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Make Your Best Play Automating Customer Engagement to Maximize Results

Matt Shanahan SVP Strategy

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The  9  Keys  and  Customer  Engagement  

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PRICE   ACQUIRE   BILL   COLLECT  

NURTURE   ACCOUNT   MEASURE   ITERATE   SCALE  

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Pay  by  Usage  

Big  Shi:  to  Recurring  Revenue  Models  

Usage  =  Value  =  Revenue  and  Profitability  

Pay  by  Product  

So:ware  

Media  

Transport  

InformaGon  

Healthcare  

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Recurring  Revenue  Models  Demand  a  ProacGve  Approach  

Companies  Must  Engage  Customers  Before  They  Ask  

Which  users  might  be  advocates?  

Are  rate  plans  

working?  

Are  they  ready  to  buy  more?  

Why  haven’t  they  used  the  product?  

Do  users  need  more  help?  

Connected  Products  Offer  Transparent  Usage  Insights  

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The  Challenge:  Not  Enough  Arms  and  Legs  

●  ProacGve  Engagement  Creates  Loyal  Customer  –  Requires  ConGnuous  Monitoring,  Analysis,  and  AlerGng  to  Retain  and  Grow  Revenue  

●  Customer  AdopGon  Happens  One  User  at  a  Time  –  Requires  Personalized  User  Engagement  to  Retain  and  Grow  Usage  

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User  Engagement  AutomaGon  to  Drive  Usage    

●  On-­‐boarding  –  Send  login  reminders  to  new  users  –  Target  training  to  new  users  based  on  roles  and  products  

●  AdopGon  –  Target  training  to  users  based  on  feature  usage  –  Promote  feature  discovery  and  adopGon  to  users  by  product  and  usage  –  Reference  peers  in  their  organizaGon  that  can  assist    

●  RetenGon  Monitoring  –  Comeback  reminder  to  users  with  a  drop-­‐off  in  usage  –  Promote  unused  features  that  are  used  by  peers  

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User  Engagement  AutomaGon  to  Drive  Usage  (cont.)  

●  Nurturing  –  Recruit  advocates  to  promote  on  social  media  –  Surveys  users  based  on  usage  pa\erns  

●  Compliance  –  NoGfy  user  with  violaGons  such  as  sharing  –  Monitor  and  report  unusual  acGvity  to  customer  (e.g.,  excessive  downloads)  –  Automate  deprovisioning  of  users  

●  Up-­‐selling  –  NoGfy  denied  user  of  whom  to  contact  for  access  

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Results  ●  Increased  AcGve  User  PopulaGon  20%  ●  Stabilized  and  Grew  RetenGon  Rate    

Case  Example  

Challenges  ●  Increasing  CompeGGon  ●  DeterioraGng  Economic  

Environment  

Approach  ●  Automated  Login  Nurturing  ●  MulG-­‐stage  Content  TargeGng  

XpertHR  UK  

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Automated  Monitoring,  Analysis,  and  AlerGng  

●  On-­‐boarding  –  Missed  On-­‐boarding  Milestones  

●  AdopGon  –  NoGficaGon  of  Usage  Thresholds  Not  Being  Met  –  NoGficaGon  of  End  User  AutomaGon  Failures    

●  RetenGon  Monitoring  –  NoGficaGon  of  Buyer  –  NoGficaGon  of  Power  User  Departure  –  NoGficaGon  of  User  DeacGvaGons  

●  Up-­‐selling  –  SegmentaGon  of  Renewals  into  Renewal  Strategies  –  NoGficaGon  of  Renewal  Price  Increase  

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Automated  Monitoring,  Analysis,  and  AlerGng  (cont.)  

●  Compliance  –  NoGficaGon  of  Customers  with  AcGonable  ViolaGons  –  Report  Usual  AcGvity  to  Customer  

●  Nurturing  –  IdenGfy  Customers  Most  Likely  to  Be  Advocates  

●  Data  Quality  –  NoGficaGon  of  Data  Quality  Issues  

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Results  ●  6%  Revenue  Above  ExpectaGons  ●  Accelerated  Conversion  and  MRR  Growth  in  from  6  to  4  Months    ●  Enhanced  RetenGon  and  Renewal  

Case  Example  

Challenges  ●  Convert  1,200  SubscripGon  

Customers  to  New  Plagorm  

Approach  ●  ExcepGon-­‐based  Customer  

Engagement  ●  Value-­‐based  Pricing  

EDA  

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New  AutomaGon  OpportuniGes  Across  the  Enterprise  

●  On-­‐boarding  ●  AdopGon  ●  RetenGon  

●  Renewals  ●  Trials  ●  Cross-­‐sell  ●  Compliance  

●  Provisioning  ●  Usage  Charges  ●  Customer  NoGficaGons  

●  Advocate  Nurturing  ●  Cross-­‐sell  ●  Trials  

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●  Provisioning  ●  Logging  In  ●  Using  Features  

Milestones  

A  Play  Represents  Each  Milestone  

Example  of  New  Tools  for  AutomaGon  

Defined  Business  ObjecGve:  On-­‐Boarding  New  Customers  

●  Trigger  ●  AcGon  ●  ResoluGon  

For  Each  Play  

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How  Scout  Playbooks  Works  

●  Define  Trigger  CondiGons  

●  Assign  AutomaGon  or  Workflow  

●  Define  Desired  Outcome  

1   Define  Play  e.g.  First  Login  

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How  Scout  Playbooks  Works  

●  IniGate  AutomaGon  and  Workflows  in  Target  Systems  

●  Coordinate  Plays  Across  Playbooks  

2   Deploy  and  Orchestrate  

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How  Scout  Playbooks  Work  

4   OpGmize  for  ConGnuous  Improvement  “Your  Next  Big  Play”  

●  Performance  by  Play  

●  Track  In-­‐Progress  Plays  

3   Track  Results  in  Real-­‐Time  

SEPTEMBER  2013  

AutomaGng  Customer  Engagement  to    Maximize  Results  

Make  Your  Best  Play