customer engagement for saas
DESCRIPTION
TRANSCRIPT
Customer Engagement
Customer Engagement for SAAS
Karl WirthCEO/Founder
Apptegic
www.apptegic.com@apptegic
© Apptegic, Inc.
Customer Engagement
2
The Attentionand Time
ofYour Users
and Customers
Your Online Business
© Apptegic, Inc.
Understand Customer Engagement
3
• Better Serve your Customers
• Better Improve your Product
Customer Engagement
Two Examples of Customer Engagement
© Apptegic, Inc. 5
SAAS UParticipants
Karl’s talk
High EngagementNodded head 10 timesAsked 3 questionsTook lots of notes5 people from same
Low EngagementNodded offStayed for 15 minutesWrote nothing downBooed
30 minutes
Let’s talk more
Never again
Your engagement
© Apptegic, Inc. 6
SAAS UParticipants
Karl’s talk
High EngagementNodded head 10 timesAsked 3 questionsTook lots of notes5 people from company
Low EngagementNodded offStayed for 15 minutesWrote nothing downBooed
30 minutes
Let’s talk more
Never again
© Apptegic, Inc. 7
Leads
Document Management SAAS
High Customer EngagementConnected with >10 colleaguesUploaded >3 documents Used collaborate 20 of 30 daysUsed spreadsheet & document
Low Customer EngagementConnected with 1 colleagueUploaded 0 documents Used collaborate 1 of 30 daysUsed spreadsheet only
30 days
Free Trial
© Apptegic, Inc. 8
Leads
Document Management SAAS
High Customer EngagementConnected with >10 colleaguesUploaded >3 documents Used collaborate 20 of 30 daysUsed spreadsheet & document
Low Customer EngagementConnected with 1 colleagueUploaded 0 documents Used collaborate 1 of 30 daysUsed spreadsheet only
30 days
Customer Engagement
How can you measure Customer Engagement?
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Measure what your users do
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• Collect user/account activity
• Where to collect it?
• How much to collect?
YourWeb
Service
© Apptegic, Inc.
Form a Hypothesis
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• Shared 3 docs
• Uploaded 5 docs in last 3 days
• Visited in the last week
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Refine using Ideal Group
12
Ideal Group
© Apptegic, Inc.
Refine using Historical Data
13
© Apptegic, Inc.
Tools for Customer Engagement
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1. Google Analytics
2. Build Yourself
3. Outsource it to Apptegic!
YourWeb
Service
Instrument the application (Beacon, Logs, Post)Collect per user usage data
Store the data (large amounts)
Create AnalyticsCreate ReportsShare ReportsDo comparative analysis
Integrate
Customer Engagement
What can you do with Customer Engagement?
© Apptegic, Inc.
Prioritize effort
16
• You have limited time
• And many trialists
• Focus sales and marketing on the best prospects
© Apptegic, Inc.
Move Low Engagement to High
17
Leads
Document Management SAAS
High Customer EngagementConnected with >10 colleaguesUploaded >3 documents Used collaborate 20 of 30 daysUsed spreadsheet & document
Low Customer EngagementConnected with 1 colleagueUploaded 0 documents Used collaborate 1 of 30 daysUsed spreadsheet only
30 days
© Apptegic, Inc. 18
Bob,
Thanks for using our Document Management app. Try out our collaboration features. You can work on the doc with a friend.
Encourage behavior (via communication)
© Apptegic, Inc.
Encourage behavior (with your product)
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“One of the key parts of operations is a ‘growth team,’ which is a centralized team Facebook set up to help its users stay connected an engaged. For example, Zuck said that through this team, the company found that members need to have at least ten friends to have enough content in the news feed to come back to the site.
So Facebook reengineered the whole flow of the site when someone signs in to focus on having people find other people to connect with, so that people can get connected with friends (and meet that minimum) right away”
http://techcrunch.com/2011/10/30/facebooks-zuckerberg-if-i-were-starting-a-company-now-i-would-
have-stayed-in-boston/
Customer Engagement
Convert more Free Trials to Paying Customers
Customer Engagement
Renew, Upsell, and Reduce Churn
© Apptegic, Inc. 22
Figure out who Tamekia and Shannon are and why they aren’t using the solution.
© Apptegic, Inc. 23
Demo to Hercules how others use Collaborate
Customer Engagement
Improve your Product
© Apptegic, Inc.
Invest in features that matter
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Customer Engagement
Apptegic
CONFIDENTIAL 27
Customer Engagement for SAAS
@apptegic
www.apptegic.com