run a smart saas company

Smart Customer Engagement: Data-Driven Customer Success

Webinar Outline •  Introduction to data-driven customer success

•  Customer Segmentation and Renewal Success, thismoment case study

•  How to get started?

•  Q&A

2

INTRODUCTION Data-Driven Customer Success

3

Totango powers SaaS businesses of every size

Totango powers SaaS businesses of every size

About Me

Guy Nirpaz, CEO & Co-Founder, Totango [email protected] / @guynirpaz

About Totango

100+ SaaS Customers 2 Million Accounts 20 Million Users

The cloud has changed business in three fundamental ways…

•  Delivery model

•  Financial model

•  Engagement model

90% of customer data now lives in applications…

… and it opens up a whole new way to

engage customers and maximize revenue

But today’s customer systems are missing this critical data

Product usage is the #1 driver of key SaaS metrics

Active trial users are 4x more likely to buy.

Model SaaS companies earn 25% incremental revenue from existing customers.

90% of churn is preceded by poor product usage.

“ ”

“

“ ” ”

ü  Trial conversion

ü  Freemium-to-paying conversion

ü  Renewal and churn rates

ü  Upsell and add-on sales

Totango unlocks buy and churn signals from real-time app usage and engagement data…

… and makes it actionable to drive revenue and key business processes across sales, marketing, customer success, and products.

The Key to Success: Driving Recurring Customer Value

•  Prove first value with trials and freemium to drive customer acquisition •  Focus on customer success and ongoing value to contain churn •  Deliver new value to increase upsell and add-on sales

START FIRST VALUE

ONGOING VALUE

Trial Onboarding & Adop2on Renewal & Upsell

NEW VALUE

Engage with customers in a whole new way User

Onboarding

Customer Success

Customer Marketing &

Advocacy

Trial Conversion

Applications Connectors Real Time Usage Streams

Business Connectors Demographics, Contracts, Billing, Tickets

CRM, helpdesk, contracts, billing app usage, saas interaction, social media, online behavior

Product Experience

Revenue & Churn

Management

Understand Analyze & Extract Buy/Churn Signals

Engage Drive Key Business Processes and Actions

Listen Collect Rich Data

Users and Accounts

Examples of insights? 1. Metrics

•  Customer Health •  Engagement Score •  Vital Signs

2. Alerts and Flags •  Admin change •  #customer tickets •  Real-time online status

3. Discovery •  Custom lists •  Segmentation •  Adhoc queries

What are the usage indicators of

upgrading from freemium to paying?

Which customers are ready to buy this month?

Which new customers need more training or

on-‐boarding assistance?

What renewals are at risk in the next 6

months?

Which customers are power users and ready

for the advanced product?

Which ac=ve evaluators gone

dark?

Which customers need a>en=on

today?

Insights require the right architecture

Big Data and Predictive Analysis

Segmentation User-level + Company-level

Data Model

Real-time event monitoring

Highly Scalable

THISMOMENT, INC. PROPRIETARY AND CONFIDENTIAL. 15

Customer Segmentation and Renewal Success

John Broady General Manager, Thismoment


Who we are

2008

over

APRIL

COMPANY PROFILE

6 OFFICES

3 CONTINENTS

FOUNDED IN

with 150 EMPLOYEES

LEADERSHIP BACKGROUND

FUNDING PARTNERS


Founded!April 2008""

•  Founded in April 2008

•  Focus on connecting brands and consumers through technology

•  Key product: Distributed Engagement Channel

•  6 offices across 3 continents, 170 employees and growing

WE ENABLE THE WORLD’S MOST

dynamic brand experiences


Create, manage, publish and measure Power content-rich brand experiences across all digital touchpoints


Moderate user-generated content before going live

Pull in user-generated content via social hashtags and make it easy

for users to upload their content via any social channel or device

UGC campaign creation & management


Local campaigns, global consistency

GERMANY BRAZIL NEW ZEALAND INDIA USA


Over 200 leading brands use DEC Automotive

Consumer Goods

Finance and Insurance

Food/Beverage/ Restaurant

Media and Entertainment

Technology

Retail

Health/Home/Personal Care/Travel/Others


Over 200 leading brands use DEC Automotive

Consumer Goods

Finance and Insurance

Food/Beverage/ Restaurant

Media and Entertainment

Technology

Retail

Health/Home/Personal Care/Travel/Others

400+ deployments across YouTube, Facebook, the web and mobile


6 minutes over

AVERAGE TIME SPENT PER VISIT

Brands achieve maximum engagement

Video Views

Time Spent

Social Shares

Increases in channel engagement and core marketing KPIs


Customer Segmentation and Renewal Success


1) Planning

2) Implementation 3) Post-launch

4) Maintenance

Customer lifecycle – Typically 12 months

Renewal


The single best indicator of customer value is

product usage

Contract renewal is driven by demonstrating customer value


How do we measure product usage?


What are our key customer segments?

Area of product usage

Lifecycle phase

Account tier

Change in usage pattern

Content management Analytics

Page creation

Tier 1 Tier 2 Tier 3

Planning Implementation Post-launch Maintenance

Active à Inactive Inactive à Active


Gaining segment insights with Totango


Gaining segment insights with Totango

Tier 1

Post-launch

Change

Take action


Totango reports drive Account Manager activity


Engagement reports show trends


Engagement data integrated with Salesforce Totango segment and engagement information is available for every member of the organization inside of Salesforce.


Automated email triggers through Marketo (coming soon!) Dear Jim,

In summary: My recommendations

•  Know how your customers are using your product

•  Determine your key customer segments

•  Understand the critical phases of customer success

•  Take action to measure and act on the above

HOW TO GET STARTED?

Customer Success Mission: Driving recurring value across the customer journey

START FIRST VALUE

ONGOING VALUE

Trial Onboarding Upsell

NEW VALUE

Renewal

The Active Customer Model, change is constant!

39

Stay Fit and proactively drive Customer Value

Sense for changes: Which Customers need attention any why?

Customer Success Sensors; “Which customer needs attention and why?”

Make Impact

Monitor

Identify Diagnose

Take Action

Example: “Who needs training?”

Totango Confidential 41

Make Impact

Monitor

Identify Diagnose

Take Action

1.  Monitor – All customers

2.  Identify - System will signal ‘leading indicators’ - e.g. shallow usage or low utilization

3.  Diagnose – which training is required?

4.  Take Action – based on customer type (is strategic?), life-cycle stage, product edition, size either run an automated/manual campaign

5.  Make Impact – Ensure proper usage which leads to retention, value and growth.

Customer Success Playbook: Plays to operationalize value delivery across the customer journey

START FIRST VALUE

ONGOING VALUE

NEW VALUE

Onboarding Plays

ü  Speedy first value ü  New team/user

onboarding

Renewal / Churn Management Plays

ü  Product coverage ü  Revive momentum ü  New feature

adoption ü  Admin change ü  Loss of exec

sponsorship

Upsell / Customer Advocacy Plays

ü  Cultivate champions

ü  New product evangelism

QUESTIONS?

Totango Confidential 43