Taking the Guesswork out of a New Product Launch
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Customer Success Play by John Broady, General Manager at thismoment, at the 2014 Customer Success Summit.
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Taking the Guesswork out of a New Product Launch
- 1. Produced by Customer Success Summit 2014 Customer Success Summit 2014 Taking the Guesswork out of a New Product Launch John Broady General Manager, Thismoment jbroady@thismoment.com @johnbroadytm
- 2. Produced by Customer Success Summit 2014 About me and my company About me: • 15 years of product management experience at Yahoo, CBS Interactive, Adobe and Thismoment • Total data junkie, with a belief in using real user data to make business decisions • I’ve trained my four dogs to line up on demand for a photo shoot About Thismoment: • We’ve deployed more than 1,000 brand channels for the world’s most recognizable brands • We empower brand managers to find, mix and share content from any source and publish to any platform • Whether it’s #UGC or official brand content, we make our customers true “Brand DJs” 2
- 3. Produced by Customer Success Summit 2014 What led me to Customer Success • I’ve worked in product management nearly my entire career • I continue to be blown away at how many critical product decisions are made without real customer data • As I’ve moved into the SaaS space, I’ve arrived at a simple view of customer success: The best predictive measure of customer success is reflected in how our customers use our software. Everything else is secondary. 3
- 4. Produced by Customer Success Summit 2014 My Story • We developed our first product offering without the benefit of Totango or other customer success tracking tools • When it came time to launch our newest product, we made a commitment to leverage customer usage data (from Totango) to determine the success of our introductory product trial • Which meant we had to define success! (This is harder to do that it sounds) 4
- 5. Produced by Customer Success Summit 2014 KPIs for Success 1. Find content 2. Mix content 5 Totango: “Search content” “Add content” Totango: “Content added to playlist” “Created new playlist” “Viewed playlists page”
- 6. Produced by Customer Success Summit 2014 KPIs for Success 3. Share content 6 Totango: “Previewed playlist” “Shared playlist”
- 7. Produced by Customer Success Summit 2014 Recommended Play Use Customer Engagement to Drive Feature Development! Use when deploying a new feature or product line ! ! Clearly define KPIs for the success of the new feature. Instrument Totango to track these KPIs. Take action depending on the results.! ! We greatly increased our confidence in our new product by validating our assumptions. A game changer!! 7 Play Name:! ! When to use:! ! ! ! Play Anatomy:! ! ! ! ! ! Comments:! ! !
- 8. Produced by Customer Success Summit 2014 Lessons Learned: • Define KPIs for success up front. This is harder than it sounds, so set aside time to build consensus • Have an action plan. What happens if you don’t meet your KPIs? Prepare ahead of time so that you can react quickly based on actual usage data • Prepare to be surprised. Things that seem obvious to you will not seem obvious to customers 8
- 9. Produced by Customer Success Summit 20149 Winning in 2014! Think Big Start Small Move>>Fast!