It’s harder and it’s different to manage customersThe main communication channel is the applicationCustomer Choice
----- Meeting Notes (5/15/12 10:04) -----Start with a blast!
SaaS University - Customer Success Presentation
Customer Engagement Management Powering the Customer Era Guy Nirpaz CEO and Co-Founder, Totango
About MeTotango Co-Founder & CEOProduct = People + Tech@email@example.com
Any business with online users 100 Customers2 Million accounts 10 Million users
Totango Mission StatementTo create an ACTIVE and ENGAGEDonline user-base, resulting in more VALUE for users and better MONETIZATION for vendors.
Users are eating the world ;)Transformation: Software is eating the worldand disrupting every industryNew Way of Doing Business: Apps and OnlineServices has become THE Sales and Marketing ToolCustomer Era: Try & Buy, Subscription Economy,Zero to Low-touch Sales models, …
Make users successful first,business success will follow.
Customer Lifetime Value New$1m Old $0 Prospect Customer Free User Paying User
The Customer Adoption Model USERS USAGE FUNCTIONALITY GROW FIRST VALUE DECREASESTART ONBOARD NOT USING FAILED
SegmentingOnboarding milestonesWhen met, account can be considered establishedSTART FIRST VALUE √ Activated account √ Create first project Onboarding √ 3+ Users Established √ 60min+ of usage √ Received training
SegmentingProgressIs an account making progress?START FIRST VALUE Onboarding Established All Good: All Good: Healthy usage; Healthy usage; New, just started onboarding Full license utilization Notice: Notice: Little usage; Moderate decline in usage; Still onboarding after 30d Partial license utilization Risk: Risk: No usage; Sharp decline in usage Still onboarding after 60d Very low license utilization
What you need?A Customer Engagement databaseGroup customer by stages: Onboarding and EstablishedDefine criteria and engagement metrics for each Different workflows for different stages Onboarding: Closely monitor and proactively provide implementation support Established: Set thresholds to alert team of accounts with decreased engagement Key metrics to follow Time to onboard Engagement rates Churn (Onboarding and Established)
Totango CEM – Listen, Understand, Engage!Collect usage and Build Smart profile for Take the rightdigital interaction each user and account. engagement actionsignals. Derive insights based suitable for each on the information user/customer. collected Use the right media Segment prospects and (in-app, email, call). customers.
Customer Engagement Management Convert Free Users On Board Lifecycle New Marketing Customers Improve Retain and Product Grow Flows Customers Reduce Churn
Totango active-lists identifies which onboarding accounts needs attention Daily personalized update to each CSM with status ofOnboarding - Risk his/her accounts. Through email, totango.com and SFDC. Onboarding - Notice Recommended Actions • Risk: Contact immediately • Notice: Monitor closely, schedule a review • All Good: Follow progress, check-in next week Onboarding - All Good
Totango active-lists identifies which established accounts that need attention Daily personalized update to each CSM with statusEstablished - Risk of his/her accounts. Through email, totango.com and SFDC. Established - Notice Recommended Actions • Risk: Contact immediately • Notice: Monitor closely, schedule a review • All Good: Follow progress, monthly review Established - All Good
In actionTo: firstname.lastname@example.orgFrom: Maria, VP-Customer Success at Clouds <email@example.com>Subject: We’re rolling out Totango to improve the way we manage customer successHi! As most of you know, we recently implemented new engagement management software from Totango. Weare officially rolling it out today and expect great improvement in our ability to manage our customer successWhen you login to Totango, you will have a few account lists to monitor on a regular basis + Onboarding: Review the “Risk”, “Notice” and “All Good” onboarding lists to prioritize your work.Contact your Risk accounts immediately to help troubleshoot issues. Don’t forget: When an account finishestheir onboarding process flag then as Established either on SFDC or Totango. + Established: Review “Risk”, “Notice” and “All Good” account lists and make sure you are on-top of allthe risks. You also need to schedule a review on a quarterly basis, with “All Good” accounts, and pass alongrelevant names to sales for any upsell opportunities.You can view them directly on Totango or through daily emails you will start getting from tomorrow. Theinformation is also available on SFDC through default views we’ve installed.In addition to sorting and filtering, Totango creates an engagement profile for each account. There you canlearn what they’ve done recently and how engaged and active their account is.We will be reviewed all Risk accounts in our weekly status meeting, so it’s important you be prepared.
Onboarding MetricsOnboarding Cohorts% of onboarded accounts week1 week2 week3 week4 week5 week6 Segment by: • Demographic 8/6 – 8/12 6% • A/B test 30/7 – 8/5 6% 18% • Plan 23/7 – 29/7 2% 11% 27% • CSM 16/7 – 22/7 2% 10% 21% 29% 9/7 – 15/7 1% 11% 22% 29% 30% 2/7 – 8/7 1% 10% 23% 30% 31% 31%Onboarding ChurnCancellation during first 90 days Cancel rate MRR Loss June 2012 16% $ 700,000 May 2012 22% $ 600,000 April 26% $ 650,000
Established Accounts - MetricsEngagement BreakdownAccount brekdown by status High Medium Low Segment by: • Demographic 8/6 – 8/12 22% 53% 22% • A/B test 30/7 – 8/5 19% 58% 23% • Plan 23/7 – 29/7 16% 59% 25% • CSM 16/7 – 22/7 9% 55% 36% 9/7 – 15/7 10% 64% 26% 2/7 – 8/7 10% 66% 24%Monthly ChurnAccounts churn by month Cancel rate MRR Loss June 2012 3% $ 1,200,000 May 2012 5% $ 600,000 April 6% $ 650,000
In actionTo: firstname.lastname@example.orgFrom: Geoff, VP-Engagement at Clouds <email@example.com>Subject: Latest engagement metrics - reviewHi!See below latest metrics from our Totango, with my insights below. Let’s discuss during the team meeting.As you can see, the latest change we made to the onboarding flow really improved week-1 onboarding, and is carryinginto week 2 as well. Fully expect to see us break into the upper 30% within week 3-4.Clearly, we should prioritize step-2 of this project and roll it out the new flows into the entire customer base. week1 week2 week3 week4 week5 week6 8/6 – 8/12 7% 30/7 – 8/5 6% 18%23/7 – 29/7 2% 11% 27%16/7 – 22/7 2% 10% 21% 29% 9/7 – 15/7 1% 11% 22% 29% 30% 2/7 – 8/7 1% 10% 23% 30% 31% 31%
Turn your top users into ambassadors √ Organizational ambassadors Recognize your top users √ Generate Referrals √ Build a user community “thank you note” to your top users: ~~~~~~~~~~ Hi Michael, We wanted to say thanks for being one of our best users this month. As a token of our appreciation, we’re giving you a free 1 month access to: - our premium feature plan! no strings attached A few more things you can do to get more out of Totango: Our getting started video share with your team Tell the world why you love us! tweet facebook Join the conversation our forums
Engage Through…AuthorityVendor to User communication,Proactive and responsiveCommunityIn-product user communitiesPeople to people networksContentGuides, Tutorials, WikisMotivationGamification – contests, leaderboards, badges, recognitions
The Golden Rule Create an ACTIVE and ENGAGED user-base, resulting in more VALUE for users and better MONETIZATION for vendors.@firstname.lastname@example.org http://www.totango.com/resources