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More Happy People

More Happy People

Colin Nederkoorn

May 07, 2014
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  1. Hypothetical Airbnb Funnel Started Listing Published Listing Booked first visitor

    Left feedback 5% of sign ups 23% of Started Listing 12% of Published Listing 73% of Booked first visitor
  2. How to figure out your own RFMs Talk to people

    who: Converted Talk to people who: Didn’t convert + Look at your data!
  3. Understand your audience. • Talking 1-on-1 • Surveys • Net

    promoter score • Post-cancellation outreach
  4. Talking 1-on-1 • Pre-product • Your first 100 sign ups

    • Your first 100 customers • Encourage people to email / call you.
  5. Net promoter score How likely are you to recommend us

    to a friend? Not Likely Extremely Likely 10 9 8 7 6 5 4 3 2 1 Promoters Passives Detractors NPS = % of Promoters - % of Detractors
  6. • Apple - 79 • Adobe - 46 • Google

    - 73 • Barnes & Noble online - 74 • American Express - 47 • Verizon - 10 • DIRECTV - 20 Example NPS scores http://www.startuplessonslearned.com/2008/11/net-promoter-score-operational-tool-to.html
  7. Purchased 2 times ! Treat a friend!! ! ! Have

    any friends who would benefit from our widgets? ! If you refer a friend we’ll give you both a discount of 20% on your next purchase. ! Give 20% off to a friend
  8. Reward power users Spent > $5000 List > 5 properties

    Stayed > 30 nights or Buyers Sellers Earned > $20,000 or
  9. - Reducing friction - Progressive enhancement - A clear funnel

    Signup Cancel ONBOARDING RETENTION Purchase User Lifecycle - Understanding customers - Incentivizing loyalty - Leveraging that loyalty