eCom Unity #14 - New Year, New Thoughts

Deep-Dive | Find Your Customer Champion

There is one thing that almost no eCom brand does.

But every brand should do it because it will transform every part of your business.

Have a dedicated Customer Champion inside the company.

I speak to hundreds of brands every year, and it’s become clear that almost all of them don’t understand their customers as well as they should.

Their customers’ understanding is based on anecdotes and wishful thinking mixed with personal bias.

That’s why you need a Customer Champion.

Here is what that person should do:

#1 Collect requirements from the org on things they would like to better understand.

Marketers might want to know why customers choose your product over competitors.

The product team may need clarity on where customers experience friction while using your products.

Customer Support might highlight recurring questions or complaints.

This way you make sure the champion’s efforts to understand the customer align with business objectives.

#2 Be on the phone a few hours every week with new and existing customers for qualitative research.

When I started as CMO at yfood, I blocked several hours every week to pick up the phone myself and call our customers.

Many people won’t want to talk to you. But those that do are absolutely worth the trouble.

Ask them everything you need to know about their motivations, expectations and experiences. Let them talk.

This is your chance to get insights from your average customers, instead of those with extreme opinions about your product via reviews.

#3 Use insights from the phone calls to develop a post-purchase survey roadmap with questions you want more quantitative information on.

This is important to quantitatively verify your assumptions drawn from the research.

I’m currently working on a guide that helps you asking the right PPS questions based on your customers’ feedback. Will share it with you soon.

Post purchase survey’s can and should be used for a lot more than just attribution. Just keep asking questions if they keep answering. Every single answer is worth gold when you ask the right questions.

#4 Analyse customer behaviour based on their post-purchase answer in Klar

By integrating your post-purchase survey data into Klar, you can set PPS answers and questions as dimensions in the cohort comparison report.

That way you can see how the customers’ repeat rates and customer lifetime values differ based on the answers they gave.

This could highlight that people who bought your product trying to solve a specific problem have a much higher CLV which is a great insight to use when developing new creatives that will focus on acquiring new customers by being focused on this problem.

#5 Distribute all this information to everyone in the company.

The customer champion then regularly shares these insights with all departments which they can use to find their ways to new, customer-centred growth opportunities.

Your creative team will get a constant inflow of information they can use to come up with new hooks and angles.

You can identify high-CLV target groups that you can focus on in your messaging.

You can address and resolve questions on your website to improve conversion rates

You can proactively help customers overcome issues when using your products, increasing your repurchase rate.

And that’s just the start….

Setting this up is not difficult, but I promise you it will be transformative.

At larger companies, this could be a full-time position.

However, for most companies, giving one team member one day per week to focus on this will go a long way.

And when done right, one of the best investments you will make this year.

If any one of you is already using this concept in their eCom business, I’m happy to hear about your experiences and approaches.

Upcoming Events | E-Commerce Berlin Expo Aftershowparty

New Year, New Events. And our schedule is pretty packed already for 2025.

We’ll kick it off with the exclusive Afterparty of the E-Commerce Berlin Expo.

February 19, 2025 (evening of the first Expo day) at the renowned BRLO Brewery, located right next to the conference venue.

Klar Corner | SEO & SEA Drill Down

The team has just extended Klar Pulse to also analyse SEO and SEA keyword performances. That means: all Organic and Paid Search data in one place.

• Paid Search - breaking down data to a keyword level for search campaigns.

• Organic search - modelling out sales data to a keyword level based on the underlying landing page clicks per keyword. Keep in mind this is modelled data as keyword performance cannot be directly tracked.

Paid Search keyword breakdown is available across accounts. If you want to add the data for Organic Search, you need to connect your Google Search Console as a new data source in your Klar Store Configurator.

Thank you for reading :)

I am on a mission to help eCom brands build better, more profitable businesses. If you missed any past issues, you can catch up on all of them here.

I have built one 8-figure and one 9-figure eCom brand in the past and with Klar, I work with over 700 eCom brands today.

If you have specific questions you would like me to cover next, just reply to this email.

Have a great week.

Max ✌️

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