Customer Success for Startups in SaaS and E-commerce

Making Your Funnel Work
Customer Success

Recap
© https://e-commercemanagers.com 2
Customer Success

© https://e-commercemanagers.com
Report
Automate
Optimize
Customer
Journey Map
Measurement
Plan
Analytics
Implementation
Run Business
(ads, content,
leads, etc)
1A: OPTIMIZATION FRAMEWORK
3
Customer Success

1B: KPI’s + CRO + Marketingstack
4
Customer Success

2A: CONTENT MARKETING
5
Customer Success

2B: LEGAL
6
GDPR
 Timestamp, channel and reason for opt-in
 Limit data collection
 Opt-in only
CCPA
 Follow GDPR and in most cases you will be fine
Copyright
 Negotiate when you can
 Protect your brand and designs
Customer Success

3A: GOOGLE ANALYTICS + GOOGLE TAG MANAGER
7
Google Analytics
 Use filters in your Views to exclude IP adresses of internal users
 Use Goals to measure critical steps in your customer journey
 Use UTM tracking parameters to measure your traffic sources
 Use Event tracking to measure onsite behaviour
 Use Segments to slice up the behaviour of groups of users
Google Tag Manager
 Run all (including GA) your external scripts in one place
 Implement pixels and scripts without the help of a developer
 In most cases: speed up the loadtime of your website
Customer Success

SEO
Overview
Onpage
Content
Keywords
Semantics
UX metrics
Multimedia
Outbound
links (i/e)
Architecture
URL structure
Internal links
Microdata
Loadtime
SSL
Offpage /
Linkbuilding
Relevancy
Keywords Semantics
Anchor text
Webpage
Website
Importance
Topical
authority
Likeability
Social signals
Citations
(unlinked
mentions)
Customer Success

APP MARKETING
Search
E-mail
Social
Ads
Website App Store App
Inapp
Push
E-mail
SMS
Ads
Traffic sources
User-Engagement
Customer Success

LANDING PAGE OPTIMIZATION
Customer Success

TRIALS – BEST PRACTICES
Trials
 Don’t ask for creditcard details starting your
trial
 If you want correct e-mail addresses, send
them a confirmation email with login link
 If you need phone numbers for outbound
reasons, send them an SMS code with
verification
 Call them while they are logged in, in their first
session!
 In follow-up sequence (during trial period):
focus on functionality, features and
integrations
 Only when logged in several times, during trial,
also send upgrading and pricing information
 Serious trial (several logins and several events)?
Offer trial-extension
Customer Success

MONTHLY ACTIVE USERS
 2020
Monthly active users (millions)
Facebook 2.700
Youtube 2.000
Whatsapp 2.000
Facebook Messenger 1.300
Instagram 1.158
Reddit 430
Pinterest 416
Twitter 353
Quora 300
Linkedin 260
Customer Success

Example leadscoring and nurturing lifecycle (18 months)
Contentcategory Item/page Points
Productpages features 5 5 5
pricing 10 10
integrations 5 5
news 5
Live demo 1-to-1 50 50
Teammember 70 70
IRL Events Summit A 30 30
Conference B 30
Live webinars Best practices 20 20 https://e-commercemanagers.com
Implementation 20 20
Telling your team 25 25
Video How to one 15
How to two 15 15
How to three 15
Download (reg wall) Top 10 benefits 10 10
What to look for 10
Trends 2020 10 10
Gartner report 10 10
Newsletter Per open 5 5 5 5 5 5 5 5 5 5 5 5
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
Source Points that months 10 25 5 25 0 5 25 0 5 35 5 5 50 25 10 100 5 5
Organic search Points accumulated 10 35 40 65 65 70 95 95 100 135 140 145 195 220 230 330 335 340
E-mail flows
On site pop-up
Retargeting campaign
Outbound call sales
LEAD-
NURTURING
Customer Success

CONVERSION
Conversion
 Payment methods
 Invoicing
 Guarantees
 Return policies
 Monthly / Yearly contract
 Monthly / Yearly payment
 B2B: readable T&C
 Security standards
 Member Organizations
 GDPR Proccessing Agreement
ONBOARDING
Content
 Helpcenter
 FAQ
 Product video’s
 Webinars
 Lessons / educational content
 Screenshots
 Chat
Process / flow
 Product tour (optional flow)
 Screen sequences (forced flow)
 Visual pointers
 Trial content
 Checklists
 E-mail support
 Product Analytics
 Marketing automation flows
Customer Success

Customer Success
Customer Success

CUSTOMER SUCCESS
 Definition
 Customer success vs customer support
 Strategy
 KPI’s
 Example dashboard
 NPS
 Where to start
Customer Success

WHAT IS CUSTOMER SUCCESS
Customer Success is a long-term,
scientifically engineered, and
professionally directed business strategy
for maximizing customer and company
sustainable proven profitability.
Source
Customer Success Association
Put simple:
Do your customers get the Desired
Outcome by using your product?
Customer Success

CUSTOMER SUCCESS vs CUSTOMER SUPPORT
Customer Success
Support Success
Mission React to and solve customer problems
quickly
Plan and ensure a succesfull customer
lifetime value
Approach Time-sensitive, reactive Long-term, pro-active
KPI’s # of cases, NPS, CSAT Retention, CLV, Upsell value, usage
Financial Cost center, efficiency Revenue center, growth
Alert to Problems Opportunities
Jobs/tasks Technical support, knowledge base CX, upsell, cross-sell, adoption
Source: Hubspot

CUSTOMER SUCCESS STRATEGY
Planning
 Customer segmentation
 Operating plan
 Revenue and budgetplan
 Customer Lifecycle Management
Process
 Onboarding
 Value creation and communication
 Opportunity Management
 Advocacy process
Customer Success
People
 Roles and responsibilities
 Organizational design
 Compensation and quota design
 Channel success
Performance conditions
 Enablement
 Operations
 Tech stack
Source: Salesbenchmarkindex

CUSTOMER SUCCESS STRATEGY
Customer Success
Source: 2checkout.com

CUSTOMER SUCCESS KPI’s
1. Portfolio Growth (Absolute Portfolio growth in MRR terms = Expansions + Upgrades +
Renewals – Downgrades – Contractions – Churn)
2. MRR Retention Rate (ex new accounts)
3. Account Retention Rate
4. Referrals (Word of Mouth)
5. Increase in Product Adoption (using more features more frequently)
6. Lower number support tickets (better product, better content, better processes)
7. Faster onboarding (organizational time spend per onboarding new clients)
8. Number of monthly onboarding (finished onboardings, usage of key features, etc)
9. Improved Product Stickyness (time spend + feature usage)
Customer Success

CUSTOMER SUCCESS DASHBOARD
Customer Success
Source:
Strikedeck

NPS (Net Promotor Score)
 Loyalty metric (though Promotors are spontaneous promotors, so growth)
 Mostly presented as score, while it should be a process/fase metric
 Is an expectation metric
 Predictor
 Not behaviour based, but on surveys
Alternatives
 CLV Customer Lifetime Value
 Repurchase ratio
 Upsell ratio
 If you start relying on NPS benchmark and monitor them continuously against behavior based
metrics like Average Review, Branded search, Churn and check it’s trustworthiness.
Customer Success

CUSTOMER SUCCESS – WHERE TO START
 Provide all the content customers need to help themselves
 Measure interactions with your product (app/website/platform)
 Define (and redefine) what ‘getting value out of your product’ means for your customers
 Define (and redefine) what early warning indicators are for customers NOT ‘getting value out
of your product’
 Do proactive outreach to those customers who are in danger
Your staying (loyal) customers: what can you sell them
 More (upsell + cross sell)
 More often (frequency)
 Less cost intensive (efficiency)
 Advocacy (more customers)
 Once volumes / proven routes kick in: automate
Customer Success

THE END
 Next session Wednesday, about:
 7B: Retention
 Tomorrow content will be uploaded and send to you by e-mail
Customer Success

Customer Success for Startups in SaaS and E-commerce

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