Prevailing wisdom says to make your customers happy. Is this true?
In The Effortless Experience, making your customers happier makes them more loyal.
But in practice, you can make customers really happy and they still churn.
On the flip side, really angry customers that complain all the time in your support can stick around forever.
Why is this?
We stay in a relationship when something is good enough.
There's a difference between meeting the needs of the customer and delighting the customer. By meeting your customer's needs, you're already doing the most economically viable thing you can do.
In all these examples, the company is great, but there's a problem with the customer.
What did they do?
These changes help users use the product more, use more features, and work more independently.
These are all metrics of effective adoption. Don't ask if your customer is happy, measure how
You're the expert in the room - help your customer succeed!
What does a sales person look like in your mind?
The most effective form of sales is to help people. Don't pitch your product with a slide deck, help your customer with their strategy to succeed.
Good customer success plans measure ROI for the customer. Upselling/cross selling rate, rate of adoption, # of meetings, NPS, milestones achieved, and customer churned are all internal measurements that don't measure the core of how much you're actually helping your customer.
Successful sales calls spend the call listening, and the very end of the call making recommendations.
Most people would activate, but if not they fell into a Drip campaign
Typically, sometime before you charge a user you send the user an email letting them know they're going to get a bill.
If you get fancy, you might inject some dynamic stuff showing the user how much they used the product.
The unconventional way is to have a relationship with each customer and when it's time to renew, you upsell them. This upsell needs to be based in what the customer's need is.
(P.S. If you’re having trouble scheduling meetings with your prospects and customers, book Anna at anna.youcanbook.me)
Do you have tips on getting users into demos and then converting customers?
Look at how much stickiness you introduce in the trial phase.
For demos: make it prominent in your site, include it in your emails, put it everywhere.
For converting: force education. Don't give users the option of not scheduling an onboarding session. Make it mandatory.
I'm sending out a beautiful PDF eBook of notes from every MicroConf 2018 Starter and Growth talk – both Speaker and Attendee. Want a copy?