Customer Success Play by Alex Brower, VP Operations at Crittercism at the 2014 Customer Success Summit.

1. 3/24/14 Confidential 1
2014 Customer Success Summit
Alex Brower
VP Operations, Crittercism
Customer Success Applied Outside the Box

2. • Monitor and ensure mobile
app performance
• Enable enterprises to
deliver faster, better, and
smarter mobile apps
Our Advantage
• Complete Mobile Monitoring
• Mobile First
• Mobile Scale (1B app users)
Customers Who Trust UsWhat We Do

3. Rewind to Fall 2012
- Started October 2012 to run Finance + Operations
- Great product traction (fire hose of Freemium signups)
- Early throes of licensing / pricing
- First focus = measure the business and help scale it
(focus on the SaaS metrics you all know)
- Quickly realized p0 needs:
- enable sales / marketing with understanding of how our
product is used and by whom
- for our product and engineering teams to keep on shipping!

4. 0. Don’t let sales + marketing fly blind
- Implemented Customer Success solution (Totango) Jan 2013
- Primary implementation goal / play #0:
1. Track usage (and non-usage) of paid features during trial
2. Put users on automated email drip campaigns that
enabled them with usage tips aimed to +stickiness
3. Correlate behavior with deal value, tie back to lead source,
inform demand gen efforts

5. Play #1: Don’t let assumptions or anecdotes about
feature usage be a distraction – measure it.
1. Measure it: “Search by User” (Product)

6. 1. Measure it: “Search by User” (Product)
- Search by User feature
enables our customers to be
proactive about app
performance issues
- “It’s hard to find”
- Customer success analytics
indicated people were
finding it and it was
massively popular

7. 2. Package your product with customer behavior insights (Marketing)
Play #2: If your marketing team is working on changes to
how your product is packaged, make sure the work is
informed by actual, measurable customer behavior.

8. - Most companies struggle to get product
packaging “right”
- Don’t expect you’ll get it exactly “right” for
every customer
- Hold yourself to a standard of intelligent
iteration and use the right tools to get there
2. Package your product with customer behavior insights (Marketing)

9. 3. Your success = theirs
Play #3: Don’t be afraid to use customer success tools to
get what you want out of customers. Your success =
theirs.

10. 3. Your success = theirs
Use Totango for A/R Collections?
If it works.

11. Contact Info:
Alex Brower
alex@crittercism.com
Run better, faster, and smarter
mobile apps with Crittercism.
www.crittercism.com
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