Zendesk, which is one of Totango customers, is using Totango to find out how people who are trying their product or already existing customers are actually using it and how engaged are they with their product.
J.D. from Zendesk, was covering the other 3 steps, to complete the process of building customers loyally, form the customer-service and support angle.
Here are Totango slides from the webinar – please feel free to share or embed them in your website/blog:
The purpose of the Best of SaaS Showplace (BoSS) Award program is to recognize SaaS companies who are delivering solutions which produce measurable business benefits for their customers.
“An example of the measurable business benefits which can be derived from Totango’s solution is Zendesk, a SaaS customer service solution company founded in Denmark in 2007. The company serves over 15,000 companies, including Adobe, Sony, OpenTable and Groupon. Zendesk offers a 30-day free trial and has been able to improve the user onboarding process and increase trial conversions by about 30% by using Totango’s Cloud-based customer engagement platform.” as quoted from the award announcement. Read Totango’s Award Submission
The BoSS Awards are part of an ongoing THINKstrategies Cloud Computing Showplace campaign to recognize SaaS companies producing tangible business benefits for specific user organizations. These benefits can include increased sales, lower costs, higher customer satisfaction, faster operations and greater profitability.
Both companies, who are using the Totango technology, managed to increase their visibility on what their users are doing in their application and therefore optimize communication with them to make sure they’re gaining value out of their product.
Many app services in the SaaS industry lack that visibility. This problem is especially in onboarding new customers and in converting free trial users into paying customers.
“Understanding user behavior is critical to success in the XaaS model”, states Sacha Labouray, founder and CEO of CloudBees.
Zack Urlocker, COO of Zendesk is happy that this solution exists and therefore saves the time on self development: “Rather than trying to build the technology to do this in house, we love the fact that Totango has already figured this out, giving us tremendous insight into what is going on with our users during that trial period.”
Zendesk’s goal was to increase customer engagement for their 30 days trial users and increase the free to paid conversion that way:
“We changed how people experience sending and receiving customer service tickets during the trial. Totango helped us figure out ways to try different approaches to highlight key features which and see ones got the most usage” says Urlocker.
Since Zendesk has massive amount of daily downloads and thousands of customers, they needed visibility into who to focus on in order to gain the most success and Totango is helping them to achieve that and thus increase their conversion rates.
Similarly, CloudBees needed to understand, in real time, how developers in its freemium model use their platform. “We need to see where they start using specific services and using multiple services,” says Labouray. “Before implementing Totango, we tried using analytics to track user behaviors. It gave us overall trends but no insight into what specific teams or specific users within a team or group are doing on our platform. You don’t know what you don’t know. Totango showed us what we didn’t know. We’re using those insights in working a lot of services and reaching out to our users.”
He says they had a big “aha” moment when Totango revealed an unexpected spike in usage all of a sudden. They then realized there is often a lag between when customers sign up for the freemium model and when they actually get ready to use it.
Creating value for customers is the most important activity for retaining customers longer, so all customer-facing teams need to align around that objective. With the right data, you can get real insights into which customers are likely to convert from free to the paid model as well as where those customers come from, their overall lifetime value and the customer acquisition cost and with all of that information, you can build an effective marketing/sales model!
We want to help ensure our customers not only improve their communications with their users but also gain the ability to drive to monetization and unified value-creating goals for acquiring and retaining customers.
Zack Urlocker is chief operating officer at Zendesk and heads up Sales, Marketing, Business Development and Support. Zack came to Zendesk from MySQL, where he was Executive VP of Products. Besides building the business model for MySQL, he helped grow revenues to more than $100 million annually. He has more than 20 years of experience in the software industry and has held executive management positions at Active Software, webMethods and Borland.
Sacha Labourey is founder and CEO of CloudBees. In 2001, Sacha joined Marc Fleury’s JBoss project as a core contributor and implemented JBoss’ original clustering features. In 2003, Sacha founded the European headquarters for JBoss and in 2005 he was appointed CTO. After the acquisition of JBoss by Red Hat, Sacha became co-General Manager of Red Hat’s middleware division until leaving in 2009 to eventually start CloudBees.
Today I’ve interviewed Zack Urlocker, Chief Operating Officer at Zendesk.
Zendesk, is the leading cloud based help desk customer service software which uses a low touch sales model.
Low touch sales model companies usually keep small and focus sales teams, which saves a lot of money for their organizations, but can naturally contact fewer customers. How would these sales teams know where to focus on?
Zendesk, for example, have 10,000 customers and many new prospects are signing up for their service every day and they still very successful SaaS company as it intelligently using tools to help them figure out which users are more likely to buy. Those users are being referred to their sales team and the rest are being pushed for their self-service model which doesn’t require human resources.
Watch the full interview with Zack below to also learn what Zendesk use to keep their subscription customers using their service (hint: customer engagement)