keeping customers reducing churn through support and upgrade optimization
DESCRIPTION
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.TRANSCRIPT
Elastic Path™ Elastic Path™
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
Elastic Path Software Inc.
June 15, 2012
Elastic Path™ Elastic Path™
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
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Preview
• Optimizing your web channel for existing
customers
• Self service
• Mobile tools
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Optimizing for existing customers
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Targeted selling
• Home pages typically tailored for new
customers
• Rarely recognize returning customers (vs.
visitors)
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Serve content to identified customer visits
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Clear upgrade call-to-action
Support links
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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)
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Social sign-on
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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)
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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?
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Member content – promote your app
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Member content – upgrade and renewal promos
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Device and plan selection Self service
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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.
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Navigating Support
Avoid long menu items
Nobody cares about common support topics
Users scan for trigger words
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Navigating Support
Short, easy to scan flyout menu
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Navigating Support Use your analytics
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Support search
Promote social channel
Support search
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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’
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Search results - scoping
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Scoping search
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Try video results
Results should be readable at a glance
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Scoping search
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Avoid landing pages that look like promo pages
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Images and video are more helpful
than text instructions
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SEO
Get staff answering questions
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Get feedback
Was this answer helpful?
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Mobile tools
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Mobile Tools
• SMS marketing program, renewal / upgrade
notice
• Account management apps
• Extras
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Current cycle
View and pay bills
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3rd party apps built with API
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Make calls to action clear
Make tappable areas large enough
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Promotions on home page
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Bold calls to action
throughout
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Conspicuous upgrade info
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Most apps don’t
currently support in-
app upgrade
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Value adds like wifi finder
Expand / collapse menu
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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
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Gift a payment
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Sprint TV
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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™ Elastic Path™
Questions
1.800.942.5282 (toll-free in North America)
www.elasticpath.com
For more on-demand digital commerce resources
www.elasticpath.com/resources