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Supercharge Your Subscription Lifecycle by AutomatingOperations: ScoutAnalytics (Subscribed13)

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Your customer base is loaded with revenue opportunities, but how do you optimize your pricing and packaging model to maximize value? Recurring revenue optimization is a discipline that uses analytics …

Your customer base is loaded with revenue opportunities, but how do you optimize your pricing and packaging model to maximize value? Recurring revenue optimization is a discipline that uses analytics to help you predictably sell the right subscription to the right customer at the right time for the right price. Learn how SaaS businesses are leveraging

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  • 1. 1 Make Your Best Play Automating Customer Engagement to Maximize Results Matt Shanahan SVP Strategy
  • 2. 2 The  9  Keys  and  Customer  Engagement   $ PRICE   ACQUIRE   BILL   COLLECT   NURTURE   ACCOUNT   MEASURE   ITERATE   SCALE  
  • 3. 3 Pay  by  Usage   Big  Shi:  to  Recurring  Revenue  Models   Usage  =  Value  =  Revenue  and  Profitability   Pay  by  Product   So:ware   Media   Transport   InformaGon   Healthcare  
  • 4. 4 Recurring  Revenue  Models  Demand  a  ProacGve   Approach   Companies  Must  Engage  Customers  Before  They  Ask   Which  users   might  be   advocates?   Are  rate   plans   working?   Are  they  ready   to  buy  more?   Why  haven’t  they   used  the  product?   Do  users  need   more  help?   Connected  Products   Offer  Transparent   Usage  Insights  
  • 5. 5 The  Challenge:  Not  Enough  Arms  and  Legs   ●  ProacGve  Engagement  Creates   Loyal  Customer   –  Requires  ConGnuous  Monitoring,   Analysis,  and  AlerGng  to  Retain  and   Grow  Revenue   ●  Customer  AdopGon  Happens  One   User  at  a  Time   –  Requires  Personalized  User   Engagement  to  Retain  and  Grow   Usage  
  • 6. 6 User  Engagement  AutomaGon  to  Drive  Usage     ●  On-­‐boarding   –  Send  login  reminders  to  new  users   –  Target  training  to  new  users  based  on  roles  and  products   ●  AdopGon   –  Target  training  to  users  based  on  feature  usage   –  Promote  feature  discovery  and  adopGon  to  users  by  product  and  usage   –  Reference  peers  in  their  organizaGon  that  can  assist     ●  RetenGon  Monitoring   –  Comeback  reminder  to  users  with  a  drop-­‐off  in  usage   –  Promote  unused  features  that  are  used  by  peers  
  • 7. 7 User  Engagement  AutomaGon  to  Drive  Usage  (cont.)   ●  Nurturing   –  Recruit  advocates  to  promote  on  social  media   –  Surveys  users  based  on  usage  paerns   ●  Compliance   –  NoGfy  user  with  violaGons  such  as  sharing   –  Monitor  and  report  unusual  acGvity  to  customer  (e.g.,  excessive  downloads)   –  Automate  deprovisioning  of  users   ●  Up-­‐selling   –  NoGfy  denied  user  of  whom  to  contact  for  access  
  • 8. 8 Results   ●  Increased  AcGve  User  PopulaGon  20%   ●  Stabilized  and  Grew  RetenGon  Rate     Case  Example   Challenges   ●  Increasing  CompeGGon   ●  DeterioraGng  Economic   Environment   Approach   ●  Automated  Login  Nurturing   ●  MulG-­‐stage  Content  TargeGng   XpertHR  UK  
  • 9. 9 Automated  Monitoring,  Analysis,  and  AlerGng   ●  On-­‐boarding   –  Missed  On-­‐boarding  Milestones   ●  AdopGon   –  NoGficaGon  of  Usage  Thresholds  Not  Being  Met   –  NoGficaGon  of  End  User  AutomaGon  Failures     ●  RetenGon  Monitoring   –  NoGficaGon  of  Buyer   –  NoGficaGon  of  Power  User  Departure   –  NoGficaGon  of  User  DeacGvaGons   ●  Up-­‐selling   –  SegmentaGon  of  Renewals  into  Renewal  Strategies   –  NoGficaGon  of  Renewal  Price  Increase  
  • 10. 10 Automated  Monitoring,  Analysis,  and  AlerGng  (cont.)   ●  Compliance   –  NoGficaGon  of  Customers  with  AcGonable  ViolaGons   –  Report  Usual  AcGvity  to  Customer   ●  Nurturing   –  IdenGfy  Customers  Most  Likely  to  Be  Advocates   ●  Data  Quality   –  NoGficaGon  of  Data  Quality  Issues  
  • 11. 11 Results   ●  6%  Revenue  Above  ExpectaGons   ●  Accelerated  Conversion  and  MRR  Growth  in  from  6  to  4  Months     ●  Enhanced  RetenGon  and  Renewal   Case  Example   Challenges   ●  Convert  1,200  SubscripGon   Customers  to  New  Plagorm   Approach   ●  ExcepGon-­‐based  Customer   Engagement   ●  Value-­‐based  Pricing   EDA  
  • 12. 12 New  AutomaGon  OpportuniGes  Across  the  Enterprise   ●  On-­‐boarding   ●  AdopGon   ●  RetenGon   ●  Renewals   ●  Trials   ●  Cross-­‐sell   ●  Compliance   ●  Provisioning   ●  Usage  Charges   ●  Customer  NoGficaGons   ●  Advocate  Nurturing   ●  Cross-­‐sell   ●  Trials  
  • 13. 13 ●  Provisioning   ●  Logging  In   ●  Using  Features   Milestones   A  Play  Represents   Each  Milestone   Example  of  New  Tools  for  AutomaGon   Defined  Business  ObjecGve:  On-­‐Boarding  New  Customers   ●  Trigger   ●  AcGon   ●  ResoluGon   For  Each  Play  
  • 14. 14 How  Scout  Playbooks  Works   ●  Define  Trigger   CondiGons   ●  Assign   AutomaGon  or   Workflow   ●  Define  Desired   Outcome   1   Define  Play   e.g.  First  Login  
  • 15. 15 How  Scout  Playbooks  Works   ●  IniGate   AutomaGon  and   Workflows  in   Target  Systems   ●  Coordinate  Plays   Across  Playbooks   2   Deploy  and  Orchestrate  
  • 16. 16 How  Scout  Playbooks  Work   4   OpGmize  for  ConGnuous  Improvement   “Your  Next  Big  Play”   ●  Performance  by   Play   ●  Track  In-­‐Progress   Plays   3   Track  Results  in  Real-­‐Time  
  • 17. SEPTEMBER  2013   AutomaGng  Customer   Engagement  to     Maximize  Results   Make  Your  Best  Play