Driving Lifelong Customer Devotion

With Loyalty Campaigns

Michael MothnerFounder & CEO

Wpromote

Presenters

Jordan GarnerDirector of Marketing

Trustpilot

AgendaIntro to Trustpilot & Wpromote

Why Customer Loyalty Matters

Driving Great Customer Experience

Campaigns & Metrics

#Winning Brands

Your Homework Assignment

Q & A

Introduction to Trustpilot & Wpromote

Who is Trustpilot?Online community & business solution connecting consumers & businesses

via reviews

140,000 reviewed websites

26,000 websites get new

reviews/month

22 million online reviews

700,000 new reviews/month

Reviews from 120 countries

72 million visitors/year

7 million unique visits/month

Over 1 billion

impressions/month

For Businesses:For Consumers:Why does Trustpilot Exist?

Open online review community to read, write, and engage with authentic reviews

to provide trustworthy customer experience information and make

better buying decisions.

Solution to implement an automated review collection strategy, moderate and

engage with reviews, and leverage reviews to accelerate business improvement and growth.

The Trustpilot Business Solution

BRAND BUILDEREstablish a trusted brand

MARKETING ACCELERATOR

Maximize digital ROI

INSIGHT GENERATOR

Improve customer experience

Retail Services

Finance

Wpromote Experience

What Is Customer Loyalty?

Both an attitudinal and behavioral tendency to favor one brand over all others, whether due to satisfaction

with the product or service, its convenience or performance, or simply familiarity and comfort with the

brand.

What drives Customer Loyalty?“Customer loyalty is the result of consistently positive

emotional experience, physical attribute-based satisfaction and perceived value of an experience, which

includes the product or services.

To build customer loyalty, customer experience management blends the physical, emotional, and value elements of an experience into one cohesive

experience.”

Customer experience drives customer loyalty!

Why Is Customer Loyalty Important?Excellent Customer Experience

Retention Loyalty

Consumers continue to purchase from

one provider

Enrichment Loyalty

Consumers buy more goods/services from

the provider

Advocacy Loyalty

Consumers pass on their positive

experiences to friends

$$$

$$$

$$$

The Math Behind Customer ExperienceGreat Customer

ExperienceOn average…- Return customers cost 10

times less to acquire than new ones

- Return customers spend 2/3’s more than new ones

- Happy customers will recommend a provider to 3 friends

Poor Customer Experience

On average…- Only 4% of unhappy customers

proactively speak up

- 79% of unhappy customers would take their business to a competitor

- 13% of unhappy customers will tell more than 20 people

Customer Loyalty Grows…

The Holy Grail – AdvocacyWhen customers or influencers are willing to publicly

support, endorse, or recommend your company, products, or services.

…when your customers start doing your marketing for you.

A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.

- Scott Cook, co-founder, Intuit“

The Age of the Consumer

Companies must become customer obsessed and the only sustainable competitive advantage is knowledge and engagement with customers.

“-Forrester Research

1. Make customers feel valued ask how things went, listen to their response, and understand their perspective

2. Resolve customer problems quickly expectations are high so be sure to exceed them, learn and iterate to improve

3. Talk to customers in plain language avoid info overload, simplify and focus on what customers care about

3 Core Dimensions of Customer Experience

Customer Reviews!

Proactively ask ALL customers for reviews- Make sure your tone shows that you care- Ensure the timing and the vehicle is right for customer journey- Optimize Invitation reminders, send time, invite personalization

Create an internal process for listening, moderating, & acting on feedback- Set up notifications for new reviews to correct personnel- Consider building in review response & resolution to existing

customer service, social listening, or CRM tools (ZenDesk integration)- Report regularly to relevant teams on progress

1. Make customers feel valued

Impact of Asking for Reviews Proactively

NOT asking for reviews:50/50 split positive/negative at

best(likely many more negative

reviews)

Proactively asking for reviews:83% positive reviews

More balanced representation of a business

• Desired focus of feedback?• Collection vehicle?• Timing?• Call-to-Action?• To incent or not to incent?• Reminders?• Where to collect reviews?

Considerations for Review Collection

Implementing a Proactive Collection Strategy

1 Design a collection flow in your existing customer journey to align with your goals

2 Measure the results, optimize the collection rate, & iterate(increase response increased avg rating)

3Identify your org’s goals for a proactive review strategy

NEVER STOP ASKING!

2. Resolve customer problems quickly Respond to reviews quickly – show customers you are listening

Positive reviews – delight them with a personal response, great reinforcement to come back soon

Negative reviews – respond, follow up privately, resolve issues, update?

Not everything can be resolved, but everything can be addressed!

Goal: resolve as many issues as possible in a cost-effective manner, while scaling the learnings to correct fundamental process/strategy flaws

PRO TIP: Don’t forget 3-star reviews – they are usually the easiest to fix!

Content of ResponsesAlways apologize

Address customer concerns directly

Give the customer a forum for follow-up

Consider also reaching out privately – not everything should be discussed in a public forum

PRO TIP: Ask the reviewer to update their review if resolved…

A Example:

1 Positive

Tone of Review Responses

2 Personal3

Professional4 In line with your brand

• Resolving issues for unhappy customers to win them back

• Encouraging happy customers to be return customers• Promoting customer advocacy among brand champions• Showing that your company cares & takes reviews

seriously• Giving your company a chance to build a brand voice

Benefits of Responding to Reviews

= REVENUE(remember to actually ACT on the insights you uncover)

Use your reviews to understand how your best customers talk about your product/service and use this language to craft better messaging

Check yourself: are customers echo-ing the words in their reviews that you use in marketing, in your product, etc.?

Use reviews to inspire language throughout the customer journey and in all of your channels (email, social, website, re-targeting)

Learn what you do BEST from reviews – make these CX differentiators

Goal: more effective marketing/messaging & better expectation-setting

PRO TIP: UGC review-content shared on your site can help SEO!

3. Talk to customers in plain language

“It's great to have a one-on-one connection with customers by responding to reviews, but it's equally important that we pay attention to the language customers use when speaking about us. If our customers are repeating our language, then they understand our messaging. If they’re not, then we adopt their language. By doing this, we can better relate to the millions of people who could use our solution.”

David Rostan, Head of Organic Marketing

Create high-success referral programs by targeting positive reviewers

Create high-success loyalty campaigns by targeting positive reviewers with campaigns designed to get them back faster and spending more

Drive retention by targeting negative reviewers with bigger rewards for giving you a second chance – then, make SURE to over-deliver

Consider trends in the types of customers that consistently give you positive reviews vs. negative reviews – shift your targeting for the traits that typically end up in happy customers and watch your LTV increase!

Build an internal culture of reviews – make reviews transparent, team contests & goals, individual awards/compensation, leadership team!

BONUS ROUND: Use reviews for next-level CX

All Star Brand:

All Star Brand:

All Star Brand:

All Star Brand:

Types Of Loyalty Campaigns

Review Campaigns Acquisition Campaigns Engagement Campaigns

There are a few main types of loyalty campaigns you can set up, depending on what kind of KPI’s you’re looking for. A few common ones are:

Review CampaignsEmail signatures, CTAs, & links on website are great opportunities to ask for reviews.

Include information in your emails about reviews and link to review sites or social media where a customer can leave a review.

Include social media icons and links on your website that can take visitors directly to the review site that you are promoting. Also be sure to include a strong CTA!

Review CampaignsSending dedicated review emails to customers post-transaction is a great way to get honest feedback and hopefully great reviews!

Acquisition CampaignsThese campaigns focus on creating Long Term Value from your loyal customers.

Win Back Emails

VIP & Loyalty Programs

Friends & Family Promotions

Exclusive Products

Similar Product Suggestions

Remarketing Campaigns To Past

Purchasers

Acquisition CampaignsWin-back email campaigns are a great way to bring once interested customers, back to your brand. Offering a discount or deal is a great way to win that customer back!

Acquisition CampaignsMember Benefits or VIP Perks encourage customers to keep coming back to your brand. Offering incentives for special events or repeat purchasing will keep those customers engaged with your brand for the long term.

Engagement CampaignsEncourage customers to engage with your brand. Ask them to post photos wearing your products or visiting your locations. Consider hosting contests for customers that engage with your brand.

Metrics & KPIsWhen implementing these campaigns for the first time, it is important to be prepared to track metrics and understand what KPIs you’re looking for. Some example of relevant KPIs include:

Customer LTV

Customer Equity

Time To Second & Third Purchases

Retention Rates

Winback Rate

Micro-ConversionsConsider tracking micro-conversions in order to optimize toward the best kinds of customers.

For example, optimize for the kinds of customers that create accounts instead of just check out as guests, or that follow you on Twitter/Instagram or who share your branding messages on social media.

These are more sticky/loyal customers, and these sorts of actions translate into higher LTVs.

- Mission: Get customers talking about their positive customer experiences- Strategy: Capture customer attention both when they mess up and when they’re crushing it

by sending both happy and unhappy customers a surprise gift- Goal: Turn unhappy customers into happy customers; turn happy customers into advocates- Starting with $100k budget, with the goal to reach more than 50k customers in 6 months- Linking program to additional training for the entire Customer Service team3 Categories of Gift-Giving:1. I’m Sorry: CS agent can offer one of the following if there was an issue: gift cards, handwritten letters,

free products, rush shipping, flowers, necklace, loyalty points, or can put in a request to do something more

2. Thank You: for top customers, can offer the same gifts as above “just because”

3. WOW Experiences: for brand fans (top 10% of spenders), can receive awesome gifts life VIP treatment, entire bill paid, makeovers, personal assistant, fancy dinner, etc. hope is that they share!

Launched the Surprise & Delight Program to over-deliver on customer experience, nurture loyalty, & build advocacy through unexpected

experiences.

- Challenge: To hit company goals, need to continue to drive >40% of total revenue via return business, however time to second purchase is very long how can their team drive memorable customer experience every time to ensure customers return?

- Adopted a policy of responding to all customer reviews, good and bad, within 24 hours; negative reviews resolve the issue quickly; positive reviews delight customer

- All 1, 2, and 3 star reviews are escalated further to an Operations Manager; most issues are not reported by the customer otherwise, so proactive review collection is crucial for capturing and resolving customer issues that would otherwise go un-known

- Task force meets weekly to discuss the root cause of issues and make action plan to correct- Daily “Pulse” meetings celebrate & learn from positive, share & learn from negative- Customer service reps work on a team commission program based on their Trustpilot

TrustScore- Referral program targeting positive reviewers giving cash/credit for referrals (email & on-site)

Increasing return business through meaningful customer experiences, by using reviews to drive internal processes, strategy, and team goals.

- Mining content of positive reviews for customers to target for further campaigns- Referral campaign: targeting 4 & 5 star reviewers that used the word “recommend”- Tracking engagement, return business, etc. of positive reviewers and garnering learnings to

turn more customers into happiest customers- Using more specific product review content to target return customers to cross-sell,

encourage faster 2nd purchase, etc.

Launched the Surprise & Delight Program to over-deliver on customer experience, nurture loyalty, & build advocacy through unexpected

experiences.

Your Homework

Implement a proactive review collection strategy & optimize your response rate

Monitor your reviews – respond & resolve issues, learn from trends

Set up win back emails & other relevant acquisition campaigns

Determine your customer LTV & what your willing to invest

Leverage your brand advocates!

Q&A