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