Totango and KJR Associates Webinar: Customer Journey Mapping

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Learn to define the customer journey for your key service offerings; understand milestones such as onboarding, first value, growth; define success and risk indicators for each phase; and establish strategies to drive adoption.

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Totango and KJR Associates Webinar: Customer Journey Mapping

  1. 1. Customer Journey Mapping for SaaS December 11, 2012
  2. 2. Agenda1.  Intro to The User Era2.  Customer Journey Mapping3.  Case Study4.  Next Steps
  3. 3. The User Era
  4. 4. 61% offer try-before-you-buy
  5. 5. 44% offer Land and Expand Models
  6. 6. 57% shifting to customer metrics
  7. 7. 3 Myths
  8. 8. Myth 1: It’s ALL About Customer Acquisition
  9. 9. Myth 1: It’s ALL About Customer Acquisition Customer Acquisition Customer Growth Lead to Deal Deal to Value 61% of revenues comes from existing customers
  10. 10. Myth 2: Focus on Recurring Revenues
  11. 11. Myth 2: Focus on Recurring Revenues Create recurring value, revenues will follow
  12. 12. Myth 3: Data, Data, Data …
  13. 13. Myth 3: Data, Data, Data …Cancellations are preceded by non-use Oh and … 50% of users don’t use the service they pay for
  14. 14. About Totango100 Customers10 Million users
  15. 15. The Customer Journey
  16. 16. Customer Journey MapThe first step is adopting a model thatis inline with the value delivered to the customer USERS USAGE FUNCTIONALITY GROW FIRST VALUE DECREASE START ONBOARD NOT USING FAILED
  17. 17. 5 Steps to Customer Journey Mapping1.  Define First Value2.  Define On Track for onboarding users3.  Define On Track for established users4.  Figure out how to measure On Track5.  Define an Action for each segment
  18. 18. Define Onboarding ProgressProgressIs an account making progress?START FIRST VALUE Onboarding Established
  19. 19. Define Onboarding ProgressProgressIs an account making progress?START FIRST VALUE Onboarding All Good: Healthy usage; New, just started onboarding Notice: Little usage; Still onboarding after 30d Risk: No usage; Still onboarding after 60d
  20. 20. Define Established Account ProgressProgressIs an account making progress?START FIRST VALUE Established All Good: Healthy usage; Full license and feature utilization Notice: Moderate decline in usage; Partial license and feature utilization Risk: Sharp decline in usage; Very low license and feature utilization
  21. 21. From Model to Measure …ProgressIs an account making progress?START FIRST VALUE Onboarding Established All Good: All Good: Healthy usage; Healthy usage; New, just started onboarding Full license and feature utilization Notice: Notice: Little usage; Moderate decline in usage; Still onboarding after 30d Partial license and feature utilization Risk: Risk: No usage; Sharp decline in usage; Still onboarding after 60d Very low license and feature utilization
  22. 22. Engagement Signals Usage User Actions Assets Created Business Human Demographics ContractInteractions Touch Training Company size Licenses TaggingSupport Requests Region LTV Surveys/NPS Account Ownerships Renewal Date
  23. 23. Engagement Actions Right Right Right RightCustomer Action Channel Time In real-time, every time …
  24. 24. Example 1: Trial NurturingTrial - Curiosity Recommended Actions Trial - Evaluating •  Hot: Call. Ready to buy. Trial - Hot •  Evaluating: E-mail daily. Next step tip. •  Curiosity: E-mail weekly. Value prop.
  25. 25. Example 2: Grow CustomersEstablished - Risk Recommended Actions Established - Watch •  Risk: Can I help? Review. Established - All Good •  Watch: How to nurturing. •  All Good: Contact to sell more.
  26. 26. Case Study
  27. 27. Customer Success Use Case
  28. 28. Totango - ROI +25% RetentionTotango Engagement: Churn rates: 55% 10% 5%
  29. 29. Totango - ROI +25% Retention % of accounts with good health first month second third month monthTotangoBest practice 10/2012 38%implemented 09/2012 25% 28% 08/2012 22% 25% 28% 07/2012 27% 19% 18% 06/2012 31% 19% 20% 05/2012 34% 20% 17%
  30. 30. Totango - ROI +25% Retention % of accounts with good health first month second third month month Totango Best practice 10/2012 38% implemented 09/2012 25% 28% 08/2012 22% 25% 28% 07/2012 27% 19% 18%•  Before  Totango:  score  decline  month  by  month   06/2012 31%•  A8er  Totango:  month  by  month  Increase   19% 20% 05/2012 34% 20% 17%
  31. 31. Totango - ROI +25% Retention % of accounts with good health first month second third month monthTotangoBest practice 10/2012 38%implemented 09/2012 25% 28% 08/2012 22% 25% 28% 07/2012 First  month  engagement  19% 27% improving   18% 06/2012 31% 19% 20% 05/2012 34% 20% 17%
  32. 32. Summary
  33. 33. What you can Expect?Customer Renewals Upselling Customer Success Marketing 300% 25% 20% 4x moreincrease in increase in increase in engagement activated retention in account value with email accounts 3 months annually campaignsDropbox level engagement without the$5 million and 2 years of development
  34. 34. SummaryTo grow customer revenues:1.  Deliver recurring user value2.  Start by mapping your customer journey3.  Right action, right customer, right time
  35. 35. Call to ActionRead case studies at www.totango.comLearn about our custom one-day workshopContact usken@kjrassociates.comdominique@totango.com

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