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.

1. Customer Journey Mapping for SaaS
December 11, 2012

2. Agenda
1. Intro to The User Era
2. Customer Journey Mapping
3. Case Study
4. Next Steps

3. The User Era

4. 61% offer try-before-you-buy

5. 44% offer Land and Expand Models

6. 57% shifting to customer metrics

7. 3 Myths

8. Myth 1: It’s ALL About Customer Acquisition

9. Myth 1: It’s ALL About Customer Acquisition
Customer Acquisition Customer Growth
Lead to Deal Deal to Value
61% of revenues
comes from existing customers

10. Myth 2: Focus on Recurring Revenues

11. Myth 2: Focus on Recurring Revenues
Create recurring value,
revenues will follow

12. Myth 3: Data, Data, Data …

13. Myth 3: Data, Data, Data …
Cancellations are preceded by non-use
Oh and … 50% of users don’t use the service they pay for

15. About Totango
100 Customers
10 Million users

16. The Customer Journey

17. Customer Journey Map
The first step is adopting a model that
is inline with the value delivered to the customer
USERS
USAGE
FUNCTIONALITY
GROW
FIRST
VALUE DECREASE
START
ONBOARD NOT USING
FAILED

18. 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

19. Define Onboarding Progress
Progress
Is an account making progress?
START FIRST
VALUE
Onboarding Established

20. Define Onboarding Progress
Progress
Is an account making progress?
START FIRST
VALUE
Onboarding
All Good:
Healthy usage;
New, just started onboarding
Notice:
Little usage;
Still onboarding after 30d
Risk:
No usage;
Still onboarding after 60d

21. Define Established Account Progress
Progress
Is an account making progress?
START FIRST
VALUE
Established
All Good:
Healthy usage;
Full license and feature utilization
Notice:
Moderate decline in usage;
Partial license and feature utilization
Risk:
Sharp decline in usage;
Very low license and feature utilization

22. From Model to Measure …
Progress
Is an account making progress?
START FIRST
VALUE
Onboarding Established
All Good: All Good:
Healthy usage; Healthy usage;
New, just started onboarding Full license and feature utilization
Notice: Notice:
Little usage; Moderate decline in usage;
Still onboarding after 30d Partial license and feature utilization
Risk: Risk:
No usage; Sharp decline in usage;
Still onboarding after 60d Very low license and feature utilization

23. Engagement Signals
Usage
User Actions
Assets Created
Business Human
Demographics Contract
Interactions Touch
Training Company size Licenses Tagging
Support Requests Region LTV
Surveys/NPS Account Ownerships Renewal Date

24. Engagement Actions
Right Right Right Right
Customer Action Channel Time
In real-time, every time …

25. Example 1: Trial Nurturing
Trial - Curiosity Recommended Actions
Trial - Evaluating • Hot:
Call. Ready to buy.
Trial - Hot • Evaluating:
E-mail daily. Next step tip.
• Curiosity:
E-mail weekly. Value prop.

26. Example 2: Grow Customers
Established - Risk Recommended Actions
Established - Watch • Risk:
Can I help? Review.
Established - All Good • Watch:
How to nurturing.
• All Good:
Contact to sell more.

27. Case Study

28. Customer Success Use Case

29. Totango - ROI
+25%
Retention
Totango Engagement:
Churn rates:
55% 10% 5%

30. Totango - ROI
+25%
Retention
% of accounts with good health
first month second third month
month
Totango
Best practice 10/2012 38%
implemented 09/2012 25% 28%
08/2012 22% 25% 28%
07/2012 27% 19% 18%
06/2012 31% 19% 20%
05/2012 34% 20% 17%

31. Totango - ROI
+25%
Retention
% of accounts with good health
first month second third month
month
Totango
Best practice 10/2012 38%
implemented 09/2012 25% 28%
08/2012 22% 25% 28%
07/2012 27% 19% 18%
• Before
Totango:
score
decline
month
by
month
06/2012 31%
• A8er
Totango:
month
by
month
Increase
19% 20%
05/2012 34% 20% 17%

32. Totango - ROI
+25%
Retention
% of accounts with good health
first month second third month
month
Totango
Best practice 10/2012 38%
implemented 09/2012 25% 28%
08/2012 22% 25% 28%
07/2012 First
month
engagement
19%
27% improving
18%
06/2012 31% 19% 20%
05/2012 34% 20% 17%

33. Summary

34. What you can Expect?
Customer Renewals Upselling Customer
Success Marketing
300% 25% 20% 4x more
increase in increase in increase in engagement
activated retention in account value with email
accounts 3 months annually campaigns
Dropbox level engagement without the
$5 million and 2 years of development

35. Summary
To grow customer revenues:
1. Deliver recurring user value
2. Start by mapping your customer journey
3. Right action, right customer, right time

36. Call to Action
Read case studies at www.totango.com
Learn about our custom one-day workshop
Contact us
ken@kjrassociates.com
dominique@totango.com