3. 3
The End of the One
Night Stand
How to Build Long-Lasting
Relationships with Your
Customers?
Guy Nirpaz, CEO & Co-Founder
4. about.me
4
name Guy Nirpaz
role CEO & Co-Founder, Totango
location Palo Alto, CA
email guy@totango.com
twitter @guynirpaz
years in startups 10
background engineering & product management
5. Leader in Customer Success for SaaS
Companies:
hundreds of customers
10 million accounts | 500 million users
6. 6346members
+100 new members
10,000
5,000
every week 0
Source: LinkedIn Customer Success Form
10. The Customer Success
VALUE
over
customer management
CUSTOMER ACTIONS
over
words
REAL-TIME SENSORS
over
historical snapshots
CONTEXTUAL ENGAGEMENT
over
periodic check-ins
ALL CUSTOMERS
over
high-value customers
ALL USERS
over
buyers and decision makers
Manifesto
11. What does your company do in between?
Acquisition Renewal
12. Drive Recurring Value
DECREASE
VALUE
DECREASE
VALUE
CHURN
CHURN
GROW VALUE
FIRST
VALUE
START
INCREASE
USERS INCREASE
USAGE
EXPAND
FUNCTIONALITY
CHURN
ONGOING
VALUE
Onboarding Adoption Renewal & Upsell
14. Increase product engagement at all levels
Product engagement varies
across job levels (frontline,
management, execs)
Creating passionate users is
key to preventing churn
Best-in-class companies focus
on creating value for every
user
15. Net Promoter Scores don’t give an accurate
picture of customer happiness
Forrester analyst
Richard Evensen
NPS is being positioned as a
cure to all business ills and a way
to understand everything you
need to know about your
customers… with just one
question. It feels like selling
snake oil and is likely one of the
drivers for the view that
researchers hate this metric.
16. Accurately gauge your customers’ happiness
Monitor each customer’s
individualized health score
Based on facts, not opinions
and anecdotes
Predictive
Adaptive
17. What should a “true” health score include?
THE PRIMARY VITAL SIGNS OF CUSTOMER HEALTH
User
Engagement
Business
Outcomes
Service
Utilization
Customer
Satisfaction
18. Create multiple health profiles
- By customer segment
- By customer journey stage
Define which accounts fit
each profile
Totango will automatically
adapt the right scorecard
for each customer
20. Smart customer interactions pay off
81% of consumers are
willing to pay more for a
better customer
experience
21. What is smart customer engagement?
You proactively engage
You contact them at the right
moment
You send intelligent messages
that align with the customer’s
current needs
You deliver reliable, consistent
experiences
22. Rethink customer engagement
We pursue continual transformation (in customer
engagement) to stay ahead… and catch up.
23. Research by Aberdeen Group shows that companies
which built a centralized customer intelligence database
and incorporated customer insights into customer
facing actions achieved:
Use lifecycle marketing
Enjoy the successes with your customers
Share best practices
Say thank you
Measure and drive recurring value
Use lifecycle marketing
Enjoy the successes with your customers
Share best practices
Say thank you
Measure and drive recurring value
Source
Right way to write it
Need image
Product usage varies thruout journey, by job levels,
What you need: ____
How Totango helps
Need image
Product usage varies thruout journey, by job levels,
Secondly, it’s pretty clear – there is a lot of data out there and your health score needs to be
Comprehensive in that regard
The entire premis of Totango is that you need to focus on the actions customers take more than anything. And we divide that roughly into three buckets:
User engagement: how frequently users login, the time they spend with your application, specific actions they take while using your product
Business results: which looks at what results they’ve been able to achieve with your product. If they purchased an email automation platform, how many campaigns have they launched, how many emails did they send and so forth
And finalize what we call utilization. Which looks at what the customer has purchased and compares that to what they have done. If the customer has liceses for 10 seats, how many are they actually using? Are they above or below the quota they purchased and so forth.
Finally you want to also include secondary operational parameters like outstanding support tickets or invoices which also can factor into the customer’s overall health.
But then, when we look at the reality of a online web-business, we see just how clever health score algorithm needs to be to provide its true value.
Secondly, it’s pretty clear – there is a lot of data to consider if you want a health score to do a good job at measuring customer-health.
Metrics on user-engagement: how frequently users login, what parts of the product do they use and for how long,
Metrics on business results: how many emails were sent, how many campaigns launched, new users acquired,
Utilization levels: how many seats are in use? How much of the allocated budget ?
Customer relationships: Do we have executive sponsorship? Public endorsements & advocaty?
Operational status: Are we having support issues? Outstanding invoices?
There is a lot to consider and you want a solution that can look deeply into usage-patterns as granular as an the individual actions of end-users and turn that into true insights.
Totango is not afraid of data, we live it and breath it and love it.