![]() ![]() The important questions and metrics for each step stay the same. It is Retention, Activation, Referral, Revenue, Acquisition. The sequence therefore is not Acquisition, Activation, Retention, Referral, Revenue (AARRR). The RARRA framework contains the same steps in the customer funnel but changes the sequence based on the importance each step has. The AARRR framework describes the conversion funnel each customer runs through. The shorter your viral cycle time, the better. The viral cycle time tells you how long it takes a customer to invite another customer. Besides the viral coefficient, viral loops also have a second important component, the viral cycle time. Before adding generic social media share buttons, think about the ways people would like to share your service. Keep in mind that just because these techniques have worked before, they don’t necessarily have positive effects for your service as well. Best practices for immense growth are social media share buttons or the famous Dropbox incentive, which rewards you for every friend you invite. This is how you calculate the viral coefficient: Viral coefficient = number of invites sent per customer * conversion percentage For example, if your customers send out 5 invites and 3 people convert, the math is like this: Viral coefficient = 5 * (3/5) = 3 A viral coefficient above 1 signifies exponential growth. The viral coefficient represents the number of additional customers you get for each customer. To measure the effectiveness of your referral phase, use the viral coefficient. Mainly because it makes little sense if you are the only one to use them. Communication and social media platforms like Facebook, Instagram or Skype already have built-in viral loops. Viral Loops work especially well for services that become more valuable, the more people use it. The customer tells his friend about the service. A customer discovers and uses your service. However, there are other versions on the internet as well. The example shows the adjusted Kano Model I use. ![]() I dislike it Use the outcome of the questionnaire and match it to the Kano Evaluation table you find below. ![]() Dear customer, how do you feel if the feature is not implemented? The Customers then select one of the following answers: Dear customer, how do you feel if the feature is implemented? 2. To know which feature ideas belong to which category, ask your customers the following 2 questions: 1. These features help you stand out from the crowd. Excitement features are not necessarily missed if absent, but bring pure delight to your customers if they are well executed. More phone storage space means higher customer satisfaction. A good example of performance features is phone storage space. The better the execution, the happier the customers. Performance features will increase customer satisfaction based on their execution. If basic features are executed poorly, this will lead to massive dissatisfaction.
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