Immediately Improve Your Retention Marketing & CX / How Jones Road Beauty Creates Loyal Customers / Eli Weiss & Joanne Coffey
If you work for or own a DTC brand - you NEED to listen to this. Eli Weiss and Joanne Coffey (Jones Road Beauty) give us a masterclass on what the convergence of CX and Retention marketing looks like & how to immediately your customer journey. Learn how to improve the customer journey through education, use customer feedback to improve the pre and post-purchase experience, and ultimately increase LTV. This episode is loaded with strategy & spicy takes.
Learning how Joanne and Eli approach collaborating at Jones Road, the advice they might have for improving these two teams at your own brand, and maybe even getting into some friendly debate along the way…
If you work for or own a DTC brand - you NEED to listen to this. Eli Weiss and Joanne Coffey (Jones Road Beauty) give a masterclass on what the convergence of CX and Retention marketing looks like in modern DTC eCommerce. This episode will immediately change how you think about retention marketing and customer experience (for the good).
Learn how to optimize your entire customer journey, use customer feedback to improve the pre and post-purchase experience, and ultimately increase LTV. This episode is loaded with strategy & spicy takes.
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0:00 - Intro
1:58 - Joanne and Eli introduce themselves
3:42 - The story of how Joanne and Eli met and eventually found their way working together at JRB (a true DTC Twitter success story)
7:00 - Who is Joanes Road Beauty
12:00 - What is the intersection between CX and retention marketing?
12:57 - How do they implement feedback loops to improve messaging across the business?
18:00 - what metrics do Eli and Joanne look at to tell the larger story of customer retention? Then how do they take action on it?
20:00 - Hot take: Immediate upsells vs education and being patient
24:30 - How do you actually plan a post-purchase journey that maximizes CX and ultimately LTV
27:15 - What should CX bring to the table when collaborating with marketing on post-purchase flows?
32:45 - Optimizing the time between the first purchase and arrival. What needs to happen to make sure the customer has a great experience?
34:35 - how JRB is using pre-purchase quizzes and 1:1 CS conversations to match customers to products & keep them sticky
37:10 - How JRB thinks about personalization, mastering hide/show blocks in Klaviyo, and its impact on email/SMS revenue.
40:45 - The addiction to revenue at all costs. Should email & SMS really be goaled on the percentage of revenue?
42:40 - When is retention marketing not going to be “channel-based”? What would you do if you lost access to your retention tools tomorrow?
44:10 - What does the future of CX and Retention look like?
48:10 - what’s the #1 bet you’re making at JRB?
50:14 - Final remarks + where to go to get in touch w/ Joanne and Eli
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