Customer Lifecycle Nurturing

1. Customer Lifecycle Nurturing Sonya HansenCustomer Marketing Manager

2. Program Agenda • Making the Case for Customer Lifecycle Nurturing • Key Characteristics • Case Study: inContact’s Welcome Program • Measuring Success • Getting Started

3. Sonya Hansen inContact • Customer Marketing at inContact – current • Senior Field Marketing Manager at Rally – 3 years • Product Owner of Agile University at Rally – 1 year @sonya_hansen sonya.hansen@incontact.com

4. Building Tomorrow’s Contact Center. Today! • Cloud technology pioneer • Unparalleled customer satisfaction • More than 10 billion calls • 1,500+ implementations • 85,000+ agents

5. Making the Case for Customer Lifecycle Nurturing

7. Changing Marketing Disciplines SiriusPerspective: CMOs commented that most marketing disciplines are going through change; three are priorities.

8. Acquisition vs. Retention 6 – 7 times more costly to acquire a new customer than retain a current customer

9. What is Customer Lifecycle Nurturing? Campaigns and programs that address your customers’ needs, wants and challenges over the course of their relationship with you.

10. This is okay…

11. But, this is better! Complete Customer Lifecycle

12. Why Customer Lifecycle Nurturing? • Customers lead to revenue • Primed to spend more on additional products and services. • Crucial to convincing prospects to purchase.

13. Key Characteristics

14. Customer Lifecycle Nurturing

15. Stop with the batch & blast • Treat users like people • Use personas

16. Personas • Create a brief overview of key customer groups • Identify what makes them different • Responsibilities • Challenges • Demographics • Key Drivers • Imaginary versions of customers Emily | Contact Center Manager

17. EmilyContact Center Manager Responsibilities Hires agents; Reports metrics to senior leadership team (KPI’s: ASA, AHT, Abandon %, Occupancy, Adherence); Accountability to ensure team makes their numbers; Manages departmental budget Pain Points Keeping costs down & budget: Contact center issues (no-shows, long hold times, etc.); Building the case for additional budget & better tools; Effectively reporting on contact center metrics Validations Business case information, case studies, testimonials from peers & product reviews

18. Role-Based Segmentation Results: • 30% increase in registrations (so far) • Surpassed last year’s revenue numbers 2 months prior

19. Communicate

20. The Do’s of Customer Communication • Communicate regularly using various formats • Establish your organization as a business partner • Integrate your efforts • Be selective • Implement email rules

21. Value-Add Communication How can you communicate? • Newsletters • Customer Support Portals • Education/Training Programs • New Customer Nurture Streams • Virtual/Face-to-Face Events

22. Engage your advocates

23. Identify Advocates What makes a great advocate? • Understands the ins/outs of their job • Values their partnership with your business • Passionate and willing to help others • Strong communicators • Wants to succeed Ask sales and customer success teams who the rockstars are!

24. Keep Advocates Engaged & In The Spotlight • Case Studies • Speaking Opportunities • References & Site Visits • Media & Publicity • Video Testimonials • Guest Blog Posts • Awards Programs • Advocate Activities

25. Advocacy Value • ICUC – In the past 2 years: • 40 advocates presented • Recorded over 75 customer testimonials • Nearly $1M in business closed during or after conference • Regional events • 50 advocates presented • 60% of customers are referenceable • References involved in closed/won opps • Media and Press

26. inContact’s Customer Welcome Program

27. Deciding on a Program • Problem • Lengthy implementation process caused confusion • Customer needed resources and training materials for agents • Lack of focused communication led to frustration

28. Who is the audience? • Emily – Contact Center Manager • Business owner of inContact implementation • Typically becomes Champion of inContact • Segment & Target

29. Step 1: Identify Key Messages

30. Step 2: Develop Content • 10 high-impact emails sent between kickoff and 30 days post go-live • Wrote email copy and mapped collateral to each one • Review cycles with appropriate teams • Personalized for each user • Created landing page for one-stop access to resources • Communication

31. Step 3: Automate Content • Eloqua program integrated with CRM • Program triggers email sends at the right time • Holds in queue when not ready • Customers tracked throughout process • Communication

32. Results & Next Steps The work is never done! • Results • 120 contacts through the program in the past 4 months • 20% unique open-rate • 5% forward rate • Next Steps: • Interview customers & revise • Create similar program for IT Manager • Implement better tracking to gauge success • Add call to action for advocate sign-up at the end of program

33. Measuring Success

34. Education/Training Webinars 25% attendance increase in first 6 months Training upsell at our events onsite Newsletter 20% open rate Garners registration for other programs ICUC 30% increase in participation YoY $400K of opportunities impacted by ICUC 2012 Nearly doubled conference revenue over past 2 years Advocacy CIO Magazine, Government Technology, Contact Center Pipeline and many others… Results

35. Getting Started

36. Pick one goal, create a plan and act on it Always segment Test, test and then… test some more Integrate your organization’s efforts Always put your customer at the forefront

37. inContact www.incontact.com “We seek to impress and protect our champions with every interaction.”