Editor’s note: This post originally appeared on the Pendo blog.
With the notion that it’s more efficient to retain an existing customer than to acquire a new one looming, many companies are looking inward to focus on their current customer base. This means both ensuring you’re supporting customers in ways that drive long-term retention and taking opportunities to provide them with even more value from your product.
メールやその他の従来型チャネルが騒音のようになる中、お客様に働きかけるための最も効果的な方法は、アプリケーション自体の中にあります。すでにアプリ内メッセージを使って、ユーザーに最新情報やお知らせを伝えている方もおられるでしょう。ですが、タイムリーに関連性の高い価値を付加できるツールとして、アプリケーションを活用するにはどうすればよいでしょうか。
The key to in-app cross-selling and upselling is to provide contextual information to customers (based on how they’re using the product) and make it as easy as possible for them to upgrade. Insight from product usage data gives you a better idea of who to target and which features or functionality each subset of users could benefit from. Most importantly, remember to always provide the “why” behind what you’re offering: how will this help these users, and why should they buy it?
ここでは、アイデアのきっかけとなるよう、アプリ内コミュニケーションを活用してクロスセルや拡大を図る5つのユースケースを紹介します。
1．緊急課題の解決
Think about how you can include upgrade options within your product that offer an immediate solution to a customer’s problem. For example, if your application requires users to purchase storage space, you can use in-app notifications to notify them when they’re storage is almost out, and provide a direct link to purchase more. You could also create in-app guides to let users know about an upgrade option they might not be aware of — the simple act of moving this communication inside the product can go a long way.
2．トライアルのお客様のコンバージョン
If you have a subset of trial users, first look to your product usage data to try and uncover any patterns in those that convert to paying customers. Once you’ve identified which features or workflows drive conversions, you can set up in-app walkthroughs to steer users to those particular features or actions in the product. As you get started, set an initial goal (e.g. to increase trial conversion by ten percent) and track your progress over time.
3．1つの高価値機能にフォーカス
Rather than taking a broad approach to upselling, one effective tactic is to hone in on a specific feature that a subset of your users isn’t currently paying for. Then, create an in-app messaging campaign targeted to this segment of your user base, offering information and examples of how their workflow could be improved with this additional functionality. You can also use product data to identify two features that many of your users leverage together, and then target customers that only currently have one or the other in their subscription or account.
4．プロダクトデモの自動化
The ultimate in-app communication is an automated demo that walks customers through the product without any involvement from your sales team. This is particularly effective in exposing customers to additional parts of your product that they might not be currently utilizing. To make the experience even more personalized, you can tailor any content you provide (videos, customer success stories, etc.) to the user’s role, account type, or use case. You should also make sure any relevant pricing or purchasing information is easily accessible, for example by linking to these resources within the demo.
5．新しいペルソナをターゲット化
プロダクトを使って新しいペルソナが特定できた場合は、そのペルソナが活用できていない可能性のある機能を使って、より良いサービスを提供する方法を検討してください。これらのお客様のアプリケーションの使い方が、既存のユーザーベースの使い方とどのように異なるかを追跡すれば、使用を促進し、アップグレードを提案する機会を得ることができ、お客様固有のニーズを満たすことができます。また、パーソナライズしたアプリ内メッセージを使ってユーザーの成功に直接影響する機能をアピールすることで、メールやプロダクト外のチャネルによるコミュニケーションを使う場合よりも、ユーザーの行動につながる可能性が高くなります。
