Dyakonova Aleksandra «Satisfaction and client loyalty in communication with company’s KPI»

If you improve customer satisfaction and loyalty and do not use KPI, then you are not doing it. According to the Global State of Multichannel Customer Service Report:62 percent of global consumers have stopped doing business with a brand or organization due to a poor customer service experience and 97 percent of global consumers claim customer service is either very or somewhat important in their choice of and loyalty to a brand[1].

Therefore, we must understand customer satisfaction and loyalty. Experts offer more than 20 types of indicators, but we will focus on 5.

1. Net Promoter Score (NPS). NPS measures whether current or former customers will recommend your products or services to others.

2. Customer Satisfaction (CSAT). The most popular KPI for measuring customer satisfaction is CSAT. You can evaluate their satisfaction with your business, product, or services. Your rating is the average of all customer responses. Your scale may consist of regular numbers, stars, emoticons, etc.

3. Customer Retention Rate (CRR). According to RJmetrics, the most regular customers receive more than half of their income from regular customers. CRR shows what percentage of your customers stayed with you for a certain period of time. 

4. SERVQUAL. Method for measuring subjective elements of quality of service. Evaluation from customers compared to expectations. 5 elements of quality of service: Reliability, Assurance,Tangibles,Empathy,Responsiveness[2].

5. Customer Effort Score (CES). CES measures how much work customers have to do through an interaction with the brand. CES helps companies determine customer friction points and find ways to create a more seamless experience.

It is important not only to determine the KPI and correctly establish the causes and effects of the impact on financial performance. In case from Stanford professors the managers of fast food restaurants believed that the low turnover of all personnel affects customer satisfaction and company profitability. But after collecting the data, it turned out that satisfaction is not affected by all the staff, but only by restaurant managers and it is important to keep them[3].


Sources:

[1]https://www.leightoninteractive.com/blog/5-marketing-kpis-to-measure-customer-satisfaction

[2]https://www.userlike.com/en/blog/customer-service-kpi

[3]https://hbr.org/2012/10/the-true-measures-of-success

Alexander Murysev «Personalisation of products and services. The role of cross-sell and upsell in growing your business»

Personalisation block is responsible for grow in whole CRM system. The idea of grow direction in CRM is simple: make your customer to spend more money in each purchase. You may see it well at pic. 1. Let’s see these important ways of grow improvement.

Picture 1

So, personalization has 3 ways of grow improvement:

  1. Cross-sell and upsell analysis
  2. Product & recommendations analysis
  3. Next-best action analysis

Which of these components generates more profit for the company? I believe, it’s cross-sell and upsell analysis. The reasons are simple: 

  • this type of analysis doesn’t require a lot of extra-additional data: it’s just require only that data which you have already;
  • this tool is simple in use and relevant for each type of business;
  • It based on internal data sales, so you don’t need to collect and adopt external data;
  • Almost each modern CRM system provides this type of analysis;
  • This method is cheap;
  • It can be used by small business organizations with low experience and budgets.

Let’s get more familiar with cross-sell and upsell analysis in order to understand it’s main profits. 

Cross-sell and upsell

The difference between cross-sell and upsell analysis is in the following:

  • A cross-sell is designed to get customers to buy complementary products. For instance, if you’re buying a camera, then you can buy a case for it, maybe another lens, a memory card, or a book about how to use it.
  • An upsell, on the other hand, is designed to get a customer to spend more money on the same thing. For example, if you’re purchasing a PC, you might want to buy extra storage space on the hard drive or a more advanced graphics card. You’re still purchasing the main item in question, just with augmented features.

Thoughtful execution of cross-selling and upselling not only leads to an increase in revenue for your ecommerce store, but it enhances the relationshipyou havewith customers when you suggest items or upgrades they enjoy and receive a lot of value from.

But this tactics have to be relevant for customer. Otherwise, he or she wouldn’t buy your products and services. So you have to keep in touch this tactics with three rules:  

  1. Does the product or service complement the offer that your customer is buying?
    Upsells and cross-sells are work only if they’re relevant to the original purchase. When you’re upselling or cross-selling an item, see to it that it’s 
    1. a product that goes perfectly with their purchase.
    1. a better option of what they’re buying 
  2. Will this product really benefit or valuable to them?
    Sometimes, an add-on item may complement another product, but it won’t benefit the customer. For example, while a certain type of lens may go with that camera your customer just bought, it wouldn’t be a good cross-sell if they don’t have a need for it. 
  3. Are they open to spending more?
    If the client has shown it clear that he is bounded with budget, then respect their wishes and don’t try to sell them anything else. You might send them packing if you insist on upselling or cross-selling.

Summary

I believe that cross-sell and upsell analysis is one of the most important and powerful tools in achieving revenue’s grow. Like Pareto’s rule says: 20% of work gives 80% of results, this tool allows the company to increase sales just by small and effective step. Do you agree with it or not?

Азанова Анна: «Удовлетворенность и лояльность клиентов, их влияние на KPI компании»

В наше время маркетологи уделяют много внимания таким характеристикам, как лояльность и удовлетворенность. Чтобы понять сущность двух явлений, обратимся к словарю Американской ассоциации маркетинга, где сказано следующее:

Удовлетворенность – это степень соответствия продуктов и услуг, предоставляемых компанией, ожиданиям клиентов [1].

Лояльность – это степень, в которой потребитель последовательно покупает один и тот же бренд в пределах товарной категории [2].

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