NPS Video Masterclass, Tech News & The Art of Email Storytelling

Part One - Video: Using NPS data to fine tune your CX strategy

A PYMNTS Intelligence report, based on a survey of over 3,500 U.S. consumers, found that direct-to-consumer brands are lagging in customer satisfaction compared to traditional retailers and online marketplaces.

That surprised me.

However, I’ve also spoken to many ecommerce leadership teams who don’t have a CX metric in their KPIs. If CX isn’t always measured and reported on at a strategic level, perhaps it’s not surprising to see this dischord.

In this 12m masterclass I break down how you should be using NPS on your ecommerce store to measure CSAT effectively and boost CX through proactive campaigns.

Part Two - Tech I’ve recently discovered

Given the #ecommerce and martech ecosystem has 10,000+ vendors, it’s impossible to know them all. Each week I stumble across new tools and showcase those I think look interesting and useful for ecommerce retailers.

Here’s my top 2 from May.

Cooee

First, I love the name 🙂

It’s an AI personalisation engine that uses real-time in session intent indicators to help you tailor. It analyses 40+ micro-behaviours for each visitor, categorising them into low, medium, or high intent buckets, and then helping you tweak what’s shown in the user journey to reduce leakage.

I’m due a demo when my diary clears, so will report back with any further insights.

Apptile

Fast track to creating a mobile app on Shopify, with pre-built themes, advanced features including Live Shopping and a one-page checkout. It’s well connected to the Shopify app ecosystem with integrations for 3rd parties like Klaviyo, Gorgias, Stamped and Yotpo.

There’s a starter version for $44 per month and the enterprise plan is reasonably priced at $899 /month (live selling an additional $49 per month).

Part Three - the art of storytelling in email

Email remains one of the most responsive owned channels but it’s hard to get inbox cut through given how many campaigns we get bombarded with daily.

I follow a lot of ecommerce brands to monitor eCRM strategies and campaign tactics. I’ve long advocated founder storytelling as a brand building tool to connect audiences with the people they’re buying from (I’m not claiming my advice is revolutionary!).

This week I received a lovely email from one of my favourite brands, Kind Laundry . The founders launched a new monthly series sharing their behind-the-scenes story.

For me this ticks many boxes:

1. Create a personal connection with the founders and their customers
2. Provides transparency about what they do
3. Establish their personality and personal style/tone
4. Encourage customers to build a deeper affinity with the brand

Read the full newsletter here. Alice Brown Hannah Spicer (she/her) would love to know what you think of this copy/style.

If you want to know more about their story we ran an Inside Commerce podcast with founders Angie Tran and Bernard Law , tune in here.

Part Four - Useful resources

Events / Webinars

Jun 18, 2024 05:00 PM UK

Customer Psychology: How To Engage With The Detached Consumer

Hosted by Justuno  

Articles / Reports

InternetRetailing ConsumerX Report based on insights from 40,000 consumers from over 20 key ecommerce markets.

Contentful guide to delivering impactful content experiences

Radial Inc. latest report on what retailers did in 2023 and what they're planning for 2024 when it comes to returns. 

My 5 to follow:

1. Charlotte Kent > heads up ecom for one of my favourite footwear brands, Dr. Marten's
2. Katie Gordon > global ecom lead at Strathberry
3. Keely Jacob > marketing specialist (does the event organising for MeasureCamp)
4. Tom Armenante > founder and ecom director at GTSE, sharp entrepreneur
5. Joris van Huët > analytics specialist, founder & CEO

*****

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Why?

There is a lot of noise in the market about which tech offers the best cost model and why you should choose platform X or Y.

From experience, projects get blocked for avoidable reasons e.g. not having defined potential investment objections and having a plan to tackle each of them.

In this collaboration with Vervaunt and Rotate° , we share real-world examples and a 5-point checklist for getting leadership buy-in.