#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
Head of Marketing @ Mention
GILLES BERTAUXGrowth Specialist @ Mention
GUILLAUME CABANE
I AM A DATA FREAKBut looking at data brings you only to a certain
point. It tells you what, but not why.
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 MakeUseOf
5,6
6,7
+26% satisfaction !
COOL, BUT…Culturally insensitive Low predictive validity Less accurate than a composite index of questions We are not really « understanding » the customer
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 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
« 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
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.
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
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
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
Retargeting E-mails
Click redirects to app w/ prefilled data
Sends w/ data parametersFull Integration
Full IntegrationFull Integration
Full Integration
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
Thanks :)
Q: Can I have the slides ? A: [email protected]
Q: Who are you? Guillaume: @guillaumecabane Gilles: @gillesbertaux Our Product: http://mention.comOur Blog: http://blog.mention.com