Retention and upsale in using customer data in SaaS B2B by Customer Success

1. Copyright © Panaya LTD.
Retention and upsale
in using customer data
Ariel Utnik
VP Customer Success

2. Facts you must know about the SaaS business
• New customer acquisition costs much more
(X6) than existing customer retention
• Majority of revenue in SaaS companies
comes from existing customers (70-90%)

3. Facts you must know about the SaaS business

4. Based on that, are you sure you are doing
enough for your customers?
• Do you understand What is the customer status?
• Do you understand How they are using your solution?
• Do you understand why they bought your solution?
• Can you predict what will be your renewal rate?
• Do you know what action you can take to impact the “to
be churn” customers?
• Can you do it in a systematic way?

5. The data opportunity & challenge…
NPS
Support case
Support Survey
Product Usage
Engagement
Training
Availability
Billing data
Demographics

6. Can you point out the relevant data and
events for action?

7. Can we predict the outcome and
influence it in advance?
What is the right action
to convert the customer
to success?

8. Turning data into actionable knowledge while calculating, analyzing and
predicting individual customers towards increasing renewal rate.

9. How is upsale connected to retention?
Customer Success Manager is the trusted advisor and shouldn’t sell products or
services
But he…
• Aware of the implementation phase and when is a good time to approach the
customer
• Can identify changes in usage that can be an opportunity (license utilization
etc)
• Mostly aware of customer organizational challenges and what new offering
can address them
• Using implementation of best practices and new methodologies he can drive a
demand of additional products and services

10. Dos and Don’t…
• Understand your customers and build successful and churn profiles
• When building customer profiles, less is more
• Review and update their profiles – they are not static
• Compare your install base to those profiles and identify the gaps
• Take action !! Do it as close as possible to the event
• Engagement can be calculated only across time, data snapshots without
trends are misleading
• Your health system should be dynamic and evolving

11. Seven steps to build your own organizational health
system and start turning data into actionable knowledge
1.Map your customer organizational data sources
2.Build your successful and churn customer profiles
3.Build your health system
4.Build playbooks
5.Prepare actionable reports
6.Predict expected churn
7.Tune & improve the system

12. It’s Critical for your
business success
It’s a journey, it continues
to evolve and never ends
Are YOU ready?

13. Copyright © Panaya LTD.
Thank You