Keeping customers reducing churn through support and upgrade optimization
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In the competitive telecommunications market place, business leaders are tasked with reducing customer churn, increasing conversion and boosting customer lifetime revenue. However, retaining and engaging mobile and broadband customers involves more than just optimizing the upgrade and renewal process. Telecoms must support the customer relationship over the lifetime of the contract through top-notch self-service tools.
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Keeping customers reducing churn through support and upgrade optimization
- 1. Elastic Path Software Inc. Keeping Customers: Reducing Churn Through Support and Upgrade Optimization Featuring: Linda Bustos, director of ecommerce research and author of the Get Elastic blog at Elastic Path Software June 15, 2012 Elastic Path™
- 2. Introducing Elastic Path Software Digital Commerce for Innovators • We help the world’s biggest brands sell digital goods and services • We provide a flexible digital commerce platform and expertise in commerce strategy and implementation • #1 ecommerce blog www.getelastic.com • For more on-demand digital commerce resources www.elasticpath.com/resources Elastic Path™
- 3. Preview • Optimizing your web channel for existing customers • Self service • Mobile tools Elastic Path™
- 4. Optimizing for existing customers Elastic Path™
- 5. Targeted selling • Home pages typically tailored for new customers • Rarely recognize returning customers (vs. visitors) Elastic Path™
- 6. Serve content to identified customer visits Elastic Path™
- 7. Support links Clear upgrade call-to-action Elastic Path™
- 8. Password tips • Username should be phone number (wireless only) – Otherwise email address • Strong passwords – state the rules, show an example • Password hints – Questions with only ONE possible answer (mother’s maiden name, birth city vs. favorite color, favorite teacher) Elastic Path™
- 10. Social sign-on • Eliminate need for username / password • Auto-authentication (when logged in to FB) • Auto-fill community profile (forums) • Connects the rest of your site socially (downloads, device reviews, social gifting, etc.) • Access to rich profile information (interests, friends’ interests -> CRM) Elastic Path™
- 11. Social sign-on - questions • Is it secure? • Does Facebook own consumer data? • What if Facebook goes down? • Will it work on mobile? • Can it be reversed? Elastic Path™
- 12. Member content – promote your app Elastic Path™
- 13. Member content – upgrade and renewal promos Elastic Path™
- 14. Self service Device and plan selection Elastic Path™
- 15. Self Service • 2 out of 3 customers prefer self service to speaking to a live representative (Nuance Research) • 75% find it more convenient vs. 6% who find a live rep more convenient • Wait times, IVR menus, etc. Elastic Path™
- 16. Navigating Support Users scan for trigger words Nobody cares about common support topics Avoid long menu items Elastic Path™
- 17. Navigating Support Short, easy to scan flyout menu Elastic Path™
- 18. Navigating Support Use your analytics Elastic Path™
- 19. Support search Promote social channel Support search Elastic Path™
- 20. Support search • Natural language • Synonyms (cultural) • Misspellings • Different ways to describe problems – Renew minutes, top up minutes, add more minutes, reload, etc. • Use your search logs and forum questions – yours and competitors’ Elastic Path™
- 21. Search results - scoping Elastic Path™
- 22. Elastic Path™
- 23. Elastic Path™
- 25. Results should be readable at a glance Try video results Elastic Path™
- 27. Avoid landing pages that look like promo pages Elastic Path™
- 28. Images and video are more helpful than text instructions Elastic Path™
- 29. SEO Get staff answering questions Elastic Path™
- 30. Get feedback Was this answer helpful? Elastic Path™
- 32. Mobile Tools • SMS marketing program, renewal / upgrade notice • Account management apps • Extras Elastic Path™
- 33. Current cycle View and pay bills Elastic Path™
- 34. 3rd party apps built with API Elastic Path™
- 35. Make calls to action clear Make tappable areas large enough Elastic Path™
- 36. Promotions on home page Elastic Path™
- 37. Bold calls to action throughout Elastic Path™
- 38. Conspicuous upgrade info Elastic Path™
- 39. Most apps don’t currently support in- app upgrade Elastic Path™
- 40. Value adds like wifi finder Expand / collapse menu Elastic Path™
- 41. Advanced • Smart-controls for family packs (limit kids’ text data and voice) • Tablet shared account control • View past bills • View itemized bills • Support for business customers • Security over wifi Elastic Path™
- 42. Gift a payment Elastic Path™
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- 45. Elastic Path™
- 46. Wrap-up • Keeping customers means supporting the relationship through the contract period (or month-to-month) • Customers prefer self-serve, but usability challenges make many web self-serve tools painful • Mobile apps are replacing web self-serve, make sure they replicate as much web functionality as possible Elastic Path™
- 47. Questions For more on-demand digital commerce resources www.elasticpath.com/resources [email protected] 1.800.942.5282 (toll-free in North America) www.elasticpath.com Elastic Path™