The Two Ways to Fill the Customer Feedback Gap that’s Crippling Your Online Business
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The Two Ways to Fill the Customer Feedback Gap that’s Crippling Your Online Business Lars Lofgren Marketing Analyst - February 2013 [email protected] - Confidential - Do not distribute
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Transcript of The Two Ways to Fill the Customer Feedback Gap that’s Crippling Your Online Business
The Two Ways to Fill the Customer Feedback Gap that’s Crippling Your Online Business
Lars LofgrenMarketing Analyst - February 2013 [email protected] - Confidential - Do not distribute
@larslofgren #KISSwebinar
We’ll cover...
The major downside of online businesses1
Two ways to overcome this gap2
Q&A3
DO YOU KNOW YOURCustomer?
Brick and mortar has a BIG advantage...
So there’s this sushi place I go to regularly
They greet me by name every time
Sometimes I forget to order miso soup...
They recommend new rolls that I’d like
Personalized greeting1
Helpful reminders2
Customized service3
Here’s what they do every time:
The Bottom Line
They provide amazing service because they know who I am.
WHAT ABOUT ONLINEBusiness?
Where’s your customer?
We face a major gap
Customers get lost in our data
We know what’s happening...
But not who’s doing it.
This creates some problems...
Your product isn’t as useful as it could be.
Your marketing doesn’t resonate.
Customers get bored.
You’re not growing nearly as fast as you could.
BRIDGING THEGap
Method #1
TALK TO YOURCustomers
Talking to customers doesn’t happen by accident
And email isn’t good enough
Start by interviewing 10 customers
10
Focus on the problem1
Don’t sell anything2
Use ScheduleOnce for scheduling3
Look for trends to act on4
Best practices for interviews
Repeat for new markets, features, and products
What if customers don’t respond?
If B2B, offer a free consultation
If B2C, offer a free lunch
What about usability tests?
Which features to focus on1
Main objections of your target market2
3
What usability tests can’t tell you
The copy that will resonate the most
Method #2
CONNECT YOUR DATA TOCustomers
Get customer analytics
Every data point needs to be tied to an individual
Where that person originally came from1
All the purchases they’ve made2
How they use your site/app3
The exact workflow4
You want to know:
Let’s look at some examples
Marketers: Get the ROI of your traffic sources
Product Managers: Know what to improve
Sales Reps: Know what leads are interested in
Where can we find customer analytics?
VIP KISSmetrics Demo
go.kissmetrics.com/webinar-14
When looking at customer analytics platforms...
Make sure that the data gets tied to individuals for the long term.
Q&A Time!
For more info on KISSmetrics contactRossi Khoung
[email protected](415) 800-4156
Lars [email protected]
@larslofgren
