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Learn to define the customer journey for your key service offerings; understand milestones such as onboarding, first value, growth; define success and risk indicators for each phase; and establish strategies to drive adoption.
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Customer Journey Mapping for SaaS
December 11, 2012
Agenda
1. Intro to The User Era 2. Customer Journey Mapping 3. Case Study 4. Next Steps
The User Era
61% offer try-before-you-buy
44% offer Land and Expand Models
57% shifting to customer metrics
3 Myths
Myth 1: It’s ALL About Customer Acquisition
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
Myth 2: Focus on Recurring Revenues
Create recurring value, revenues will follow
Myth 2: Focus on Recurring Revenues
Myth 3: Data, Data, Data …
Cancellations are preceded by non-use
Oh and … 50% of users don’t use the service they pay for
Myth 3: Data, Data, Data …
About Totango
100 Customers
10 Million users
The Customer Journey
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
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
Define Onboarding Progress
Progress Is an account making progress?
Onboarding FIRST VALUE
START
Established
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
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
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
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
Engagement Actions
In real-time, every time …
Right Customer
Right Action
Right Channel
Right Time
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.
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.
Case Study
Customer Success Use Case
5% 10% 55%
Totango - ROI
Totango Engagement:
Churn rates:
+25% Retention
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
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
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
Summary
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
Summary
To grow customer revenues: 1. Deliver recurring user value
2. Start by mapping your customer journey
3. Right action, right customer, right time
Call to Action
Read case studies at www.totango.com Learn about our custom one-day workshop
Contact us [email protected] [email protected]
