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CRMIdol 2012: Totango’s Review “Their future will be very, very bright”

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We had the opportunity to present the Totango story to the CRM Idol judges last week. Our CEO Guy has written about some of his experiences here.

We are really happy with the fair review and proud of the Totango team and, more importantly, our key customers and business partners and what we have been able to accomplish together.  We are especially happy that the judges agree with us on the importance of putting customer insights at the heart of every customer facing business process in your organization. It’s not about analytics. Rather, the key to success for any business with online users is to use insights about user actions to achieve measurable business results: increase conversions and customer retention and grow the average revenue per user year over year.

Here’s what the judges had to say:

On tracking the “health” of your existing users:

“Even more impressive and a real backbone to the system is their “Customer Health” configuration. This is a very well-constructed, modestly deep, capability that allows you, based on customer actions, to determine the state of the customer’s health relative to your company. It goes to the heart of CRM which is “if a customer likes you and continues to like you, they will continue to buy from you. If they don’t they won’t”.

“Their customer health index, which at the moment is good, average and bad, isn’t just a passive set of identifiers but a trigger to actions that can be taken by the company once alerted to a customizable condition. That’s sweet stuff. “

On using customer insights across the organization:

“Their product works well with what they are focused on – trial conversion, and churn risk management and has strong implications for an expansion well beyond that.”

“Because the product is highly configurable, it isn’t limited to churn management or trial conversion.”

On integrating with existing business processes:

“They have built some of the best technological partnerships that we’ve seen including, Eloqua, Marketo, Zendesk, MailChimp and an API that allows for integration with them. Among the CRM Idol contestants, they have arguably one of the best, if not the best perspectives on the power of integrating a social layer with more traditional capabilities and we say kudos to that. Enterprises are looking for the best outcomes, not the best software and thus, if you can show how what you provide in combination with other tools improves the outcome that they would have had without you, you are a very smart company.  Totango is being very smart here.”

Thanks again to the judges for the opportunity and their candid (and useful) advice.

You can read the full review here.

Jill Rubin

Jill is a senior marketing and business development executive with experience leading successful teams in both large companies and startups. She has taken companies from early stage to strong revenue growth and propelled established businesses to industry leadership positions.

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