1. Overview
1.1. welcome!
1.2. Quick background
1.3. The "secret" to a profitable & scalable membershipsite
1.4. What we're going to cover
2. The Retention Framework
2.1. Overview
2.1.1. What's an NPS Survey
2.1.1.1. How likely are you to recommend [Product] to a friend or colleague?
2.1.1.2. Scale: 1-10
2.1.1.2.1. Detractors (0-6)
2.1.1.2.2. Passives (7-8)
2.1.1.2.3. Promoters (9-10)
2.1.1.3. Open ended question: "What is the most important reason for your score?"
2.1.2. Why you should use it
2.1.2.1. Gauge Customer Happiness
2.1.2.2. Simple feedback loop
2.1.2.3. Why customers like/dislike your product
2.1.3. Example
2.2. Phase 1: Setup & launch survey
2.2.1. Frequency
2.2.1.1. We send the survey on a quarterly basis
2.2.1.2. You can automate it and send it on day 29
2.2.1.3. 7 day trial
2.2.2. Tools
2.2.2.1. Promoter.io
2.2.2.1.1. First 250 surveys for free
2.2.2.2. Other tools
2.2.3. Segmentation
2.2.3.1. By product
2.2.3.2. By price point
2.2.4. Send email
2.2.4.1. benefit-driven
2.2.4.2. keep it simple & short
2.2.4.3. Send another email after 3 day
2.3. Phase 2: Follow up & Collect Data
2.3.1. Follow up (3 ways)
2.3.1.1. Partial feedback
2.3.1.1.1. Promoters
2.3.1.1.2. Passives
2.3.1.1.3. Detractors
2.3.1.2. Short feedback
2.3.1.2.1. Thank you for your feedback. Can you expand a little bit on what you mean by "X"? That way I can take your feedback and improve on the product for you.
2.3.1.3. Complete feedback
2.3.1.3.1. send email to setup an interview
2.3.1.3.2. Focus on promoters (80% of interviews)
2.3.2. Setup interviews
2.3.2.1. Use online calendar
2.3.2.1.1. acuityscheduling.com
2.3.2.2. Use Skype/phone for interviews
2.3.3. Conducting interviews
2.3.3.1. Duration: 10-15 minutes
2.3.3.2. Record it (get permission)
2.3.3.3. Have an outline
2.3.3.3.1. Customer segments
2.3.3.3.2. Problems they want to solve /we’re solving
2.3.3.3.3. New Features
2.3.3.3.4. Issues
2.3.3.3.5. Case Studies/Testimonials
2.3.3.4. Dig deep
2.3.3.5. Let them speak
2.3.3.6. Add notes immediately after the call
2.4. Phase 3: Analyzing Data
2.4.1. Download data & clean it up
2.4.2. Organize Spreadsheet
2.4.2.1. Email
2.4.2.2. Name
2.4.2.3. Score
2.4.2.4. Comment
2.4.2.5. Benefit 1, 2, 3
2.4.2.6. Issue 1, 2, 3
2.4.2.7. Feature Request 1, 2,3
2.4.3. categorize responses (you can also create a pivot table)
2.4.4. Summarize results
2.5. Phase 4: Optimization
2.5.1. Brainstorm solutions
2.5.1.1. Setup a meeting to discuss insights & brainstorm solutions
2.5.1.1.1. send data before meeting
2.5.1.2. Create spreadsheet & have each member add their ideas
2.5.1.3. Score each idea ICE & priortize
2.5.1.3.1. Impact
2.5.1.3.2. Confidence
2.5.1.3.3. Ease
2.5.2. Create & Launch Test
2.5.2.1. Prioritize & select test
2.5.2.1.1. Test screams, not whispers
2.5.2.1.2. Tie it back to a metric - it has to be measurable
2.5.2.2. Document Test
2.5.2.3. Implement test
2.5.3. Document results
2.5.3.1. There are no failures, only learning
2.5.3.2. Be prepared to run a lot of tests before getting a big win
2.5.3.3. it takes time, resources & patience