SlideShare a Scribd company logo
3 Sure Fire Tips
       to
 Retain & Grow
  Customers
    April 2012
Revenue Acceleration throughout the Lifecycle

 1.4 Million Businesses Analyzed and Optimized


                                drive conversion




                                grow lifetime value




                                boost retention
The Goal




Negative Churn >100% Renewal Rate
1
Focus on Customer Engagement
Engagement = Customer Spending

           Customer Actions Speak Loudest

Real Time Streams                           Attributes


Time spent                           Tickets submitted
Active users                                  Bills paid
Features used                          Referrals made
Relative engagement                 Webinars attended
Fun Fact # 1




Did you know that:

Free trial users who are still active
during day three of their trial were four
times more likely to convert into
paying users than the average
customer




         4/10
Fun Fact #2

Did you know that:

A full half of paid SaaS customers log in less than once
a month or do not use their paid service at all.




                           6/10
Fun Fact #3




Did you know that:


Most cancellations were preceded by
a period of non-use




        8/10
2
Build a Customer Success Team
Customer Support > Customer Success

         Help Customers Be Successful




     Customer Support    Documentation

Sales Engineering                  Pro Services
3
Deliver Personalized Content
Right Content at The Right Time

Next Best Action based on User Actions


In-App                     How-To

 E-mail                    Knowledge Base


  Call                     Coaching
Drive Engagement to Accelerate Revenues




Collect usage and     Build smart profile for   Take the right
digital interaction   each user and smart       engagement action
signals.              segments of accounts      suitable for each
                      based on user actions     user/customer.
www.totango.com
Thank You!

   Dominique Levin
 VP Marketing, Totango

       @totango
    @nextgencmo
dominique@totango.com

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Totango 3 tips to grow retain customers

  • 1. 3 Sure Fire Tips to Retain & Grow Customers April 2012
  • 2. Revenue Acceleration throughout the Lifecycle 1.4 Million Businesses Analyzed and Optimized drive conversion grow lifetime value boost retention
  • 3. The Goal Negative Churn >100% Renewal Rate
  • 4. 1 Focus on Customer Engagement
  • 5. Engagement = Customer Spending Customer Actions Speak Loudest Real Time Streams Attributes Time spent Tickets submitted Active users Bills paid Features used Referrals made Relative engagement Webinars attended
  • 6. Fun Fact # 1 Did you know that: Free trial users who are still active during day three of their trial were four times more likely to convert into paying users than the average customer 4/10
  • 7. Fun Fact #2 Did you know that: A full half of paid SaaS customers log in less than once a month or do not use their paid service at all. 6/10
  • 8. Fun Fact #3 Did you know that: Most cancellations were preceded by a period of non-use 8/10
  • 9. 2 Build a Customer Success Team
  • 10. Customer Support > Customer Success Help Customers Be Successful Customer Support Documentation Sales Engineering Pro Services
  • 12. Right Content at The Right Time Next Best Action based on User Actions In-App How-To E-mail Knowledge Base Call Coaching
  • 13. Drive Engagement to Accelerate Revenues Collect usage and Build smart profile for Take the right digital interaction each user and smart engagement action signals. segments of accounts suitable for each based on user actions user/customer.
  • 15. Thank You! Dominique Levin VP Marketing, Totango @totango @nextgencmo dominique@totango.com