable at a glance
Elastic Path™ Elastic Path™
Scoping search
Elastic Path™ Elastic Path™
Avoid landing pages that look like promo pages
Elastic Path™ Elastic Path™
Images and video are more helpful
than text instructions
Elastic Path™ Elastic Path™
SEO
Get staff answering questions
Elastic Path™ Elastic Path™
Get feedback
Was this answer helpful?
Elastic Path™ Elastic Path™
Mobile tools
Elastic Path™ Elastic Path™
Mobile Tools
• SMS marketing program, renewal / upgrade
notice
• Account management apps
• Extras
Elastic Path™ Elastic Path™
Current cycle
View and pay bills
Elastic Path™ Elastic Path™
3rd party apps built with API
Elastic Path™ Elastic Path™
Make calls to action clear
Make tappable areas large enough
Elastic Path™ Elastic Path™
Promotions on home page
Elastic Path™ Elastic Path™
Bold calls to action
throughout
Elastic Path™ Elastic Path™
Conspicuous upgrade info
Elastic Path™ Elastic Path™
Most apps don’t
currently support in-
app upgrade
Elastic Path™ Elastic Path™
Value adds like wifi finder
Expand / collapse menu
Elastic Path™ Elastic Path™
Advanced
• Smart-controls for family packs (limit kids’ text
data and voice)
• Tablet shared account control
• View past bills
• View itemized bills
• Support for business customers
• Security over wifi
Elastic Path™ Elastic Path™
Gift a payment
Elastic Path™ Elastic Path™
Sprint TV
Elastic Path™ Elastic Path™
Elastic Path™ Elastic Path™
Elastic Path™ Elastic Path™
Wrap-up
• Keeping customers means supporting the
relationship through the contract period (or
month-to-month)
• Customers prefer self-serve, but usability
challenges make many web self-serve tools
painful
• Mobile apps are replacing web self-serve, make
sure they replicate as much web functionality as
possible
Elastic Path™ Elastic Path™
Questions
1.800.942.5282 (toll-free in North America)
www.elasticpath.com
For more on-demand digital commerce resources
www.elasticpath.com/resources