Totango and KJR Associates Webinar: Customer Journey Mapping
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Transcript of Totango and KJR Associates Webinar: Customer Journey Mapping
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Customer Journey Mapping for SaaS
December 11, 2012
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Agenda
1. Intro to The User Era 2. Customer Journey Mapping 3. Case Study 4. Next Steps
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The User Era
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61% offer try-before-you-buy
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44% offer Land and Expand Models
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57% shifting to customer metrics
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3 Myths
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Myth 1: It’s ALL About Customer Acquisition
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61% of revenues comes from existing customers
Lead to Deal Deal to Value
Customer Growth
Customer Acquisition
Myth 1: It’s ALL About Customer Acquisition
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Myth 2: Focus on Recurring Revenues
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Create recurring value, revenues will follow
Myth 2: Focus on Recurring Revenues
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Myth 3: Data, Data, Data …
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Cancellations are preceded by non-use
Oh and … 50% of users don’t use the service they pay for
Myth 3: Data, Data, Data …
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About Totango
100 Customers
10 Million users
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The Customer Journey
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Customer Journey Map
The first step is adopting a model that is inline with the value delivered to the customer
ONBOARD FAILED
NOT USING
DECREASE START
FIRST VALUE
USERS
USAGE
FUNCTIONALITY
GROW
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5 Steps to Customer Journey Mapping
1. Define First Value
2. Define On Track for onboarding users
3. Define On Track for established users
4. Figure out how to measure On Track
5. Define an Action for each segment
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Define Onboarding Progress
Progress Is an account making progress?
Onboarding FIRST VALUE
START
Established
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Define Onboarding Progress
Progress Is an account making progress?
Risk: No usage; Still onboarding after 60d
Notice: Little usage; Still onboarding after 30d
All Good: Healthy usage; New, just started onboarding
Onboarding FIRST VALUE
START
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Define Established Account Progress
Progress Is an account making progress?
Risk: Sharp decline in usage; Very low license and feature utilization
Notice: Moderate decline in usage; Partial license and feature utilization
All Good: Healthy usage; Full license and feature utilization
Established FIRST VALUE
START
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From Model to Measure …
Progress Is an account making progress?
Risk: No usage; Still onboarding after 60d
Notice: Little usage; Still onboarding after 30d
All Good: Healthy usage; New, just started onboarding
Risk: Sharp decline in usage; Very low license and feature utilization
Notice: Moderate decline in usage; Partial license and feature utilization
All Good: Healthy usage; Full license and feature utilization
Onboarding Established FIRST VALUE
START
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Engagement Signals
Demographics Business Interactions
Usage
Contract Human Touch
User Actions
Assets Created
Licenses
LTV
Renewal Date
Company size
Region
Account Ownerships
Training
Support Requests
Surveys/NPS
Tagging
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Engagement Actions
In real-time, every time …
Right Customer
Right Action
Right Channel
Right Time
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Example 1: Trial Nurturing
Trial - Curiosity
Trial - Evaluating
Trial - Hot
Recommended Actions • Hot:
Call. Ready to buy.
• Evaluating: E-mail daily. Next step tip.
• Curiosity: E-mail weekly. Value prop.
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Example 2: Grow Customers
Established - Risk
Established - Watch
Established - All Good
Recommended Actions • Risk:
Can I help? Review.
• Watch: How to nurturing.
• All Good: Contact to sell more.
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Case Study
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Customer Success Use Case
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5% 10% 55%
Totango - ROI
Totango Engagement:
Churn rates:
+25% Retention
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first month second month
third month
10/2012 38% 09/2012 25% 28% 08/2012 22% 25% 28% 07/2012 27% 19% 18% 06/2012 31% 19% 20% 05/2012 34% 20% 17%
% of accounts with good health
Totango Best practice implemented
Totango - ROI +25% Retention
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first month second month
third month
10/2012 38% 09/2012 25% 28% 08/2012 22% 25% 28% 07/2012 27% 19% 18% 06/2012 31% 19% 20% 05/2012 34% 20% 17%
% of accounts with good health
Totango Best practice implemented
Totango - ROI
• Before Totango: score decline month by month • A8er Totango: month by month Increase
+25% Retention
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first month second month
third month
10/2012 38% 09/2012 25% 28% 08/2012 22% 25% 28% 07/2012 27% 19% 18% 06/2012 31% 19% 20% 05/2012 34% 20% 17%
% of accounts with good health
Totango Best practice implemented
Totango - ROI
First month engagement improving
+25% Retention
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Summary
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What you can Expect?
Renewals
25% increase in retention in 3 months
Upselling
20% increase in
account value annually
Customer Marketing
4x more engagement with email campaigns
Customer Success
300% increase in activated accounts
Dropbox level engagement without the $5 million and 2 years of development
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Summary
To grow customer revenues: 1. Deliver recurring user value
2. Start by mapping your customer journey
3. Right action, right customer, right time
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Call to Action
Read case studies at www.totango.com Learn about our custom one-day workshop
Contact us [email protected] [email protected]