20% reduction in churn
5% of customers in refer-a-friend program
1,000 emails/tickets per month deflected
Much of Yoga International’s success can be attributed to the growth of their massive network - around 300,000 yoga enthusiasts from all over the world. These yogis come back to the site often to learn and practice and they bring with them a wealth of information -- information that Yoga International has been using to help grow.
As a membership site we’re always focused on reducing churn and increasing satisfaction. We know that collecting feedback from customers throughout the customers lifecycle has allowed us to achieve both. It’s what fuels our business.
- James Bake (VP Marketing at Yoga International)
The information customers provide to the company is captured via the Feedback survey tools soon after a member joins, when they have an issue, or if they decide to leave. The team tries to respond to each member individually to dig into their feedback.
Yoga International is a great example of how a being laser-focused on your customer and building a flywheel around them can grow your business. Their commitment to engage, guide, and grow their customer base has given Yoga International a strong flywheel motion and created a legion of happy customers.
“15 days after you join the site we send you an NPS survey asking how likely are you to refer a friend. From there we try and respond to every single one, positive and negative. And if there is an issue we try and solve it. Same with positive feedback, we listen to what people like, and pass that onto our creators to help improve the content they produce.”
HubSpot customers since 2015, they have used both the HubSpot CRM and Marketing tools to grow. However, in the past when it came to collecting the feedback so valuable to the system, they had to use a pretty disconnected set of tools and it was a major challenge. It was an easy decision for them to start using Service Hub for all their service needs, including feedback collection.
“It was vital for us to centralize our data from a customer service standpoint. Because we have the HubSpot Marketing and Sales tools, it made a ton of sense to have one spot where our reps could find all the information they need about a contact. It makes it easy to help customers as quickly and efficiently as possible.”
While the team leans most heavily on Feedback they also use Tickets as part of an automated help desk that allows them to organize, track and meet customer expectations and Knowledge Base to guide customers to help themselves. The simplicity of Knowledge Base in particular has made it easy for them to greatly expand their help center efforts.
“Knowledge Base is awesome. There are some new features we’d love to see but it’s easy to use and very familiar since we already we use HubSpot. A very short learning curve.”
- James Jennings, Yoga International -- Marketing Manager