Magazine article CRM Magazine

Wiredrive Accelerates Customer Success with Totango; the Media Sharing and Collaboration Firm Has Built Stronger Bonds with Its Customers

Magazine article CRM Magazine

Wiredrive Accelerates Customer Success with Totango; the Media Sharing and Collaboration Firm Has Built Stronger Bonds with Its Customers

Article excerpt

Wiredrive, a Los Angeles-based provider of cloudbased media sharing and collaboration services, aims to help creative enterprises operate more efficiently. Among its 1,500 customers are familiar names such as Nike, Cisco, ABC, and GoPro, which perhaps partly explains why it has been so concerned with maintaining high performance standards. Using Totango's customer success software, the company has been able to better oversee each of its accounts, meeting growing expectations for support after initial contracts have been signed.

Wiredrive's customer success team is charged with a number of responsibilities, including educating customers on how to get the most out of its service, identifying opportunities for cross-selling and upselling, and keeping churn to a minimum. With so much on its plate, the team feared it would have trouble providing each customer with the necessary amount of attention. The team needed to know which end users required the most guidance as well as help with delivering more personal and relevant messages during crucial moments of their journeys.

Looking for aid in these areas, the company turned to Totango's customer success platform in January 2016. With Totango's Executive Console Health feature, the Wiredrive customer success team was able to segment its customers based on specific landmarks in their journeys, getting a clearer view into how each segment was progressing. Wiredrive also adopted two other Totango features: SuccessPlays and Campaigns. SuccessPlays are operational programs and activities that are automatically triggered at different stages of the customer journey. Using the software, Wiredrive's customer success team discovered that the first 21 days of on-boarding are critical to customer adoption; SuccessPlays was able to closely monitor customers in this segment and automatically assign tasks as needed to the relevant customer success manager.

The company has leveraged SuccessPlays throughout the customer journey. It can gauge customers' likelihood to renew their contracts. Users are asked to fill out Net Promoter Score (NPS) surveys at two separate points in the period leading up to their renewal date, and customer success managers see their feedback 180 days in advance so that they can proactively target accounts that are at high risk of churning.

In addition, Wiredrive replaced its customer communication platform with Totango's Campaigns, which has enabled it to better track the impact of customer engagements. …

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