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0:00
Hi everyone, thank you for joining today's conference
0:16
I'm very excited because after three years I was talking to one of the person here that
0:22
but it's been three years that I am just doing online talks and attending the conferences
0:30
and speaking there, but this is the first time after three years that I am speaking offline
0:37
So I'm also a little nervous but excited to meet you all and thank you for joining in
0:41
today's talk which is about how to effectively engage with our users because whatever technologies
0:47
we are learning whatever we are doing the end goal is to achieve and make our
0:53
users engage with us so this talk is all about this so I will first start with a
1:03
customer lifecycle and then the benefits of having a loyal customer plus I want
1:10
to introduce and let you know one of the framework that I have discovered and
1:17
this is what I'm using that that's kind of a mantra that I can share with you and
1:23
If you like it do do invest your time with that framework and then the last 10 minutes. I open
1:31
the Forum for any Q&A round any questions anything that you want to ask or
1:39
Recommend I think I'll open for that So I hope people are settled. Yeah. Great
1:54
So the businesses that actually focus on building and retaining the user's loyalty are the ones
2:03
that thrive in this era. And since we see so much uncertainty these days because of the economic conditions changing
2:12
we definitely need to thrive for our loyal customers. So this talk is all about that, that how we can gain new customers, how we can maintain
2:22
and engage with them. So who doesn't need happy customer here? You all are working
2:31
I met some college pass outs as well. I met some senior people here and someone who are just about start their career
2:39
So I want to know from here that who doesn't need happy customers
2:45
I'm sure there are some people who are already running their businesses. They all thrive for this
2:51
The end goal that they see day in and day out is happy customers
2:58
So who is a happy customer? It's someone that had a great experience on your product
3:04
wishes to repeat that experience. Right? So how can you actually make those customers happy
3:15
Customer happiness is the paramount factor that every company looks for the success and
3:24
a happy customer can be a great asset for any organization, any business, any product
3:31
because you are building for someone, you are not going to use it
3:35
You are actually building for someone else and if you don't gain those customers, you
3:40
are losing on your business. So you definitely need a happy customer and a happy customer actually means happy business
3:50
According to Walt Disney, do what you do so well that they want to see it again and bring
3:58
their friends. This is what they want to do, right? So if you want to sell something, what he meant is that if you do it so well, they will
4:11
want to see it again they will come back they will enjoy the experience and not
4:16
only that that they will come back but also they will bring them new friends
4:20
they'll promote your business they'll get you new users so it is always about
4:27
knowing what they are looking for what is their goal what is their pain point
4:32
how you can give value to your product and then you see how they excel
4:40
Before jumping on the life cycle, I also want to resonate with we at Google believes in focus
4:52
on the user and all else will follow. And that's what I want to say here as well that if you resonate well with your users
5:04
if you understand what they need and what they want, why they are here for, what is
5:10
if you see we always talk about what's in it for me right so every user thinks
5:16
from that point of view that what's in it for them and if they don't get what
5:21
they are looking for then we'll move around life cycle of the users or the
5:27
customers starts from identify customers satisfy customers and the third is retain customers I'll dive deeper into each of these three segments and we'll
5:42
try to cover all of them the first starts with identify customers now how
5:50
you actually understand your customers what is your target audience who are the
5:56
users whom you are building for so do a market fit ysis and then try to
6:04
understand from the personas right I'm not sure if you've heard this term but
6:10
this is what our design language says that you know creating personas but
6:14
personas are nothing they are the users or the segments that you are looking for
6:22
so personas are nothing but the users and how do you actually create personas
6:30
it can be divided into multiple categories like starting from the personality how they behave what they like what they don't like how are they
6:39
and are they extroverts are they introverts how are they feeling what is
6:45
their characteristics right how they look like what are their motivations what are their goals
6:54
how tech savvy they are so it can be categorized based on your product based on your
7:00
features that you want to show and then talk about and segregate those personas
7:06
also talk about the frustrations they are facing and it cannot only be around your product but also
7:16
about the domain that they are facing the challenges they are facing and how we can
7:22
you know overcome those through our services so this is one example of how we can actually
7:29
get into the personas and you don't have to start from each personas try to
7:38
segment them right and what does segmentation means here that you have a
7:44
group of people who behave in a similar fashion that becomes your one segment
7:50
and then you segregate into the other segment that's become your another
7:53
persona so identifying customers simply means this that you understand who are
8:00
your personas who are your user segments and walk towards their goals the second
8:10
part which was around Satisfy customers
8:22
The way you communicate with users in a way that resonates specifically with their goals
8:30
actually gain respect towards you, towards your brand, because that builds your brand identity
8:37
and you know why they are serving here why they are here And if they get satisfied you will get your business you will get into their shoes and understand that they are here for
8:49
this desired outcome and if you can give that they are with you no matter what
8:54
even if there is a competitor, even if there are some good services available
9:00
but if you are one of the best if you see the holistic picture and if you try
9:05
to map their goals from end to end journey that they are doing and what they are doing in those
9:12
journey what is that one element that you can add to their value that gives them some value
9:19
so that becomes very effective and your time is also invested in a better way if you focus more
9:27
on the second parameter which is satisfy customers because once you identify you gain it and now is
9:35
the time when you have to satisfy them because they're here and it hardly takes
9:40
seconds to download an app and then delete it right how many of you actually
9:47
do that how many of you download apps and then you don't find it helpful and I
9:54
see one hand raise and all of those are very much aligned with all the apps
10:00
Some of us don't download too many apps. Yeah, that's another factor
10:05
because most of the people are using mobile sites, they are user-friendly
10:09
and you stick around them because there is a storage that you don't want to waste
10:14
But there are some apps, I'm sure, and I want to know those three top apps
10:21
top three apps that you cannot delete no matter what, even if your phone is stolen
10:27
or if something gets hit. But you definitely need those two to three apps
10:33
And I would definitely, Hola, Uber, OK? WhatsApp. Nobody from Google? You don't use Google Maps
10:45
Google Photos, correct? Google Maps. Google Maps. Anyone from this side? Because I hear so many answers from the left side
10:55
YouTube, OK. LinkedIn. LinkedIn, OK. So as you guys only rightly answered my question
11:02
that there are some apps that you cannot delete. You really feel connected with them
11:08
So what keeps you engaged with them is something, the mantra that I will disclose today
11:15
that how you guys are sticking, because these companies have worked on those philosophies
11:21
and they are not allowing to get the chunking rate high for them
11:31
Rather, their retention rate is high. So how you can move from not letting your churning rate
11:40
rather you're gaining more users and retaining them. So there's a formula for that that I have finally managed
11:48
and I could introduce because this is something satisfaction. So as we just discussed
11:53
that you guys are satisfied with these apps and I want to know why
11:58
but since we have less of time because of all these logistic issues
12:04
Satisfaction is something that refers to the measurement that determines how happy customers are
12:10
with the company's products, services, and capabilities. And I'm sure you guys agreed to that point
12:15
that there are some satisfaction factors that are keeping you aligned and hooked with their needs and what the goals are
12:24
and that's where you're not deleting it right so according to Michael Leboff a satisfied customer is the best business
12:43
strategy of all now how you will try to satisfy the very first thing you do is
12:53
you understand your users emotions how they actually behave you know what they
12:59
actually think and then connecting with their emotions because once their heart
13:06
and soul is aligned with your product they're not gonna go away and they're
13:10
rather gonna stick around with you for a longer period of time so how they
13:15
actually do that I'll just show you some of the emotions that people may have
13:22
like is this brand offering value for money that that's one of the emotion
13:26
that they might be looking for is it worth investing in this or not is it
13:31
worth paying them because doing a transaction from their application is is something that I want to check
13:38
I appreciate for being responsive. People really appreciate when you communicate on time with them
13:45
There is a response that you give them at the timely manner
13:50
They really like that. I can resonate with their language. Now, something that we talk about, understanding users' culture
13:58
their language, their aspirations, their interest. Now, if you resonate with them and understand their geographical and cultural interest, that is where they say that I'm resonating well with them
14:15
Do they have more choices? That's something people ask for. I just love this brand
14:22
How many of you actually feel for any of the brands? Be very honest
14:26
Do you feel? Because I just heard that you guys can't delete these two to three apps
14:32
no matter what. Do you also feel these kind of emotions that I just love this brand
14:42
Yeah. Basically, when you need a self, you feel like more connected
14:48
And do I still need to call or write an email to the support
14:52
So there are some frustrations as well where you get frustrated and you don't want to get into something like where you actually have done connecting with the customer support
15:05
you have done a call, and then they're shuffling here and there between the customer and the product
15:12
How many of you actually suffered this kind of a customer service where you connected
15:18
you bought something, and something went wrong, and they're not taking the ownership? yeah so we do see some bad experiences as well where you feel like that oh when did i take this
15:31
decision to take product from them right so those kind of frustrations are also there
15:37
moving on to the main part of the life cycle of the customer is a retained customer now this is
15:45
the most important and why i would say this is the most important part of the life cycle because
15:50
you can gain customers to an extent through market campaigns through newsletters through updates
15:57
through some offers that you know some 10 percent discount or uh not 10 percent i would say five
16:06
rupees or 10 rupees cash back get some friends right so those kind of things do happen but then
16:14
they will not stick for a longer period of time. And there is a 80-20 rule
16:22
which says that 80% of your revenue comes from 20% of the regular customers
16:31
And I would emphasize more on this part because this is the game changer, right
16:38
Because this can make or break any business. You can gain, but then retaining is something which is really not possible after a short period of time
16:51
And that's where you see, you hear so many stories around startups and across multiple domains where people try something, they build something, they get people, but then nothing works over and above
17:07
because they don't invest in the retention part which is the third lifecycle
17:13
phase so what is retention I just said and formally what is customer retention which is the ability of a customer or product to retain its customers over specified period So if there is some kind of a metrics that you evaluate it like how much I gained in past one quarter right
17:41
So that can evaluate that how much emphasis we have given for the retention part or have we even gained new users or not
17:50
so that's customer retention when they love to come back they can't think of
17:55
any other option and they want to come back to you right I will highlight some
18:02
of the benefits of royal loyal customers increasing customer retention rates by
18:09
five percent because this is the data points to support what I'm currently
18:12
saying increasing customer retention rates by five percent increase profits by 25% to 95% can you see it's a vast and huge number to chase for and just
18:28
investing your energies your resources in retention rates you can do wonders a
18:35
two percent increase in customer retention has the same effect decreasing cost by 10% and it's 10x worth as much on average loyal customers are worth up to 10 times as much
18:50
as their first purchase so we definitely seek for our customers who actually do at least first
18:57
purchase but after that they you lose them so if you have a loyal customer it's 10x much worth
19:05
than trying to acquire more users. And as per Swami Vivekanan, loyalty is rare
19:14
You find it, keep it. So loyalty is the best asset that you can seek from your customers
19:21
And if you get it, keep it. You should value your loyal customers
19:28
It costs five times as much to attract a new customer than to keep an existing one
19:34
Now what does this mean? Why it actually cost five times as much to attract a new customer
19:47
Because there is skyrocketing cost that you see in retention rates. And that's where it becomes even more important to invest in customer retention
19:58
Because this is more challenging. So you need to drive and concentrate more on the decisions that you take
20:10
Because some decisions may fail and you will regret later. Now how to control that
20:16
Because if you do a market ysis, if you do research with your users, you will gain some insights
20:22
And that's where it's very important to gain real users' insights and not just from your gut feeling that how I think this will work
20:30
but on the ground it should work. And that's where I have some more numbers to support this
20:43
The probability of selling to an existing customer is 60 to 70
20:47
while the probability of selling to a new customer is 5 to 20%
20:51
And as per Forbes report, if there is one customer who is happy, who is satisfied
20:58
they'll tell to at least 10 more people and get that business for you because
21:06
you are not doing any marketing you are not doing any brand identity and
21:10
building and investing in it you satisfied someone and they are the ones
21:14
who are promoting and that's where you see referral codes are there where people
21:18
in applications give you those referal codes do you actually share those
21:23
refer codes and bring your friends to those applications how many of you
21:29
actually do that sometimes what about this site do you even do that no only
21:39
this site is active why okay so it depends maybe you are not satisfied with
21:46
those applications and that's why you're not doing it right and the site people
21:50
might have good experience with the applications they are using it and that's where they're doing it so what I'm trying to say is that people who are
21:59
satisfied will bring business to you now the only game is that you need to bring
22:04
those satisfied customers again and again and again because you need to
22:10
thrive for that continuity because you know there are big brands who are
22:16
already gained large number of users right there billions of and millions of
22:23
users across the world but still they are they are not sitting they're still
22:30
thriving to maintain that because this is something which comes with time and if
22:37
you don't satisfy you don't change with the market you don't understand their needs they keep on moving so finding a loyal customer is very difficult right
22:47
and we are loyal because we are at the receiving end we are only loyal when we
22:54
actually see the value and when we get that value we are fine even people get
22:59
immunity towards pricing hikes you know their products that I'm sure you must be
23:05
using which are quite expensive if you actually check their rates with the
23:11
competitors but then it depends that how many are using it and why they are using
23:17
it because when you build that reputation the brand identity which talks about
23:24
the same values same feelings that people can resonate and their goals and
23:30
outcomes are met they can keep coming back right in the interest of time I'll
23:43
move to the next slide which is 47% customer percent customers who
23:52
experience bad service they change providers within 48 hours you know it
23:57
doesn't take much time as we already discussed that we keep on deleting our
24:01
applications of the not so purpose or in the interest of storage we don't even
24:07
download them and if there is a bad experience there is some product that
24:14
you purchased and they have given a call center number but you are trying to call
24:18
and nobody's picking so that's a bad experience so the interaction with the
24:23
brand is not in the transaction that is something that we need to understand it
24:30
is beyond those transaction screens it is beyond those transaction interactions as well so it starts before which is we say pre and post conversion conversions
24:41
rate which means before the user actually landed once he get converted
24:47
into a user from a user to a customer and then someone who is renewing those
24:53
purchases again and again there are packages they are buying on a recurring
24:57
basis they're coming back and suddenly if you see there is a bad response they'll
25:03
go back they have competitors so always seek this in mind that maybe you are the
25:08
best but there is a competition waiting for you at the door so the moment you
25:14
leave it and you don't show the value they can leave so now I want to jump
25:23
on the framework that was the mantra I was talking about that okay finally we
25:28
could understand that yes we need users yes we need from users to customers we
25:34
want to gain and retain them but how can I'm sure you must be having this
25:41
question in your mind that okay Monica now what we know that we need it but how
25:46
How can we get it? So the framework starts from connect. That's the one line
25:54
We humans need connect. We are not robots, we are not machines
25:59
We are humans with a heart. We can only feel or get connected with any application or be a loyal customer only when it starts with Connect It all starts with empathy
26:18
Personal touch. Now, how you actually do the Connect is personal touch
26:23
listen, educate, and be responsible. So personal touch means that you need to be a little personalized with them
26:30
So now, you and me. Sorry, what's your name? Okay, Tanisha and Monica may not be having the same aspirations or same goal to come
26:43
on an application. And she might be doing it in a different way
26:48
She might be having a purchase weekly. I may be having it monthly
26:53
I may be watching a YouTube video of some other channel and she must be liking, disliking
27:00
or maybe unsubscribing some other channel. So the experience cannot be the same
27:06
We have to personalize, understand their preferences and get them what they are looking for
27:14
It cannot be a general experience. Listen. Not just hearing what they are saying does not really help
27:23
You have to listen to them. And there is a thin line difference between listening and hearing
27:29
It's when you try to understand from a user's perspective. You try to understand from how it feels
27:38
And that's where I said it all is connected. Once you start feeling for somebody
27:45
and this is something that you can see across your life. It is not only about the products
27:53
It's about how we behave, how we actually get engaged anywhere, even in our schools and universities as well
28:00
once we see that people are listening they have something to share educate all
28:07
people who come on your applications or your services or if it's a physical
28:12
product that they are using they might not be the expert users and don't expect
28:16
them to be expert you are the expert you are technical people you are expert you
28:20
have built something don't expect their expertise at the same level try to
28:24
educate them think you have never get into NASA's you know rocket right you
28:34
don't know how how will it actually open I don't know at least I don't know how
28:39
many of you if have ever got a chance to visit but I didn't if I have to get in I
28:44
don't know I don't know where that oxygen thing will come bear I have to
28:49
get those dressing thing so just understand from that's a high-level picture but what I'm trying to say is that understand from that perspective if
28:57
that's the situation we are in we won't be able to understand right so educating
29:03
them giving them the context behind why and that can be through tutorials that
29:11
can be through help contextual base and getting them connected and the last four
29:18
is the be responsible now that's what we discussed already that someone who is becoming your customer
29:26
it's your responsibility now to nourish that relationship now there is a relationship between
29:32
you and the new user if you want that user to become your customer then it's your responsibility
29:40
to nourish the relationship and that can only be done when you are responsible when you show the
29:46
empathy, when you show courtesy, when you show connection with them and not leaving
29:53
them that, hey, you have done the purchase, no matter what, keep calling. There are companies that if you don't like the product, if there is something wrong
30:04
they ask you to return back, right? And I'm sure many of you are doing that as well
30:11
So that's something the customer service. So be responsible towards them. it's your customer
30:18
You need to take the leverage. The second wheel is engage. Now, how can you engage with them
30:30
So if you show your users that you are in the top tiers, you are different from the peers, you're not the same
30:36
I'm not treating, sorry, your name? Okay, I'm your? Sonali. So if you show that Abhishek and Sonali, Abhishek who has been loyal to us from three years and Sonali who has just joined as a new user may not have the same kind of discounts or the offers
30:58
And if you give them those kind of leverage where they feel that we are at the top tier, we are the privileged and valued customers, they'll come back
31:08
basic expectations when you meet and set your personas, just map those personas with
31:17
basic expectations people come with basic expectations the next part comes is when you delight them with the surprises
31:26
they didn't even expect it so if they didn't expect of course, they'll be happy
31:32
but if your basic expectation is not met you'll not get into it. So if we take example of WhatsApp, if you switch on your WhatsApp and you
31:43
try to figure out to send a message and if that screen itself search is not working and you're
31:48
not able to find the contact, how many of you will actually like to have those? No, right? So it
31:59
basically depends from the basic expectations. Provide solutions, of course, we are already doing
32:04
that we are the experts, developers, designers, business, architects who have mind to think over it. Deliver to promise, go beyond. Not just what you have done
32:17
but delight them, show them some surprises. Measure, I'll be quick because I need to
32:24
give five minutes for the Q&A round as well. So measure, of course. Now how do
32:29
do you measure your customer health, which is like, are they with us? Are they loyal
32:36
Are they not? Because you don't want to be surprised after one year. You have to do this
32:40
measurement on a regular basis. There is Google's heart framework as well that you can use to
32:46
evaluate from NPS score, like a net promoter score, and other surveys that you can do, ask
32:53
questions from your users, how they are behaving, be it more open-ended questions so that they
32:57
can speak more and not like yes or no kind of questions feedback do value their
33:04
feedback because that's very important and don't see the negative feedbacks in
33:08
a demotivating way rather see the level of opportunities that lies beneath it
33:17
reference I already spoke about it that of course your referral works wonders
33:23
because someone you trust, you know, and if that person refers something, I'm with this, right
33:31
Because you completely own that feeling with the person and you trust that person
33:37
Okay, my friend is suggesting I'm sure it looks good. People say like this, like, you know
33:43
one of my friend purchased and that's where I also did this. So people resonate well with the compelling stories
33:49
with someone that looks like them. appreciate which is the fourth and the last wheel appreciate who doesn't want
33:58
to be feel special right appreciate them how do you actually do that on their
34:04
special occasions on some auspicious occasions you can give some exclusive offers thank you note even just to thank you note works because people start
34:15
connecting right which is the thumb rule loyalty programs you must have seen this
34:21
and then giving some gifts on occasions and that's all from my side this is the
34:28
four wheel mantra that I wanted to share and I hope that this is helpful please
34:36
use it to see the gaps where your product or your service is not working
34:43
and then invest time in your users where you can see the opportunities
34:49
Thank you all. Thank you so much
#Windows & .NET
#Customer Services