Your customer base is loaded with revenue opportunities, but how do you optimize your pricing and packaging model to maximize value? Recurring revenue optimization is a discipline that uses analytics to help you predictably sell the right subscription to the right customer at the right time for the right price. Learn how SaaS businesses are leveraging

1. 1
Make Your Best Play
Automating Customer Engagement to Maximize Results
Matt Shanahan
SVP Strategy

2. 2
The
9
Keys
and
Customer
Engagement
$
PRICE
ACQUIRE
BILL
COLLECT
NURTURE
ACCOUNT
MEASURE
ITERATE
SCALE

3. 3
Pay
by
Usage
Big
Shi:
to
Recurring
Revenue
Models
Usage
=
Value
=
Revenue
and
Profitability
Pay
by
Product
So:ware
Media
Transport
InformaGon
Healthcare

4. 4
Recurring
Revenue
Models
Demand
a
ProacGve
Approach
Companies
Must
Engage
Customers
Before
They
Ask
Which
users
might
be
advocates?
Are
rate
plans
working?
Are
they
ready
to
buy
more?
Why
haven’t
they
used
the
product?
Do
users
need
more
help?
Connected
Products
Offer
Transparent
Usage
Insights

5. 5
The
Challenge:
Not
Enough
Arms
and
Legs
● ProacGve
Engagement
Creates
Loyal
Customer
– Requires
ConGnuous
Monitoring,
Analysis,
and
AlerGng
to
Retain
and
Grow
Revenue
● Customer
AdopGon
Happens
One
User
at
a
Time
– Requires
Personalized
User
Engagement
to
Retain
and
Grow
Usage

6. 6
User
Engagement
AutomaGon
to
Drive
Usage
● On-­‐boarding
– Send
login
reminders
to
new
users
– Target
training
to
new
users
based
on
roles
and
products
● AdopGon
– Target
training
to
users
based
on
feature
usage
– Promote
feature
discovery
and
adopGon
to
users
by
product
and
usage
– Reference
peers
in
their
organizaGon
that
can
assist
● RetenGon
Monitoring
– Comeback
reminder
to
users
with
a
drop-­‐off
in
usage
– Promote
unused
features
that
are
used
by
peers

7. 7
User
Engagement
AutomaGon
to
Drive
Usage
(cont.)
● Nurturing
– Recruit
advocates
to
promote
on
social
media
– Surveys
users
based
on
usage
paerns
● Compliance
– NoGfy
user
with
violaGons
such
as
sharing
– Monitor
and
report
unusual
acGvity
to
customer
(e.g.,
excessive
downloads)
– Automate
deprovisioning
of
users
● Up-­‐selling
– NoGfy
denied
user
of
whom
to
contact
for
access

8. 8
Results
● Increased
AcGve
User
PopulaGon
20%
● Stabilized
and
Grew
RetenGon
Rate
Case
Example
Challenges
● Increasing
CompeGGon
● DeterioraGng
Economic
Environment
Approach
● Automated
Login
Nurturing
● MulG-­‐stage
Content
TargeGng
XpertHR
UK

9. 9
Automated
Monitoring,
Analysis,
and
AlerGng
● On-­‐boarding
– Missed
On-­‐boarding
Milestones
● AdopGon
– NoGficaGon
of
Usage
Thresholds
Not
Being
Met
– NoGficaGon
of
End
User
AutomaGon
Failures
● RetenGon
Monitoring
– NoGficaGon
of
Buyer
– NoGficaGon
of
Power
User
Departure
– NoGficaGon
of
User
DeacGvaGons
● Up-­‐selling
– SegmentaGon
of
Renewals
into
Renewal
Strategies
– NoGficaGon
of
Renewal
Price
Increase

10. 10
Automated
Monitoring,
Analysis,
and
AlerGng
(cont.)
● Compliance
– NoGficaGon
of
Customers
with
AcGonable
ViolaGons
– Report
Usual
AcGvity
to
Customer
● Nurturing
– IdenGfy
Customers
Most
Likely
to
Be
Advocates
● Data
Quality
– NoGficaGon
of
Data
Quality
Issues

11. 11
Results
● 6%
Revenue
Above
ExpectaGons
● Accelerated
Conversion
and
MRR
Growth
in
from
6
to
4
Months
● Enhanced
RetenGon
and
Renewal
Case
Example
Challenges
● Convert
1,200
SubscripGon
Customers
to
New
Plagorm
Approach
● ExcepGon-­‐based
Customer
Engagement
● Value-­‐based
Pricing
EDA

12. 12
New
AutomaGon
OpportuniGes
Across
the
Enterprise
● On-­‐boarding
● AdopGon
● RetenGon
● Renewals
● Trials
● Cross-­‐sell
● Compliance
● Provisioning
● Usage
Charges
● Customer
NoGficaGons
● Advocate
Nurturing
● Cross-­‐sell
● Trials

13. 13
● Provisioning
● Logging
In
● Using
Features
Milestones
A
Play
Represents
Each
Milestone
Example
of
New
Tools
for
AutomaGon
Defined
Business
ObjecGve:
On-­‐Boarding
New
Customers
● Trigger
● AcGon
● ResoluGon
For
Each
Play

14. 14
How
Scout
Playbooks
Works
● Define
Trigger
CondiGons
● Assign
AutomaGon
or
Workflow
● Define
Desired
Outcome
1
Define
Play
e.g.
First
Login

15. 15
How
Scout
Playbooks
Works
● IniGate
AutomaGon
and
Workflows
in
Target
Systems
● Coordinate
Plays
Across
Playbooks
2
Deploy
and
Orchestrate

16. 16
How
Scout
Playbooks
Work
4
OpGmize
for
ConGnuous
Improvement
“Your
Next
Big
Play”
● Performance
by
Play
● Track
In-­‐Progress
Plays
3
Track
Results
in
Real-­‐Time

17. SEPTEMBER
2013
AutomaGng
Customer
Engagement
to
Maximize
Results
Make
Your
Best
Play