Reducing Churn with Proven Monetization

•

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From Customer Success Summit 2017 - Shai Rybak, VP Customer Success at Clicktale, discusses "Reducing Churn with Proven Monetization". Learn more about Customer Success Summit: http://customersuccesssummit.com Totango is the leading enterprise- grade customer success platform that helps recurring revenue businesses proactively impact business outcomes with customer success. With solutions to empower Customer Success Teams or entire companies, Totango enables everyone to participate in customer success. Learn more at www.totango.com.

Logiciels

Shai
Rybak
• VP,
Customer
Success
at
Clicktale
• Many
many years
at
Pointofsale,
Retalix and
NCR
• Background
in
Software
Engineering
and
Professional
Services

• Two
years
ago
discovered
the
SaaS
world
and
fell
in
love

• Clicktale
reveals
consumer
behavior
of
the
digital
conversation,

delivering
insights to
delight
customers
and
create
more
value
• 230+
employees
in
San
Francisco,
Tel-‐Aviv
and
London
• We
have
been
doing
this
since
2016,
with
great
focus
in
enterprise

companies
over
the
last
2
years

4Confidential
Why do visitors churn on the route from Manchester-London?

SaaS
success
keys
Acquiring
customers
Monetizing
customers
Retaining
customers

Clicktale
success
keys
Acquiring

customers
Monetizing

customers
Retaining

customers
Analyze

behavior
Implement

change
Re-‐analyze Monetize

Our
specific
challenge
reveals
consumer
behavior
of
the
digital
conversation,

delivering
insights to
delight
customers
and
create
more
value
Delivering insights: how do you measure the implementation of those insights
and their contribution to the customer’s business?

Our
specific
challenge
We
are
as
strong
as
our
champion
is
in
his
organization.
This
champion

has
to
implement
our
recommendations.

Best
practices
-‐ mindset
• Consultants
assigned
to
customers
• This
is
our
main
value
channel,
providing
actionable
insights
• Deliverables
are
monetized,
providing
the
champion
a
clear
reason
to
implement

them
• Push
for
adoption
and
self
usage
by
customer
• Track
our
champion
• Make
our
champion
shine
• Change
in
champion’s
role
immediately
increases
the
risk
of
churn
• Work
to
continuously
find
new
champions
in
other
business
units
• Work
up
the
organizational
ladder
and
present
executive

summaries

Best
practices
-‐ systems
• Using
Sales
Force,
Jira
and
Totango
• Totango
Success
Plays
for:
• Running
behind
on
deliverables
• Usage
of
key
modules
by
our
champion
is
trending
down

Customer
story
• Canadian
telco
operator
• Champion
would
block
our
progress
by
not
allowing
to

provide
insights
and
at
the
same
time
would
not
use
the

system
• Worked
upward:
provided
business
insights
to
her

manager
at
no
cost
and
resold
him
the
value
proposition
• Worked
sideward:
by
getting
new
focal
points
and

turning
them
into
new
champions
• Customer
is
happy
and
will
be
upselling

Take-‐away
• If
you
are
delivering
a
SaaS
B2B
solution,
your
champion
is
key
to

success
• Consulting
is
a
practice
that
can
nicely
co-‐exist
with
Customer
Success

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Reducing Churn with Proven Monetization

1. Reducing Churn with Proven Monetization

2. Shai Rybak • VP, Customer Success at Clicktale • Many many years at Pointofsale, Retalix and NCR • Background in Software Engineering and Professional Services • Two years ago discovered the SaaS world and fell in love

3. • Clicktale reveals consumer behavior of the digital conversation, delivering insights to delight customers and create more value • 230+ employees in San Francisco, Tel-‐Aviv and London • We have been doing this since 2016, with great focus in enterprise companies over the last 2 years

4. 4Confidential Why do visitors churn on the route from Manchester-London?

5. SaaS success keys Acquiring customers Monetizing customers Retaining customers

6. Clicktale success keys Acquiring customers Monetizing customers Retaining customers Analyze behavior Implement change Re-‐analyze Monetize

7. Clicktale success keys

8. Our specific challenge reveals consumer behavior of the digital conversation, delivering insights to delight customers and create more value Delivering insights: how do you measure the implementation of those insights and their contribution to the customer’s business?

9. Our specific challenge We are as strong as our champion is in his organization. This champion has to implement our recommendations.

10. Best practices -‐ mindset • Consultants assigned to customers • This is our main value channel, providing actionable insights • Deliverables are monetized, providing the champion a clear reason to implement them • Push for adoption and self usage by customer • Track our champion • Make our champion shine • Change in champion’s role immediately increases the risk of churn • Work to continuously find new champions in other business units • Work up the organizational ladder and present executive summaries

11. Best practices -‐ systems • Using Sales Force, Jira and Totango • Totango Success Plays for: • Running behind on deliverables • Usage of key modules by our champion is trending down

12. Best practices -‐ systems

13. Customer story • Canadian telco operator • Champion would block our progress by not allowing to provide insights and at the same time would not use the system • Worked upward: provided business insights to her manager at no cost and resold him the value proposition • Worked sideward: by getting new focal points and turning them into new champions • Customer is happy and will be upselling

14. Take-‐away • If you are delivering a SaaS B2B solution, your champion is key to success • Consulting is a practice that can nicely co-‐exist with Customer Success

15. THANK YOU

Reducing Churn with Proven Monetization

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