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Make Your Best Play
Automating Customer Engagement to Maximize Results
Matt Shanahan
SVP Strategy
2
The	
  9	
  Keys	
  and	
  Customer	
  Engagement	
  
$
PRICE	
   ACQUIRE	
   BILL	
   COLLECT	
  
NURTURE	
   ACCOUNT	
...
3
Pay	
  by	
  Usage	
  
Big	
  Shi:	
  to	
  Recurring	
  Revenue	
  Models	
  
Usage	
  =	
  Value	
  =	
  Revenue	
  an...
4
Recurring	
  Revenue	
  Models	
  Demand	
  a	
  ProacGve	
  
Approach	
  
Companies	
  Must	
  Engage	
  Customers	
  B...
5
The	
  Challenge:	
  Not	
  Enough	
  Arms	
  and	
  Legs	
  
●  ProacGve	
  Engagement	
  Creates	
  
Loyal	
  Customer...
6
User	
  Engagement	
  AutomaGon	
  to	
  Drive	
  Usage	
  	
  
●  On-­‐boarding	
  
–  Send	
  login	
  reminders	
  to...
7
User	
  Engagement	
  AutomaGon	
  to	
  Drive	
  Usage	
  (cont.)	
  
●  Nurturing	
  
–  Recruit	
  advocates	
  to	
 ...
8
Results	
  
●  Increased	
  AcGve	
  User	
  PopulaGon	
  20%	
  
●  Stabilized	
  and	
  Grew	
  RetenGon	
  Rate	
  
	...
9
Automated	
  Monitoring,	
  Analysis,	
  and	
  AlerGng	
  
●  On-­‐boarding	
  
–  Missed	
  On-­‐boarding	
  Milestone...
10
Automated	
  Monitoring,	
  Analysis,	
  and	
  AlerGng	
  (cont.)	
  
●  Compliance	
  
–  NoGficaGon	
  of	
  Customer...
11
Results	
  
●  6%	
  Revenue	
  Above	
  ExpectaGons	
  
●  Accelerated	
  Conversion	
  and	
  MRR	
  Growth	
  in	
  ...
12
New	
  AutomaGon	
  OpportuniGes	
  Across	
  the	
  Enterprise	
  
●  On-­‐boarding	
  
●  AdopGon	
  
●  RetenGon	
  ...
13
●  Provisioning	
  
●  Logging	
  In	
  
●  Using	
  Features	
  
Milestones	
  
A	
  Play	
  Represents	
  
Each	
  Mi...
14
How	
  Scout	
  Playbooks	
  Works	
  
●  Define	
  Trigger	
  
CondiGons	
  
●  Assign	
  
AutomaGon	
  or	
  
Workflow	...
15
How	
  Scout	
  Playbooks	
  Works	
  
●  IniGate	
  
AutomaGon	
  and	
  
Workflows	
  in	
  
Target	
  Systems	
  
●  ...
16
How	
  Scout	
  Playbooks	
  Work	
  
4	
   OpGmize	
  for	
  ConGnuous	
  Improvement	
  
“Your	
  Next	
  Big	
  Play...
SEPTEMBER	
  2013	
  
AutomaGng	
  Customer	
  
Engagement	
  to	
  	
  
Maximize	
  Results	
  
Make	
  Your	
  Best	
  P...
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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 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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Transcript of "Supercharge Your Subscription Lifecycle by AutomatingOperations: ScoutAnalytics (Subscribed13)"

  1. 1. 1 Make Your Best Play Automating Customer Engagement to Maximize Results Matt Shanahan SVP Strategy
  2. 2. 2 The  9  Keys  and  Customer  Engagement   $ PRICE   ACQUIRE   BILL   COLLECT   NURTURE   ACCOUNT   MEASURE   ITERATE   SCALE  
  3. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 14 How  Scout  Playbooks  Works   ●  Define  Trigger   CondiGons   ●  Assign   AutomaGon  or   Workflow   ●  Define  Desired   Outcome   1   Define  Play   e.g.  First  Login  
  15. 15. 15 How  Scout  Playbooks  Works   ●  IniGate   AutomaGon  and   Workflows  in   Target  Systems   ●  Coordinate  Plays   Across  Playbooks   2   Deploy  and  Orchestrate  
  16. 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. 17. SEPTEMBER  2013   AutomaGng  Customer   Engagement  to     Maximize  Results   Make  Your  Best  Play  
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