5 Health Checks for Managing
&
Omer GotliebChief Customer Officer
Totango
Presenters
Brian MerrittVP of Customer Success
Trustpilot
5 Health Checks for Managing Customer Retention:Product Consumption
Customer Feedback
Business Outcomes
Service Utilization
Support Escalations
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Quick Intro toTotango
is the leader in customer success technology.
"Totango is a veteran in a young market”
- VP, Principal Analyst Kate Leggett in Market Overview: Customer Success Solutions, October 2014
Guy NirpazCEO & Founder, TotangoAuthor, Farm Don’t HuntEstablished Customer Success Summit
Connect all of your customer data to drive actionUse the connected data to monitor for meaningful health changesDeliver the right engagement every time using customer behavior & triggered events
With , you can:
Totango is a complete Customer Success Platform
Engagement
Sensors
Driving Success for Leading Software, Telecom, Media, and Tech Companies Like:
5 Health Checks for Managing Customer Retention
1. Product Consumption
1. Product Consumption
Measure, track, and report on how customers use your product.
Why? • It’s the best way to know if your customers are
getting value from your product or service• It’s helps identify risk. 90% of churn is preceded
by poor product usage
1. Product ConsumptionThings to know:• Smartly track consumption (i.e. not just log-ins)• Product engagement varies across job levels (frontline,
management, execs) • Best-in-class companies focus on creating value for
every user• Creating passionate, power users is key to retention• Be proactive! Send contextual messages at the right
time to drive adoption
1. Product Consumption
2. Customer Feedback
2. Customer Feedback
Proactively ask your customers for feedback throughout their journey, then act on that
feedback.
Considerations for a customer feedback strategy:• Proactive collection• Timing & cadence• Easy & seamless experience• Feedback format• To incent or not to incent…
2. Customer Feedback
2. Customer Feedback
Once you have customer feedback:• Respond!• Categorize & traffic within the org• Take micro-action• Take macro-action (trends)• Ask customers if issue is improved/resolved
2. Customer Feedback
3. Business Outcomes
3. Business Outcomes
Check to see if the customer is getting the end result they desired, or at least expected.
3. Business Outcomes
How do you do that?• Identify your
customer’s goals during onboarding
• Roll that up into a health score
• Monitor health changes and be alerted when score drops
Example• Marketing automation
co. • Goal: Converting Leads• 30% lead conversion =
Good health• Get notification if
customer trends down to 25%
Trustpilot’s results as seen in Totango
3. Business Outcomes
4. Service Utilization
4. Service UtilizationUnderstand to what extent customers are
utilizing their subscription.Blah blah blah
A good indicator of retention if:
• 100% of licensed seats are active• They need to buy more seats• Increase Capacity (leads, storage, data points,
ads, etc.)
4. Service Utilization
5. Support Escalations
5. Support Escalations
Track the customer’s interactions with support, following any issues that arise from
start to resolution.
Steps to Great Support:1. Understand where your customers are talking to you2. Funnel all of these to the same place3. Use a unified voice and channel for responding/resolving4. Consider customer value to determine action5. Resolve6. Confirm it was actually resolved7. Ask for feedback on the resolution8. Categorize/route within org based on underlying cause
5. Support Escalations
Ensure issues are socialized outside of support:• Surface issues to Customer Success through
technology• Track trends with underlying causes to separate
one-off’s from systematic failures• Socialize trends to relevant internal teams• Work with teams to set goals, create action plan,
and measure success of improving
5. Support Escalations
5. Support Escalations
5. Support EscalationsEquip Customer Success with help desk data:• Allows CSMs to course-correct their engagements
so customers are brought back onto the right path
Your Homework
Measure, track, and report on how customers use your product.
Proactively ask your customers for feedback throughout their journey, then act on that feedback.
Check to see if the customer is getting the end result they desired, or at least expected.
Understand to what extent customers are utilizing their subscription.
Track the customer’s interactions with support, following any issues that arise from start to resolution.
Act on your insights, and watch your retention grow!
Q&[email protected]@totango @trustpilot