Customer Engagement for SAAS

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Customer Engagement for SAAS

  1. 1. Customer Engagement for SAAS Karl Wirth CEO/Founder Apptegic www.apptegic.com @apptegic Customer Engagement
  2. 2. Customer Engagement The Attention and Time of Your Online Your Users Business and Customers© Apptegic, Inc. 2
  3. 3. Understand Customer Engagement• Better Serve your Customers• Better Improve your Product© Apptegic, Inc. 3
  4. 4. Two Examples of Customer Engagement Customer Engagement
  5. 5. Karl’s talk High Engagement Nodded head 10 times Asked 3 questions Took lots of notes 5 people from same Let’s talk more Your engagementSAAS UParticipants Low Engagement Nodded off Stayed for 15 minutes Never again Wrote nothing down Booed 30 minutes © Apptegic, Inc. 5
  6. 6. Karl’s talk High Engagement Nodded head 10 times Asked 3 questions Took lots of notes 5 people from company Let’s talk moreSAAS UParticipants Low Engagement Nodded off Stayed for 15 minutes Never again Wrote nothing down Booed 30 minutes © Apptegic, Inc. 6
  7. 7. Document Management SAAS High Customer Engagement Connected with >10 colleagues Uploaded >3 documents Used collaborate 20 of 30 days Used spreadsheet & document Free TrialLeads Low Customer Engagement Connected with 1 colleague Uploaded 0 documents Used collaborate 1 of 30 days Used spreadsheet only 30 days © Apptegic, Inc. 7
  8. 8. Document Management SAAS High Customer Engagement Connected with >10 colleagues Uploaded >3 documents Used collaborate 20 of 30 days Used spreadsheet & documentLeads Low Customer Engagement Connected with 1 colleague Uploaded 0 documents Used collaborate 1 of 30 days Used spreadsheet only 30 days © Apptegic, Inc. 8
  9. 9. How can you measure Customer Engagement? Customer Engagement
  10. 10. Measure what your users do• Collect user/account activity Your• Where to collect it? Web Service• How much to collect?© Apptegic, Inc. 10
  11. 11. Form a Hypothesis • Shared 3 docs • Uploaded 5 docs in last 3 days • Visited in the last week© Apptegic, Inc. 11
  12. 12. Refine using Ideal Group Ideal Group © Apptegic, Inc. 12
  13. 13. Refine using Historical Data© Apptegic, Inc. 13
  14. 14. Tools for Customer Engagement 1. Google Analytics 2. Build Yourself Your Web ServiceInstrument the application Store the data Create Analytics Integrate (Beacon, Logs, Post) (large amounts) Create ReportsCollect per user usage data Share Reports Do comparative analysis 3. Outsource it to Apptegic! © Apptegic, Inc. 14
  15. 15. What can you do with Customer Engagement? Customer Engagement
  16. 16. Prioritize effort • You have limited time • And many trialists • Focus sales and marketing on the best prospects © Apptegic, Inc. 16
  17. 17. Move Low Engagement to High Document Management SAAS High Customer Engagement Connected with >10 colleagues Uploaded >3 documents Used collaborate 20 of 30 days Used spreadsheet & documentLeads Low Customer Engagement Connected with 1 colleague Uploaded 0 documents Used collaborate 1 of 30 days Used spreadsheet only 30 days © Apptegic, Inc. 17
  18. 18. Encourage behavior(via communication) Bob, Thanks for using our Document Management app. Try out our collaboration features. You can work on the doc with a friend. © Apptegic, Inc. 18
  19. 19. Encourage behavior(with your product) “One of the key parts of operations is a ‘growth team,’ which is a centralized team Facebook set up to help its users stay connected an engaged. For example, Zuck said that through this team, the company found that members need to have at least ten friends to have enough content in the news feed to come back to the site. So Facebook reengineered the whole flow of the site when someone signs in to focus on having people find other people to connect with, so that people can get connected with friends (and meet that minimum) right away” http://techcrunch.com/2011/10/30/facebooks-zuckerberg-if-i-were-starting-a-company-now-i-would- have-stayed-in-boston/© Apptegic, Inc. 19
  20. 20. Convert more Free Trials to Paying Customers Customer Engagement
  21. 21. Renew, Upsell, and Reduce Churn Customer Engagement
  22. 22. Figure out who Tamekia and Shannon are and why they aren’t using the solution.© Apptegic, Inc. 22
  23. 23. Demo to Hercules how others use Collaborate© Apptegic, Inc. 23
  24. 24. Improve your Product Customer Engagement
  25. 25. Invest in features that matter© Apptegic, Inc. 25
  26. 26. Apptegic Customer Engagement
  27. 27. Customer Engagement for SAAS @apptegic www.apptegic.com CONFIDENTIAL 27

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