Customer Success Applied Outside the Box

•

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Totango

Customer Success Play by Alex Brower, VP Operations at Crittercism at the 2014 Customer Success Summit.

Business

3/24/14 Confidential 1
2014 Customer Success Summit
Alex Brower
VP Operations, Crittercism
Customer Success Applied Outside the Box

•  Monitor and ensure mobile
app performance
•  Enable enterprises to
deliver faster, better, and
smarter mobile apps
Our Advantage
•  Complete Mobile Monitoring
•  Mobile First
•  Mobile Scale (1B app users)
Customers Who Trust UsWhat We Do

Rewind to Fall 2012
-  Started October 2012 to run Finance + Operations
-  Great product traction (fire hose of Freemium signups)
-  Early throes of licensing / pricing
-  First focus = measure the business and help scale it
(focus on the SaaS metrics you all know)
-  Quickly realized p0 needs:
-  enable sales / marketing with understanding of how our
product is used and by whom
-  for our product and engineering teams to keep on shipping!

0. Don’t let sales + marketing fly blind
-  Implemented Customer Success solution (Totango) Jan 2013
-  Primary implementation goal / play #0:
1.  Track usage (and non-usage) of paid features during trial
2.  Put users on automated email drip campaigns that
enabled them with usage tips aimed to +stickiness
3.  Correlate behavior with deal value, tie back to lead source,
inform demand gen efforts

Play #1: Don’t let assumptions or anecdotes about
feature usage be a distraction – measure it.
1. Measure it: “Search by User” (Product)

1. Measure it: “Search by User” (Product)
-  Search by User feature
enables our customers to be
proactive about app
performance issues
-  “It’s hard to find”
-  Customer success analytics
indicated people were
finding it and it was
massively popular

2. Package your product with customer behavior insights (Marketing)
Play #2: If your marketing team is working on changes to
how your product is packaged, make sure the work is
informed by actual, measurable customer behavior.

-  Most companies struggle to get product
packaging “right”
-  Don’t expect you’ll get it exactly “right” for
every customer
-  Hold yourself to a standard of intelligent
iteration and use the right tools to get there
2. Package your product with customer behavior insights (Marketing)

3. Your success = theirs
Play #3: Don’t be afraid to use customer success tools to
get what you want out of customers. Your success =
theirs.

3. Your success = theirs
Use Totango for A/R Collections?
If it works.

Contact Info:
Alex Brower
alex@crittercism.com
Run better, faster, and smarter
mobile apps with Crittercism.
www.crittercism.com
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Customer Success Applied Outside the Box

1. 3/24/14 Confidential 1 2014 Customer Success Summit Alex Brower VP Operations, Crittercism Customer Success Applied Outside the Box

2. •  Monitor and ensure mobile app performance •  Enable enterprises to deliver faster, better, and smarter mobile apps Our Advantage •  Complete Mobile Monitoring •  Mobile First •  Mobile Scale (1B app users) Customers Who Trust UsWhat We Do

3. Rewind to Fall 2012 -  Started October 2012 to run Finance + Operations -  Great product traction (fire hose of Freemium signups) -  Early throes of licensing / pricing -  First focus = measure the business and help scale it (focus on the SaaS metrics you all know) -  Quickly realized p0 needs: -  enable sales / marketing with understanding of how our product is used and by whom -  for our product and engineering teams to keep on shipping!

4. 0. Don’t let sales + marketing fly blind -  Implemented Customer Success solution (Totango) Jan 2013 -  Primary implementation goal / play #0: 1.  Track usage (and non-usage) of paid features during trial 2.  Put users on automated email drip campaigns that enabled them with usage tips aimed to +stickiness 3.  Correlate behavior with deal value, tie back to lead source, inform demand gen efforts

5. Play #1: Don’t let assumptions or anecdotes about feature usage be a distraction – measure it. 1. Measure it: “Search by User” (Product)

6. 1. Measure it: “Search by User” (Product) -  Search by User feature enables our customers to be proactive about app performance issues -  “It’s hard to find” -  Customer success analytics indicated people were finding it and it was massively popular

7. 2. Package your product with customer behavior insights (Marketing) Play #2: If your marketing team is working on changes to how your product is packaged, make sure the work is informed by actual, measurable customer behavior.

8. -  Most companies struggle to get product packaging “right” -  Don’t expect you’ll get it exactly “right” for every customer -  Hold yourself to a standard of intelligent iteration and use the right tools to get there 2. Package your product with customer behavior insights (Marketing)

9. 3. Your success = theirs Play #3: Don’t be afraid to use customer success tools to get what you want out of customers. Your success = theirs.

10. 3. Your success = theirs Use Totango for A/R Collections? If it works.

11. Contact Info: Alex Brower alex@crittercism.com Run better, faster, and smarter mobile apps with Crittercism. www.crittercism.com V1 V2 V3

Customer Success Applied Outside the Box

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