Building a profile for customer health by understanding your

customers

200  Employees5  Offices  (Tokyo,  SF,  Minneapolis,   London,   India)220  Enterprise  CustomersLeader  in  Gartner  MQ  since  inception  of  this  market  researchLive  secured  video  to  450K  concurrent  usersCustomers  running   thousands  of  live  events  a  monthMillions  of  employee  generated  videos  shared

Gartner  Magic   Quadrant   for  Enterprise  Video   Management  by  Whit   Andrews  and  Adam  Preset  – November  30,  2015Gartner  does  not  endorse  any  vendor,  product  or   service  depicted   in   its   research  publications,   and  does  not  advise   technology users   to  

select  only   those  vendors  with   the  highest   ratings   or  other  designation.   Gartner  research  publications   consist   of   the  opinions   of  Gartner’s  research  organization   and  should   not  be  construed   as   statements  of   fact.  Gartner  disclaims   all  warranties,   expressed  or   implied, with  

respect   to   this   research,   including   any  warranties  of  merchantability  or   fitness   for  a  particular   purpose.

• Who  are  our  customers?• What  are  they  trying  to  accomplish?• Why  do  they  want  to  do  it?• Why  now?  Why  us?• What  make  some  customers  grow  their  usage  and  adoption,  and  others  flounder?

• Why  are  some  customers  flat  on  upsell,  despite  growing  usage  and  use  cases?

• Where  should  we  spend  our  energy?

Confusion

• Disparate  systems  and  data,  data  was  often  inaccurate

• Multiple  acquisitions• 3  separate  and  unique  product  lines

What did we do?

What  was  the  solution?• Capturing  usage,  support  and  NPS  data  in  Totango• Gathering  ancillary  data  from  outside  sources• Combining  in  a  unified  view  which  can  be  tweaked  to  make  decisions

High  level  steps  in  the  process• Implementation  of  Totango into  our  product• Consulting  spend  analysis• Community  usage  analysis• Support  analysis• Product  usage  analysis• Customer  analysis

What did we discover?opinion (o·pin·ion):a view or judgment formed about something, not necessarily based on fact or knowledge.

Pain points identified

• Scoping the right solution for their problem

• Onboarding – Complicated, long, no first value

• Expectations – Do they match?

• Now what?

What makes a successful customer for Qumu?The  obvious:

• Overall  Usage

• %  of  license  consumed

• Growth  ($,  usage,  licenses,   features)

• Features  used

• How  long  have  they  been  a  customer

• Survey  participation  rates

• Support   satisfaction  %

• Marketing  participation  – references,  speaking   engagements,  case  studies

• Product  feedback

• Community   involvement

• Time  to  first  value

The  not  as  obvious:

• %  spend  on  consulting

• Rate  the  customer  at  the  end  of  onboarding

• Swagger  score

• Does  customer  know  what  success  means  to  them,  do  they  have  a  plan  for  adoption  and  growth

• Onboarding   feedback

A sample success story

40,691Number of Views

26,123Sustained Views

0External presentation

697▲ 325%

Internal presentation

100%Satisfaction Score

9Tickets Created

14,568Partial Views

697▲ 325%

Published

• Top  10  dissatisfied  customers  list

• 1  use  case,  with  complex  requirements

• No  real  users,  project  gated  by  internal  process

• 18  months,  no  real  content  (all  tests)

• Negative  NPS  Score• No  new  investment  in  

18  months• Sponsor  abandoned  

project

12%

85%satisfaction

Investment  inconsultative  services

20%

98%satisfaction

Investment  inconsultative  services

Taking it back to your organizations

• Seek  to  validate  opinions  with  facts• Learn  from  your  trends  and  use  them  to  educate  your  customers• Seek  unlikely  correlations  within  your  data• Agree  with  your  customer’s  definition  of  success  in  the  sales  cycle• Target  your  ideal  customer

Lead with Customer Success

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