2. 1 Make Your Customers Love You
Let’s start with the bottom line. If you want your SaaS business to succeed, you need
customers love you.
How do you make people fall in love with an application? Make sure they:
• Get tremendous value from it
• Enjoy using it
• Receive great support, resources and help
It’s not easy, but Customer Engagement can help. By listening to your customers,
understanding them and engaging to fulfill their needs you will get customer love. It’s
really that simple.
Learn more about Totango and Customer Engagement
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3. 2 Build a Customer Success Team
In a subscription economy, customer success is your engine of growth. Successful
customers stay longer, increasing Lifetime Value and your revenues.
In our Internet connected world, customer’s success is your most important
marketing asset. Happy customers help generate new leads and business, unsatisfied
ones create PR nightmares.
Take ownership of your customers’ success. Build a team whose mission is to help
customers be successful and realize the value they subscribed for.
Read about how these companies are creating practices to drive customer success
Yammer Dropbox Alcove9
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4. 3 Create a Customer Health Score
To help customer’s succeed, you need to find out which are doing well and which are
struggling to get value from your application.
The only way to systematically do that is to define a consistent health benchmark for your
paying customers. Then track each account to see who needs help.
Good Health: Successfully using your application
Average Health: Using your application, but not at a level of a successful customer
Poor Health: Not using your application. Unsuccessful.
What defines a healthy customer depends on your service, but be sure to define, track
and monitor it on an ongoing basis
Read more about best practices in defining customer health and engagement
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5. 4 Nurture Your Paying Customers
Forget about nurturing leads into paying customers. It’s great but it’s Onboarding Campaigns
not enough.
Once someone subscribes to your service, they look to you for help
on getting the most out of their subscription. Use Lifecycle Marketing Upselling Campaigns
to do just that.
Lifecycle Marketing allows you to create personalized messages,
based on what users are doing (or not doing) with your application. Win-back Campaigns
Read more about lifecycle marketing
Watch a 5 minute video on using Totango for Lifecycle Marketing
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6. 5 Learn from Churn
Nobody likes it, but churn happens. The question is what will you learn from every
customer that churns? So that you improve the experience for current and future
customers.
To do that, make sure you define your Churn database. A place where you store
information about cancelled customers. It should contain the following:
• Reason: Why did the customer leave
• Time to Cancellation: How long were they customers before cancelling
• Engagement Trends: How engaged were they throughout their subscription
Read more about learning from churn
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