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Companies with browser apps, a.k.a. cloud apps, sell software typically on a subscription basis; as a "SaaS" company: "Software as a Service" vs licensing software. Analyzing the data from your SaaS Sales Funnel can steer business leaders to help customers emerge from the murky ooze of the Internet and drive towards paying for products and services. All of which is a big mathematical model, with three ways of making money: from new customers, by reducing churn (keeping customers) and by increasing the amount each customer spends (ARPU).
If you understand and manage your Customer Experience through loyalty; you can be more predictive about your future. i.e. if we do this, then we know it will impact this.
Using the RAPid Loyalty approach (as designed by Dr. Bob Hayes and used at TCELab), we can see the three loyalty dimensions of retention, advocacy and purchasing and how they pertain to a SaaS company.
Read the full article here: http://www.stephdokin.com/articles/17811/guessing-vs-knowing-customer-loyalty-in-the-saas-s/
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