Each customer is at different stages with your app and should be treated just so.  Use Totango Tags to define these stages and transition customers as they make progress. 

In these tutorials, we'll define two stages Onboarding (new customers using our application) and Established (reached their first value point) and use that for our walk throughs

 

Create an onboarding flow

Create an onboarding tag to separate new and established customers Trigger add/remove tags to automatically track each accounts' status. CSM can tag accounts to communicate and manage status

 

 

Add Risk Levels

Add "Red", "Yellow", "Green" risk levels to onboarding and establishes accounts

 

 

Create Insights

Identify key account milestones and accomplishments and export them automatically to Salesforce.    See also: Totango for Salesforce.com

 

 

 

 

Follows and Alerts

Totango powerful email notifications and alerts make it easy for each team-member to get real-time alerts and daily updates on the accounts they care about. 

Follow an Account

Get daily updates on account activities Great for tracking your "account short-list" -- the accounts you care about the most

 

 

 

Follow an Active-list

Get daily updates on account segments you care about (at-risk, new-onboarding, ...) Personalized updates for each CSM and the accounts they manage - a daily TODO list

 

 

Real-time Alerts

Real-time alerts as events happen. For example, send a email to the internal success-team when a new paying customer signups. Great for an office-wide "customer engagement drumbeat"

 

 

Overview

Totango's Customer Health Dashboard is the best way to proactively manage customer ongoing health in order to reduce churn, increase upsell, adoption and overall user happiness. It is a critical tool for customer success professionals and anyone else who participates in achieving the above goals.

The Totango Health Dashboard is available as part of the Totango user interface and provides the following capabilities, out of the box:

•  A Health Rank (Good, Average, Poor) computed by Totango for each account based on its ongoing engagement with your service. You immediately know how much value each customer is getting from your application, and can further tweak the default ranking algorithm if you need to.
• Health Status your customer population, and trending data to see if it is improving or deteriorating
• Drill down to identify your most successful accounts and those that need attention
• Segment your customer base and gain insight into how each group is doing

If you have a Totango account setup, the Customer Health Dashboard is available right now. (Login)

 

Dashboard

Login to the Customer Health Dashboard from the Dashboards section of Totango.

 The top of the dashboard shows the current breakdown of your customer base to Good, Average or Poor health.
     - Good Health: Paying customers that are using your application on a regular basis. By default this means that someone in the account visits the application a few times each week.
    - Poor Health: Paying customers that re not using your application or have other "red flags". By default this means they haven't used your application at all in the last two weeks.
    - Average Health: All the rest of the paying customers. They are using the application, but not to a level that matches a customer of good health. By default, this means there's been some activity in the account, but not on on a "Weekly basis".   

Totango also computes a "Health Score" for the entire account population between 100 - 0. Think of it as an ongoing report card on how you are doing. 100 means all accounts are of Good health, 0 means all are in Poor health. Usually it's somewhere in the middle.  For a B2B SaaS application, you should expect to see 40%-60% of accounts in Good health, and 20% or so in Poor Health, reflecting an overall Health Score of around 60%.

 

You can experiment with and change the default settings mentioned above. See: --Configuring Health Ranking--

 

NOTE: Not seeing correct data? Review the customer health integration checklist or contact us for any questions!

 

Drilling Down

Obviously, you're first priority is engaging with customers of Poor health. Paying customers that are not using the applications have a much higher rate of churn (see: Totango Customer Engagement Benchmark).
Customers of Average health do not seem to be getting much value and should also be engaged to help them get there.
Customers of Good health are doing great! You may want to explore upsell opportunities, case studies etc.

To see accounts in a particular category, click on the relevant slice on the piechart. Totango will load the accounts of that ranking into the Table at the bottom of the page.

Sort or Filter the account list. Then click on any account to see their full profile in Totango. (see --Account Profile--)

You can also hover over the Health ranking to see an explanation of Totango's health ranking algorithm.

 

Trends

Use to see if customer health is trending up (yay) or down (oh oh) over time.

Segmentation

You can segment your customer base by an Account Attribute to see how each segment is doing in terms of Health. Drill down is available here too, so simply click on any bar to see all customers in that category.

Segment by Success Manager

Breaks down status by success manager. Requires the Success Manager Account Attribute

 

Segment by Company Size

See how each tier of customers is doing. Requires the Company Size Account Attribute

 

 

Configure Health Ranking

The default Totango health ranking system is simply but very effective:

• Good Visiting the application a few times each week.
• Poor: Hadn't used the application at all in the past two weeks.
• Average: Using the application occasionally but not on a regular basis (a few times in the past two weeks).

You could refine it by using some of the parameters below. You will find your Customer Health configuration page under the Totango Account Settings.

(Requires a Totango Administrator Account)

Note: The Preview Pane shows in real time how changes you make affect the current health distribution.

• Overall time spent: How much time have users from the account spent on the application each week recently.
• License utilization: In the last two weeks, how many licenses did this account use, relative to how much they purchased. This is a great indicator for applications with a per-seat license and requires the Licenses Account Attribute
• Engagement score: Account is of a certain Engagement score. See: How is the Totango Engagement Score calculated

Questions? Feedback? Ideas?

Post a comment below and we'll respond right away! You can also open a support case if you prefer.

Like the Totango Customer Health Dashboard? Give it some social Love!

Tweet this (or anything else): "Reviewing the Totango Customer Health Dashboard. Looks Great! #customer-success #saas #totango"

Totango provides a wide range of reports that help paint an overall picture of customer engagement in your business.

The reports are designed for simplicity and ease of understanding. You many not be able to create every imaginable report variant, but it will be ease for you to get to the key information you typically need.

Can't find what you are looking for?

We realize there are reporting needs we did not think about yet. If you need a report and can't find it here, please let us know by opening a support request or adding a comment to this thread. We'll either add it to our standard list or create something custom especially for you.

 

Reports are organized in the following categories. Click on a report for more details on what it represents and what you can learn from it.

User Engagement

These report help you understand how your user-base, in general, is interacting with your cloud application.

• Popular User Actions by Account: Learn what activities are done by most of your accounts
• Popular User Actions by Users: Learn what are the most popular activities done by individual users in your user base.

Free Users

Reports that focus on the behavior of free users: Engagement during trial, conversion and acquisition rates, etc.

• New Free Accounts: Track the rate in which you are adding new free (trial) accounts to your service
• Free to Paid Conversion: Monitor your conversion rate on a week-by-week cohort basis

Paying Customers

Reports that focus on Paying accounts and their trends.

• Paying Accounts: How many paying accounts do you have? Look here for your hockey stick :-)

Cancellations

Reports that analyze of cancellation and churn rates

• Cancelled Accounts: Rate in which you are losing (churning) accounts from your service
• Cancellation Lifetime: How long before users typically cancel their subscription?

You Using Totango

Reports that show you how you and your team is using Totango

• User Actions Sent to Totango: How many activity events are you tracking on Totango?
• Totango Users: Who is using Totango the most in your organization?

Overview

In a high velocity, self-serve SaaS business engaging customers through email and other marketing channels is crucial to keeping them informed, engaged and productive. This engagement needs to happen throughout the customer’s lifecycle  -- from the minute they first signup until they become mature customers and beyond.

Boiler-plate generic marketing, sent occasionally or at fixed intervals, does not work because each customer has different needs, moves at a different pace and has their own level of engagement.

Totango’s Lifecycle marketing solution, tackles this by allowing SaaS businesses  to create email marketing campaigns targeting users based on their current stage, engagement and actions.

• Initial Signup: Send focused nurturing emails based on the customer’s progress with the application, improving their evaluation experience.

• Onboarding Customers: Help customers become productive faster through contextual messages targeting areas in the application they are using (or should be using)

• Mature Customers: Keep customers engaged with email messages relevant to their current level of engagement and usage levels. Bring declining customers back and introduce new features in a way that makes sense for the customer.

Implemented correctly, lifecycle marketing greatly enhances the engagement between the user and the SaaS business and application, resulting in improved conversion, reduced churn and happier customers.

It is an essential component of a high-velocity sales and marketing operation of a modern SaaS or cloud business.

 

Examples & Use Cases

 

See CloudBees Use Case - Automate Customer Engagement with Totango for a case study of Lifecycle Marketing in action.

 

Improve self-serve trial experience

When a new account signs up for a trial, rather than sending them a generic set of emails at fixed intervals, react to what they are doing with their trial account and expose them to focused content which will impact their evaluation experience in the most positive way.

User signed-up but has not yet activated their account	Email them a compelling case study to get them going
User completed one, but not all steps for trial/account activation (activation has multiple steps)	Email helpful tip, tutorial or invitation for training directed at the next step required
User completed initial setup and configuration	Send them a congratulations note with helpful next steps
User has completed initial setup and configuration, but hasn’t logged in since	Send helpful hints on how to roll out the solution internally in an organization
User has not yet invited collaborators to join the trial	Send a link to a training video for end-users to share internally
Trial about to expire and users are actively engaged with the  application with multiple trial user participating	These are your hottest prospects and the first one to receive a phone call from sales Also send materials to "close the sale" (pricing /  ROI / incentive discount code)
Trial about to expire and  users are not fully engaged with the application yet	Send a curtsey trial extension + feedback form
User has yet to try out key module X two weeks into the trial	Send an intro video of why X is important
User started using key module X?	Provide best practices and detailed implementation notes

Customer Win Back Programs

Even after a new Lead turns into a paying customer, keeping them engaged and satisfied is vital. Otherwise they may churn despite all the marketing and sales efforts that went into acquiring them. It is known that lack of usage of the application is a early signal for potential churn and implementing “fetch-back” emails targeting these users can not only save customer-success representatives hours or manual work, it also will have a positive impact on retention rates.

Paying customer had a decline of usage in the last two weeks	Send email reiterating benefits and providing contact point for problems
Customer returns after a long period of inactivity	Send a welcome-back email

Upsell and Cross Selling

Use Lifecycle marketing to nurture users into premium plans when they exhibit behaviors that indicate they would benefit from the premium feature sets or products

Different type of user is starting to use the application	Send e-mail on the expansion module available for this new user
User is nearing the capacity of their service plan (e.g. using 10 out of 10 licenses in the basic package)	Call the customer’s attention to expansion programs available
New product is available	Email users with a usage profile indicating the new product is relevant for them

New feature introduction

Adding new features to your cloud-application is usually only half of the challenge. Getting users to know, understand and adopt is is equally challenging. By proactively sending users appropriate content in reaction to their use (or lack thereof) of certain application modules, engagement increases and the time from when a feature is introduced to when it has been fully embraced by the user community.

New module X was released 30 days ago but user has not actively used it	Email user key benefits and highlights
User just started using module X for the first time	Send tips & tricks email to help them understand the full potential

 

Read more:

• Lifecycle Marketing - Introduction
• Getting started with Lifecycle Marketing
• Totango Lifecycle Marketing with Marketing Automation Tools:
• Marketo
• Eloqua

Questions? Contact us at support@totango.com or join the discussion below