How To Increase Customer Lifetime Value

by Ewa Wysocka & Samuel P.N. Cook

1. STRATEGY fundamentals

2. FUNNEL psychology and mapping

3. EXECUTION process

4. Defining your NUMBERS (KPI’s)

5. CONTENT integration

6. PAID TRAFFIC integration

7. OPTIMISATION

8. CUSTOMER SERVICE process (increasing

Customer Lifetime Value)

Our 8-Step Digital Marketing Formula

LTV > 3 x CAC

SCENARIO #1:

LTV <= CAC

SCENARIO #2:

CAC < LTV < 2 x CAC

SCENARIO #3:

2 x CAC < LTV < 3 x CAC

Brendon Burchard

Optimisation Technique that is always safe to use:

Increase your Customer Lifetime Value (LTV)!

2 ways of maximising your Customer Lifetime

Value:

1. Product Roadmap That

Maximizes Sales

2. Awesome Pre-

Purchase and Post

Purchase Support

Product Roadmap that maximizes sales:

Brendon Burchard

1. Front End => your main product

2. Back End or Upsell =>first upsell should be cheaper

than Front End, second more expensive

3. “Foot in The Door” or Downsell => when your client

is not ready to buy yet have a cheaper alternative!

10 Rules of Awesome Support

1. Pay Attention to WHO you hire

2. Identify which funnel stage the respondent is at and adjust your message!

3. Make Yourself Accessible:

⭑ Offer phone number, chat box

and email address visible on

every crucial step of your

purchasing cycle (especially

shopping cart).

⭑ Respond to messages within 24

hours!

⭑ Be available on all possible

channels like Facebook, Twitter

etc.

4. Create a Support System

Brendon Burchard

⭑ Pick a System Designed for

Support (i.e. ZenDesk, etc.)

⭑ Integrate Website Chat

⭑ Integrate Social Channels

■ Facebook

■ Twitter

■ LinkedIn

5. Create Communication Frameworks

⭑ Make & Update an FAQ

Library

⭑ Follow-up Emails

⭑ LiveChat Templates (per

page)

⭑ Phone Call Framework

⭑ NOTE: Train Agents to

thank and support

customer.

6. React to email unsubscribes

7. Have simple and clear refund policy

⭑ Give even better terms than

the local laws force you to

give.

⭑ Offer a great refund rate (most

people are honest)

8. Use KPI’s for Customer Support team

⭑ Number of Resolved and

Active Issues

⭑ Average Resolution Time

⭑ Customer Satisfaction Rating

and Net Promoter Score

⭑ Refund Saved Rate

⭑ Customer Retention Rate

⭑ Number of Closed Sales

8*. Zappos’ KPI’s for Customer Support team

⭑ Did the agent try twice to make a

personal emotional connection

(PEC)?

⭑ Did they keep the rapport going

after the customer responded to

their attempt?

⭑ Did they address unstated needs?

⭑ Did they provide a “wow

experience?”

9. Use “Cart Abandonment” emails and calls!

⭑ Make them helpful and

personal

⭑ Automate only if you have

a massive volume!

⭑ Best just call someone who

abandoned the cart and

assist

10. Have customer onboarding & delight process in place

Brendon Burchard

⭑ Not only if you are a SaaS and

B2B service provider!

⭑ Just call your new customers,

they will be surprised!

⭑ Create onboarding email +

content sequence.

⭑ Wow your customers with

unexpected gifts.

2 Day conference in November...

Until then => follow us on facebook.com/tcmeetup/

SAM! IT’S THE LAST ONE!!!!

YES... BUT IT’S NOT THE END...