CLTV University Podcast Casey Hill

Summary:

- Be a guide for customers, and over time that will increasingly improve LTV
- Difference between a community and an audience
- How to allow your community members to connect with each other instead of it just being a megaphone from the company
- Make community members a core part of your company's journey (ask feedback and get inspired by them!)
- Have a goal for your community
- How to set up your questions for success by coordinating with your community
- Do you have a dedicated community point person or is it just another task for marketing
- What community platforms work well
- The challenges with using Social Networking platforms (Like Facebook)
- ROI of community

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Summary: 
Do you know your CLTV at 30, 60, 90, and 180 days?LTV starts with the first purchaseLTV by campaign (vs. Global LTV)Most companies have a random customer journey strategy (and why that's a huge hole)LTV is not one numberUnderstanding front-end vs. back-end revenueLook at LTV/AOVHow to use your LTV data to market more effectivelyHow to reduce barriers to entry and minimize friction to maximize CLTVUnderstanding the customer journey (Of people who Buy A, what are they most likely to buy next?)LTV in B2B vs. B2CLTV by channelLTV is not a static number

-Focusing on CSAT (Customer Satisfaction) and NPS (Customer Loyalty) can be powerful leading indicators

-Be proactive and check in with customers

-Have tangible goals around gathering feedback

-Aligning leadership around customer needs as you scale

-Separate and layer customer phase

-Anticipating and responding to customer challenges

-Being an organization led by Voice of the Customer

-What is the MET (Minimum Effective Time) to generate X result
-How to build relationships with intentionality
-Using the “Mom test” to make communication accessible
-Consistency in touchpoints
-Personalization at scale
-What extra things are you doing to build customer love?
-Not B2B. Not B2C. H2H. Human to Human
-Building product associations through relationships
-Psychology of positioning

Things to Learn:
How to write copy that provides real value“Providing Value” doesn’t just mean case studies/bottom of funnel playsHow to not be disruptive in your client communications Setting expectations upfront affects CLTVBe transparent about TTV (Time to Value)Don’t just “dump information”. Be tactical in how you communicate to maximize adoption

Things you will learn:
Transitioning from an individual product/course to a membership modelThe reality of retention (how to think about it)KRIs (Key Retention Indicators).  Things like coming to Office Hours, showing up in member community, visiting education site, are they opening, clicking, and engaging with emailsHow to use Airtable to make your life simple (color coding insights!)How to find, and then personally engage with high-risk accountsThe magic of “Golden Offboarding”The importance of community (Kay loves Circle)Why advocacy mattersHow to bond with customers