customer success applied outside the box
DESCRIPTION
Customer Success Play by Alex Brower, VP Operations at Crittercism at the 2014 Customer Success Summit.TRANSCRIPT
3/24/14 Confidential 1
2014 Customer Success Summit Alex Brower
VP Operations, Crittercism
Customer Success Applied Outside the Box
• Monitor and ensure mobile app performance
• Enable enterprises to
deliver faster, better, and smarter mobile apps
Our Advantage
• Complete Mobile Monitoring
• Mobile First
• Mobile Scale (1B app users)
Customers Who Trust Us What We Do
Rewind to Fall 2012
- Started October 2012 to run Finance + Operations - Great product traction (fire hose of Freemium signups) - Early throes of licensing / pricing
- First focus = measure the business and help scale it (focus on the SaaS metrics you all know)
- Quickly realized p0 needs: - enable sales / marketing with understanding of how our
product is used and by whom - for our product and engineering teams to keep on shipping!
0. Don’t let sales + marketing fly blind
- Implemented Customer Success solution (Totango) Jan 2013
- Primary implementation goal / play #0: 1. Track usage (and non-usage) of paid features during trial 2. Put users on automated email drip campaigns that
enabled them with usage tips aimed to +stickiness 3. Correlate behavior with deal value, tie back to lead source,
inform demand gen efforts
Play #1: Don’t let assumptions or anecdotes about feature usage be a distraction – measure it.
1. Measure it: “Search by User” (Product)
1. Measure it: “Search by User” (Product)
- Search by User feature enables our customers to be proactive about app performance issues
- “It’s hard to find”
- Customer success analytics indicated people were finding it and it was massively popular
2. Package your product with customer behavior insights (Marketing)
Play #2: If your marketing team is working on changes to how your product is packaged, make sure the work is informed by actual, measurable customer behavior.
- Most companies struggle to get product
packaging “right”
- Don’t expect you’ll get it exactly “right” for every customer
- Hold yourself to a standard of intelligent iteration and use the right tools to get there
2. Package your product with customer behavior insights (Marketing)
3. Your success = theirs
Play #3: Don’t be afraid to use customer success tools to get what you want out of customers. Your success = theirs.
3. Your success = theirs
Use Totango for A/R Collections?
If it works.
Contact Info: Alex Brower [email protected]
Run better, faster, and smarter mobile apps with Crittercism. www.crittercism.com
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