Brighton SEO 2019 - Using data to keep your customers happy - Eli Zheleva
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In this talk, Eli Zheleva explains how to use data to better understand your customers – what they like and what they don’t. Use the data to improve the customer sentiment towards your brand, your business processes and increase revenue.
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Brighton SEO 2019 - Using data to keep your customers happy - Eli Zheleva
- 1. SLIDESHARE.NET/feefo_official USING DATA TO KEEP YOUR CUSTOMERS HAPPY ELI ZHELEVA // feefo // @feefo_official
- 2. Where would your business be right now if you had never lost a customer? #brightonSEO / @feefo_official
- 3. Who are you selling to?
- 4. It costs more to acquire a customer than to keep an existing one
- 5. Revenue is great. Profit is greater.
- 6. of consumers won’t engage with a business after a moment of brand disappointment 47% HubSpot
- 9. Your best sales person is your happiest customer
- 10. How do you keep hold of your customers? #brightonSEO / @feefo_official
- 12. Do you know what your customers think about you?
- 13. …Do you really know?! Do you know what your customers think about you?
- 14. Who wants to leave a perfect relationship?
- 15. Comscore → Don’t get caught in the organic stars trap!(By 2020, 50% of all searches will be
- 16. Get reviews→
- 17. → Don’t be scared of negative reviews
- 18. Look beyond the numbers and into the words →
- 20. → 99% of customers love the home delivery service Door-to-door customer service needs improvement → Some shoppers have strong environmental beliefs
- 21. Keep an eye on your competitors →
- 22. Listen to your team→
- 25. Focus on ROR→
Editor's Notes
- Most of the talks in the industry have been about algorithms and robots…’ but as if with all of that we’re forgetting about the people.
- whether you think you’re in a B2B business or a B2C business, let me remind you that we’re all in the H2H sector.
- Customer loyalty is vital for sustained business growth and the profit is greater for repeat business.
- Did you know that 47% of consumers won’t engage with a business after a moment of brand disappointment? With stats like this, it is key to provide excellent CX to your customers. Great CX is about understanding end-to-end customer journey.
- A proven way to transform CX is by gaining insights out of the data you have gathered. So you’ve guessed it, we’re back to data As if you can’t measure it, you can’t manage it. But if you can manage it, you can master it.
- This is the easiest thing you can do. Understanding your audience is vital
- If your CX is perfect, you don’t need to worry about the stars! A research by Bain and Company shows that as little as 5% increase in customer retention can increase overall revenue by as much as 95%.
- By asking for an honest opinion, you show your customers that you care. Reviews can give you an insight into whether your customers are having a good experience or a bad one. Collect feedback at every touchpoint
- Let me tell you a secret
- Once you have the data from the reviews you can start analysing it and gain insights. Using AI can help identify themes and trends within the feedback.
- Ask if Iceland are happy to use their data in the presentation
- benchmark yourself against other companies in your industry
- Often for existing customers it’s about education rather than sales, so we need to make sure we listen closely to what content really resonates with our audience and tailor it to fit their experience. Such content might be how to make the most of the product they have bought, or an exclusive webinar or tips from an industry influencer. Make them feel valuable in the way you communicate with them. No more “dear valued customer”. Use their first name, talk to them about their preferences. make them feel like they’re having a more personalised customer journey. It’s really important when it comes to CX! If you haven’t tried it already – check out the personalisation split test option from Google Optimize.
- If you’ve done the previous steps, the good news is that you’re half way there. If you’re already asking for feedback, you can add a simple question of “On the scale from 1 to 10 how likely are you to recommend us to others?” – this will give you some powerful insights.
- Use data-driven insights to enable you to make the right emotional connections with your audience and above all, focus on ROR.