5 Health Checks for Managing Customer Retention

5 Health Checks for Managing

&

Omer GotliebChief Customer Officer

Totango

Presenters

Brian MerrittVP of Customer Success

Trustpilot

5 Health Checks for Managing Customer Retention:Product Consumption

Customer Feedback

Business Outcomes

Service Utilization

Support Escalations

Quick Intro toTrustpilot

Who is Trustpilot?Online community & business solution connecting consumers & businesses

via reviews

140,000 reviewed websites

27,000 websites get new

reviews/month

150,000 unique profiles

viewed/month

24 million online reviews

700,000 new reviews/month

Reviews from 120 countries

72 million visitors/year

7 million unique visits/month

Over 1.4 billion

impressions/month

For Businesses:For Consumers:Why does Trustpilot Exist?

Open online review community to read, write, and engage with authentic reviews

to provide trustworthy customer experience information and make

better buying decisions.

Solution to implement an automated review collection strategy, moderate and

engage with reviews, and leverage reviews to accelerate business improvement and growth.

The Trustpilot Business Solution

BRAND BUILDEREstablish a trusted brand

MARKETING ACCELERATOR

Maximize digital ROI

INSIGHT GENERATOR

Improve customer experience

Retail Services

Finance

Quick Intro toTotango

is the leader in customer success technology.

"Totango is a veteran in a young market”

- VP, Principal Analyst Kate Leggett in Market Overview: Customer Success Solutions, October 2014

Guy NirpazCEO & Founder, TotangoAuthor, Farm Don’t HuntEstablished Customer Success Summit

Connect all of your customer data to drive actionUse the connected data to monitor for meaningful health changesDeliver the right engagement every time using customer behavior & triggered events

With , you can:

Totango is a complete Customer Success Platform

Engagement

Sensors

Driving Success for Leading Software, Telecom, Media, and Tech Companies Like:

5 Health Checks for Managing Customer Retention

1. Product Consumption


Measure, track, and report on how customers use your product.

Why? • It’s the best way to know if your customers are

getting value from your product or service• It’s helps identify risk. 90% of churn is preceded

by poor product usage

1. Product ConsumptionThings to know:• Smartly track consumption (i.e. not just log-ins)• Product engagement varies across job levels (frontline,

management, execs) • Best-in-class companies focus on creating value for

every user• Creating passionate, power users is key to retention• Be proactive! Send contextual messages at the right

time to drive adoption

2. Customer Feedback


Proactively ask your customers for feedback throughout their journey, then act on that

feedback.

Considerations for a customer feedback strategy:• Proactive collection• Timing & cadence• Easy & seamless experience• Feedback format• To incent or not to incent…



Once you have customer feedback:• Respond!• Categorize & traffic within the org• Take micro-action• Take macro-action (trends)• Ask customers if issue is improved/resolved

3. Business Outcomes


Check to see if the customer is getting the end result they desired, or at least expected.


How do you do that?• Identify your

customer’s goals during onboarding

• Roll that up into a health score

• Monitor health changes and be alerted when score drops

Example• Marketing automation

co. • Goal: Converting Leads• 30% lead conversion =

Good health• Get notification if

customer trends down to 25%

Trustpilot’s results as seen in Totango


4. Service Utilization

4. Service UtilizationUnderstand to what extent customers are

utilizing their subscription.Blah blah blah

A good indicator of retention if:

• 100% of licensed seats are active• They need to buy more seats• Increase Capacity (leads, storage, data points,

ads, etc.)

4. Service Utilization

5. Support Escalations


Track the customer’s interactions with support, following any issues that arise from

start to resolution.

Steps to Great Support:1. Understand where your customers are talking to you2. Funnel all of these to the same place3. Use a unified voice and channel for responding/resolving4. Consider customer value to determine action5. Resolve6. Confirm it was actually resolved7. Ask for feedback on the resolution8. Categorize/route within org based on underlying cause


Ensure issues are socialized outside of support:• Surface issues to Customer Success through

technology• Track trends with underlying causes to separate

one-off’s from systematic failures• Socialize trends to relevant internal teams• Work with teams to set goals, create action plan,

and measure success of improving


5. Support EscalationsEquip Customer Success with help desk data:• Allows CSMs to course-correct their engagements

so customers are brought back onto the right path

Your Homework

Measure, track, and report on how customers use your product.

Proactively ask your customers for feedback throughout their journey, then act on that feedback.

Check to see if the customer is getting the end result they desired, or at least expected.

Understand to what extent customers are utilizing their subscription.

Track the customer’s interactions with support, following any issues that arise from start to resolution.

Act on your insights, and watch your retention grow!

Q&[email protected]@totango @trustpilot

[email protected]

5 Health Checks for Managing Customer Retention

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