1. Customer Engagement Management
Powering the Customer Era
Guy Nirpaz
CEO and Co-Founder, Totango

2. About Me
Totango Co-Founder & CEO
Product = People + Tech
@guynirpaz
guy@totango.com

3. Any business with online users
100 Customers
2 Million accounts
10 Million users

4. Totango Mission Statement
To create an ACTIVE and ENGAGED
online user-base, resulting in more
VALUE for users and better
MONETIZATION for vendors.

5. Users are eating the world ;)
Transformation: Software is eating the world
and disrupting every industry
New Way of Doing Business: Apps and Online
Services has become THE Sales and Marketing Tool
Customer Era: Try & Buy, Subscription Economy,
Zero to Low-touch Sales models, …

6. Make users
successful first,
business success
will follow.

7. Customer Lifetime Value
New
$1m
Old
$0
Prospect Customer
Free User Paying User

8. The Customer Adoption Model
USERS
USAGE
FUNCTIONALITY
GROW
FIRST
VALUE DECREASE
START
ONBOARD NOT USING
FAILED

9. Segmenting
Onboarding milestones
When met, account can be considered established
START FIRST
VALUE
√ Activated account
√ Create first project
Onboarding √ 3+ Users Established
√ 60min+ of usage
√ Received training

10. Segmenting
Progress
Is an account making progress?
START FIRST
VALUE
Onboarding Established
All Good: All Good:
Healthy usage; Healthy usage;
New, just started onboarding Full license utilization
Notice: Notice:
Little usage; Moderate decline in usage;
Still onboarding after 30d Partial license utilization
Risk: Risk:
No usage; Sharp decline in usage
Still onboarding after 60d Very low license utilization

11. Customer Command & Control Center

12. What you need?
A Customer Engagement database
Group customer by stages: Onboarding and Established
Define criteria and engagement metrics for each
Different workflows for different stages
Onboarding: Closely monitor and proactively provide implementation support
Established: Set thresholds to alert team of accounts with decreased engagement
Key metrics to follow
Time to onboard
Engagement rates
Churn (Onboarding and Established)

13. Totango CEM – Listen, Understand, Engage!
Collect usage and Build Smart profile for Take the right
digital interaction each user and account. engagement action
signals. Derive insights based suitable for each
on the information user/customer.
collected Use the right media
Segment prospects and (in-app, email, call).
customers.

14. Customer Engagement Management
Convert
Free Users
On Board
Lifecycle
New
Marketing
Customers
Improve Retain and
Product Grow
Flows Customers
Reduce
Churn

15. Workflow:
Keeping the CSM team alert

16. Totango active-lists identifies which onboarding accounts needs attention
Daily personalized update to each CSM with status of
Onboarding - Risk his/her accounts.
Through email, totango.com and SFDC.
Onboarding - Notice Recommended Actions
• Risk: Contact immediately
• Notice: Monitor closely, schedule a review
• All Good: Follow progress, check-in next week
Onboarding - All Good

17. Totango active-lists identifies which established accounts that need attention
Daily personalized update to each CSM with status
Established - Risk of his/her accounts.
Through email, totango.com and SFDC.
Established - Notice Recommended Actions
• Risk: Contact immediately
• Notice: Monitor closely, schedule a review
• All Good: Follow progress, monthly review
Established - All Good

18. In action
To: cs-team@clouds.com
From: Maria, VP-Customer Success at Clouds <m@clouds.com>
Subject: We’re rolling out Totango to improve the way we manage customer success
Hi! As most of you know, we recently implemented new engagement management software from Totango. We
are officially rolling it out today and expect great improvement in our ability to manage our customer success
When you login to Totango, you will have a few account lists to monitor on a regular basis
+ Onboarding: Review the “Risk”, “Notice” and “All Good” onboarding lists to prioritize your work.
Contact your Risk accounts immediately to help troubleshoot issues. Don’t forget: When an account finishes
their onboarding process flag then as Established either on SFDC or Totango.
+ Established: Review “Risk”, “Notice” and “All Good” account lists and make sure you are on-top of all
the risks. You also need to schedule a review on a quarterly basis, with “All Good” accounts, and pass along
relevant names to sales for any upsell opportunities.
You can view them directly on Totango or through daily emails you will start getting from tomorrow. The
information is also available on SFDC through default views we’ve installed.
In addition to sorting and filtering, Totango creates an engagement profile for each account. There you can
learn what they’ve done recently and how engaged and active their account is.
We will be reviewed all Risk accounts in our weekly status meeting, so it’s important you be prepared.

19. Metrics:
Metrics for success

20. Onboarding Metrics
Onboarding Cohorts
% of onboarded accounts
week1 week2 week3 week4 week5 week6 Segment by:
• Demographic
8/6 – 8/12 6%
• A/B test
30/7 – 8/5 6% 18% • Plan
23/7 – 29/7 2% 11% 27% • CSM
16/7 – 22/7 2% 10% 21% 29%
9/7 – 15/7 1% 11% 22% 29% 30%
2/7 – 8/7 1% 10% 23% 30% 31% 31%
Onboarding Churn
Cancellation during first 90 days
Cancel rate MRR Loss
June 2012 16% $ 700,000
May 2012 22% $ 600,000
April 26% $ 650,000

21. Established Accounts - Metrics
Engagement Breakdown
Account brekdown by status
High Medium Low Segment by:
• Demographic
8/6 – 8/12 22% 53% 22%
• A/B test
30/7 – 8/5 19% 58% 23% • Plan
23/7 – 29/7 16% 59% 25% • CSM
16/7 – 22/7 9% 55% 36%
9/7 – 15/7 10% 64% 26%
2/7 – 8/7 10% 66% 24%
Monthly Churn
Accounts churn by month
Cancel rate MRR Loss
June 2012 3% $ 1,200,000
May 2012 5% $ 600,000
April 6% $ 650,000

22. In action
To: mgmt@clouds.com
From: Geoff, VP-Engagement at Clouds <g@clouds.com>
Subject: Latest engagement metrics - review
Hi!
See below latest metrics from our Totango, with my insights below. Let’s discuss during the team meeting.
As you can see, the latest change we made to the onboarding flow really improved week-1 onboarding, and is carrying
into week 2 as well. Fully expect to see us break into the upper 30% within week 3-4.
Clearly, we should prioritize step-2 of this project and roll it out the new flows into the entire customer base.
week1 week2 week3 week4 week5 week6
8/6 – 8/12 7%
30/7 – 8/5 6% 18%
23/7 – 29/7 2% 11% 27%
16/7 – 22/7 2% 10% 21% 29%
9/7 – 15/7 1% 11% 22% 29% 30%
2/7 – 8/7 1% 10% 23% 30% 31% 31%

23. Workflow:
Keeping users informed

24. New Feature Introduction
New feature released!
> NOTIFY
ALL USERS
? Adoption
Didn’t try Tried but Adopted
stopped
>RE-INTRODUCE > ASSIST > ENCOURAGE
• Quotes • Training session • Advanced use-cases
• Case studies • Support forums • Share
• Tutorials • Feedback / surveys • Feedback / surveys

25. Workflow:
Building a Power-user community

26. Turn your top users into ambassadors
√ Organizational ambassadors
Recognize your top users √ Generate Referrals
√ Build a user community
“thank you note” to your top users:
~~~~~~~~~~
Hi Michael,
We wanted to say thanks for being one of our best users
this month.
As a token of our appreciation, we’re giving you a free 1 month access to:
- our premium feature plan! no strings attached
A few more things you can do to get more out of Totango:
Our getting started video share with your team
Tell the world why you love us! tweet facebook
Join the conversation our forums

27. Engage!
Multi Dimensional Service Model

28. Engage Through…
Authority
Vendor to User communication,
Proactive and responsive
Community
In-product user communities
People to people networks
Content
Guides, Tutorials, Wikis
Motivation
Gamification – contests, leaderboards, badges, recognitions

29. The Golden Rule
Create an ACTIVE and ENGAGED
user-base, resulting in more VALUE
for users and better MONETIZATION
for vendors.
@guynirpaz
guy@totango.com http://www.totango.com/resources

30. THANKS!