Timo Zuidgeest 0:00
Okay, well first of all, welcome everybody to this first Pendula subscription webinar, the subscription experience. And of course, we're all really happy that you could join today. And of course, we're hoping that you're all doing well in this, well, let's say troubling times. Today's webinar will take about one hour. And whenever you've got any questions during the session, please feel free to ask questions directly or you can also use the chat function to raise questions. And we will come back to this during this webinar. And of course, finally, at the end, we are in the upcoming periods, we're always happy to set up one to one sessions to do with you a more personal deep dive, and to explore the finishing of a subscription experience could mean for your organisation. But how to do that we will come back to that later this webinar. So speakers today it's myself Timo Zuidgeest I am managing director of Subscription Factory. We've got Alex Colvin, CEO and founder of Pendula. And we've got Ben Albrecht. And Ben we'll do our will take us through a demonstration later on in this webinar. What's bringing Subscription Factory and Pendula together in this webinar, and why are hosting these webinars? Well, first of all, both companies we are sharing a passion for enabling customer success in the subscription economy. And both companies we are helping customers being successful by introducing and implementing a new recurring monetization models. And secondly, both companies will offer a relationship of course, which Zuora, one of the world's leading subscription billing engines. And at least Finally, we both believe that being successful in the subscription economy means that you have to give attention, of course to your product and pricing models, of course, do you it landscape, of course, your sales organisation. But even more, right now it's important to create a more or less excellent subscription experience to first of all, increase subscription revenue, increase customer satisfaction, and of course, reduce surance as much as possible. So took us two companies are hosting this webinar. First of all, let me introduce myself, subscription factory. For the people who don't know us, we are founded in 2013. We are based in Ireland, the Netherlands. And well, we are one of the world's most successful and I think also most partners from day one. So we are working with Roy already for more than 678 years. We've got roughly 30 people working for us. And our main goal is supporting customers with neat re monetising their business models. And what we've done, I think over recent years is around 45 resource limitations. Small ones, big ones, interesting ones, bad ones. Well, we've seen everything. So it were really I think definitely exciting, exciting year so far. And the companies we are working for are mainly well three, we can divide them actually three types starters, companies, which are bouncing subscription models from day one, companies, which are in SAS. And they said, Well, what we are going to sell should be done by subscriptions from day one. Secondly, companies which are more or less scaleups, which are already selling their businesses based on subscriptions. But whenever you need to replace legacy, or to automate their subscription processes in a better way to be ready for the future or to create a fit for the future. And other customers, we are actually looking for many right now. And that's what we call the read vendors that are the companies which are in the process of reinventing themselves. So all kinds of traditional companies selling their goods selling their services on a transactional basis. Which which right now or in the face. Okay, how can we set up different kinds of customer engagements? And how can we create old services on top of already for for many years. And besides this, of course, it's Pendula. Alex, maybe you can give an introduction, your company.
Alex Colvin 4:28
Thank you, Timo. And thanks everyone for joining today. Now the benefit really of this COVID lockdown is that we can connect with each other across borders without too much disruption. So I'm really looking forward to sharing some things that we've been displaying within the Zuora system for the last three years. Specifically, we've been subscribed in the US and in London, Singapore. You can probably tell from my accent that we were originally Founded in Sydney, Australia, actually a lot of sort of pedigree is within our business. But myself and Timo, who's on the call, or Zuora Team members from a few years back, and we really have bought into this subscription economy. This really lives up to how Timo his business has lined up with Pendula in our passion for really enabling not only subscription excellence, but also what really what Pendula really dived into, which is the subscription experience. And some of the key things we're going to touch on today, we're proud to be one of the only externals or native applications that's on the platform, we have a very strong close relationship with his worth. And the technology is tied very closely to get up. On top of the Zuora capability, what we're really, really looking to do here is the the heart of every customer compensation. And this is really true to what Pendula is, when I say customer compensation, we are referring to digital compensation. So think SMS messages back and forth, think emailing back and forth on social media conversations that are direct messaged back and forth. And what Pendula seeks to be is that half between the customer and the subscription business that they are receiving services from. I've got a lot of validation today, but 80 over 80 customers now all the world from Europe, to the US to Asia and Australia, New Zealand. And today, we've now enabled over 10 million conversations, we're replaying some of the experiences that we've seen within those businesses that we've been supporting over the last several years. But really what we're about is shifting broadcasting messages to subscribers to subscribers, and enabling a conversation with them. We're going to, again, dive into some of these conversations. You'll see also Pendula really lining up to the subscription factoring where their key focuses are so again, started scale ups. And this key thing green ventures and this is really where these two businesses have the subscription factory and Pendula really lining up and being able to not only provide capability but also the consultative expertise to level up the evolution and your subscription journey. I was looking forward to covering off a lot of these points today I'm going to have aptamer first so just run through the agenda and some really key points around what the evolutions are presenting within the subscription universe and the submission experience itself.
Timo Zuidgeest 8:11
Thank you, so come to the company introductions are done, so the agenda for today is that well I will tell you guys in a few minutes what's going on or actually what we are facing in the markets around the evolution of subscription commerce and then it's all about subscription experience subscription relationship and of course some some real world examples done by men so to the next slide please and just on refresh so for your okay so what's what's driving the subscription economy and think of our mainly four things that we are facing right now of course First of all, it's all about creating unsustainable revenue creation it's all about sustainable revenue. So whenever you're asked CFO or CEO what they like most about the subscription economy and you will probably get the answer I suspect a sustainable and revenue and that's what inscription different monetisation model will deliver you Yeah, were you able to work out the best option market combination of course the other thing which is driving subscription economy that's that's technology. So more and more what we see is that IoT and the digital work driving all kinds of different markets to all kinds of new monetisation models. And yeah, that's what we see happening more and more and also traditional marketing and also of course, traditional marketing automation tools are not really suitable for driving this process anymore. So I think that's also a great thing about about a company like like Pendula because they are making the bridge or they have created the bridge between the new way of marketing automation in combination. Yeah, which subscription businesses and of course, the other thing which is driving description, calm That's of course, yeah, the chains of customer demand. You know, ship of goods is becoming less important. Why should you buy a car we can scribe mobility concepts. And still buy a razor blades where you can subscribe a service for that. Why to go into a shop every day for your food, your drinks, where you can subscribe, a food box. So these are all kinds of examples of companies are now with redefining or reinventing themselves, and there's also all kinds of ways how they are trying to unburden their customers. And finally, the thing which is driving, of course, is scripting economy. That's, yeah, that's simplifying or trying to simplify your sales process. So give your customers the freedom to subscribe themselves, and give them all kinds of tools. So they can nurture their own subscriptions. But of course, also based on messaging, again, what you as a company can share with your customers and what you think what's the best for customers. But it's just a small refresh of constantly before may think, what we see what's driving the economy. And basically, the project that we have done a subscription factory over the last over the last years, then in the early days, it was all about Yeah, helping customers with it was helping customers with setting up a core subscription billing engine. So it was mainly about billing billing, we would like to sell our service as subscription. So we didn't billing it for that. And then after that, we saw that there was a focus. So four or five years ago, there was more focus on Okay, we've got our subscription billing engine up and running. But right now we like to also integrate CRM systems with that. And we would like to start also with direct sales, we would like to boost our direct sales. So then we sold for, I think, a number of years that that wasn't, that wasn't, yeah, and heavily needs to support customers with for example, integrating Salesforce goal Mike's with me. And after that, and that's I think, where we still right now in is that our customers are also we creating customer portals, creating Salesforce portals. And what you see is that the subscription sales is moving more and more to the web. So that's definitely something which is going on right now. And in parallel, we believe that the next chapter of subscription commerce, that will be ordered is around creating subscription experience. So besides that, you're able to build subscriptions big, you're able to sell it directly fire and CRM integration. And when you're all when you can already support a fire the web portal right now, I think, where we think that the next chapter is okay, we have to help customers with setting up a subscription experience. Well, I'm thinking that's actually where it's all about for today. So what I would like to hand over the microphone to you, Alex.
Alex Colvin 12:52
Thank you to Timo. So this is the key thing, what Timo was talking about the subscriber experience. And we look really what the investment with most subscription businesses and how they've been directing that focus over the last several evolutionary stages, it's all been about setting up your back end systems, ensuring that we've got the capability to actually support the types of services that we're enabling of now that's an IoT embedded device in a white goods, like offering, that's a publishing business. But the next shift that we're now able to take advantage of and we have so many customers that have invested in a solution, like soar up and invested in CRM like Salesforce, that now we're ready to start focusing on that subscriber experience and what that looks like. Today, we're going to take a different tactic, let's moly, you'll experience with how we explored certain topics. And what we're going to be doing today is running through a bit of the story, we're going to meet a subscriber, and we're also going to meet a business that she subscribes to. I'm going to talk about what's important for them, then what we're going to do is look at how the technology can actually enable an experience that our subscriber wants. So let's go through this. So first up here, we have Sally, Sally is a subscriber and someone that a lot of us can all really relate to. She's someone that has really bought into this concept of her consistent long term relationship with her service providers. And she's now in a position where she no longer just values the product that she has has purchased on a recurring basis. But she also now is really valuing experiences and what we're actually finding with a lot of subscription businesses and there's countless studies that are really backing this up. Price is no longer a differentiator for Sally. Sally now cares more about her experience with these services. buyers that she's now interacting with on a recurring basis, so much so that her experience is actually the differentiator here in what is a good service or a bad service that she's really receiving. On the other side of Sally's Acme data, Acme is our subscription business today. Everyone who's on who's joining the webinar today isn't Acme, CO. Right. And really, this is a subscription business here that is understanding. One who Sally is and what Sally's needs are, we've pivoted our products, we've pivoted our technology stacks to support Sally and what she needs. But the core of what Sally needs is not only receiving a service, but the subscription experience that sits on top of that. Now we need to be able to anticipate when positive events are going to happen to Sally and promote them. And when a negative event is going to happen, we need to mitigate them as fast as we possibly can. And this is really core to this key thing that exists between Acme and Sally, which is very unique. And this is their relationship together. And this is a really key point that everyone really is probably bought into already that the relationship between Sally and Acme is very unique, when we've shifted from her unit selling models to now these subscription focused relationships. What matters is that Sally and Acme have a consistent relationship. That is not only proactive, but it's bi directional. And what that means is, and this is the real unique side to this relationship, is that Sally has a voice. Now the voice that Sally had is really valuable to Acme, and all of our subscription businesses, because Sally's gonna be telling us what's working for her what's not working for her. She wants to, you know, increase using the product in a certain way she wants to add on features if she wants to add an alarm to add on a replacement of a service that she has previously she wants to go from one masthead, in a magazine business to another masthead that she might also want to enjoy. Now on top of that, her voice is so valuable that she wants to actually tell me more about her needs and experience and what she's asked. This is something that's really valuable here on the list. There's a few things that I want everyone to take out of today about the subscriber experience. And that is that, firstly, Sally wants to talk to you. And we'll talk through some of the stacks that we've really experienced on this subscription side, the seller wants to talk to you on top of that, what she has to say is really valuable. It's not only about asking, selling, would you like to upgrade? Or would you like to pause your subscription, it's selling, what would you actually like? And what we're saying here, in our experience with our customers with over 10 million conversations today is 17% of the time that we asked Sally something she's going to tell us something different. she'll ask the original question, they will be wrong, she won't just completely ignore the first prop. But she'll provide feedback beyond that there'll be feedback about our competitors about how we can improve our service about how she might want to increase the services that she's already acquiring from Acme code. Now, the key thing with this is that when she's providing this data, and this is the third thing, too, Sally wants to tell us things, she wants to speak to us, the things that she's telling us it is and will be very valuable. But on top of that, if we make it easy for her, and she's valuing her experience, she's going to spend more money with us and she's going to engage more. And this is huge. This is a real, real master vet, in how you can shift your business from one that is servicing customers to managing relationships with customers. And that is if we can give Sally a voice. If we can hear her. And we can make it easier for her. Acme is going to have an unfair advantage against its competitors in the subscription economy. And it's going to see some big big results here. And we've seen some really significant results, some snapshots here across the customer base that we have right now again, this is the hens night conversations we've seen when you enable someone to respond back to a message that's an email or an SMS, or WhatsApp, whatever that would be. We're going to have greater than 30% interaction rates and this is huge, right? We're now going from a world where previously we were using our marketing automation tools for things that weren't designed. They weren't designed for marketing automation tools. were designed for these nurture paths and are getting people to the point of acquisition. But once they become a customer, if we cannot allow people to respond back in the same place that we reached out to them 30% of the time, they're going to respond back, comparing that to seven to 8%. industry best practice of email, click through rates, it's a huge opportunity here to be able to really increase the interaction with our customers. And Ben's going to show us how we can automate this today and trigger these interactions at key points in the life cycle of our subscriber. Now on top of that these 30% of people who are going to interact with us 17% of those 30% of those people are going to give us feedback beyond what we asked them. This is invaluable, valuable feedback, we have seen so many businesses that spend huge budgets, trying to run data science over what their customers want. And they haven't even just tried asking them. This is live consistent, scalable feedback. And on top of that, if we are enabling an upsell or cross sell like conversion, which carries with a significant ROI, because it's revenue driven, if we're using a conversational like experience with our subscribers, we're going to be able to see greater than 16% upsell and cross sell conversion. This is real material results here that we're going to see from Sally, if that's selling more magazines, if that's going from the silver package to the gold package for our SaaS business, if this is us, running an IoT like service on top of white goods, and you know, servicing that customer with more frequent servicing or replacement of that service, or that device, in a more rapid timeframe. This has real value to the subscription business is doing this. But on top of this, we're servicing our Sally's and we're giving selling experience that she's never seen before and differentiating ourselves as a result for that. Now, of course, this is an advanced step right? This sounds fantastic. And everyone will sit there and agree that we want to provide experiences like Sally. Now, how do we actually do that? And the real question here is, how do we make an experience like this scalable, we can't be throwing people at this problem, we need technology to enable these experiences for two reasons. One is a cost of acquisition needs to be maintained. We can't be blowing out our service costs by having one person per client in managing that relationship. But also on top of that the timeliness of these communications need to be data driven, we need to be sitting into the source systems, Zuora and Salesforce and our production systems to ensure that we're triggering these experiences with Sally, when she needs to be engaged. So we're gonna look at this today. And we've got, Ben has kindly joined us and Ben's gonna show us how this works. And we are going to swap screens for a second. So Ben can take control of the webinar here. But we're gonna see how this is possible within a tool like Pendula. Now, of course, we want you guys to embrace this experience, and this evolution irrelevant of our tool, we have an approach to solving this. But of course, it's not the only approach. What we really care about here is creating these experiences for your subscribers, and really driving this this subscription economy forward. So they all hand over to you here. And if you're able to share your screen, and take us through how Sally's gonna have this experience.
Ben Albrecht 23:44
Great. Thank you, Alex, and hello to everyone on the call today. As Alex has just mentioned, you know, I'm going to go and take you through, you know, how can we, as let's say a team member at Acme create an experience for someone like Sally the subscriber, that's really easy for her to engage with. So using Pendula, we're going to create an experience that's not only relevant, timely and contextual. We're going to do it all without the need of having to write any code or rely on you know, IT departments or other business use units. So everything that we're going to do today is very much driven from a business user perspective. So as that business user acne code, we've looked into Pendula, and what we're looking at is essentially all of our organisational flows or experiences that are going to you know, reach out and engage with all of our subscribers at various points. Now you'll notice we've got things that relate to you know, different life cycles within the customer journey. So things driven through campaigns, cases, payments, but what we want to do today is actually create one of these experiences for from scratch. So let's go ahead and do that. And really the first step in building any one of these Pendula flows is providing some context. So what are we actually talking about here today? So is it in relation to invoicing payments subscriptions? Well, in this case, what we want to kind of demonstrate is how can we reach out to our subscribers, how do we reach out to Sally and provide something to her, that's actually going to be relevant. And in this case, it's going to be an upsell. And we might even include some cross sell components to this use case. And it will be sent out to existing subscribers. And as that user, we then want to make sure everything is timely. So we've got a few different options here. It can be event driven, it could be driven through things like workflow, we can trigger things through call outs, so leveraging Zuora standard events and notifications framework, as well as any other external platform which makes something like Pendula, a very flexible product. And then finally, on a schedule, so as as a user within the organisation, I want to send this at a time that's going to be relevant to to an individual. So in this case, I'm going to send it simply once. And we'll be sending it in Sydney timezone, which is where I'm sitting at the moment. So let's say it's going to be 12pm. Tomorrow, which is Friday. And that's really going to make sure that it's timely. So I'm actually determining when this is going to be sent out. But finally, I want to make sure this is relevant, I want to make sure that I'm only reaching out to my subscribers that I'm looking to target based on the information that I've captured, maybe through subsequent conversations, or previous conversations, I should say, or other engagements that we've had with our subscriber base, so that we can make these really relevant and appealing to our subscriber base. So the way I'm going to do that is simply define who we sending it to, via some simple criteria. So I'm going to use my standard data model within Zuora to select from the individuals that I'd like to target in this case. So first of all, I'll be looking at my subscriptions. I only want to target subscribers that are active, of course, but don't want to look at anyone else that is currently either pending or cancelled or draft, I'm only looking for active subscribers. I also want to look at subscribers that are probably thinking about renewing, so their renewal date might be coming up. So I'll be selecting from the subscription. Once again, I'm looking at the next renewal date. Now here, because this is a data driven attribute, I want to kind of use a bit of a window. So I'm going to say is equal to not a specific or a discrete date value, I might want to say, you know, is equal to a plus days, let's say 60. And what that's going to say is find me all of my subscriptions that have a renewal date, you know, in 60 days time, and I could increase that window, I could have a larger selection criteria here if I wish. But it allows us to have the set up in a way in which these can run consistently and pick up the relevant subscribers you need to use in each case. Now finally, I'm going to select some specific subscribers based on their rate plans. I've got a special offer, as a marketer at Acme code that I know my subscribers with a specific rate plan are really going to enjoy. So I'm going to target only those individuals that have a red plan that is named accordingly. Now as you can see from my rate plan name, we're saying today that Acme CO is more or less a telco, or a mobile phone provider. So that will form the basis of some of the contextual data that you'll see in demonstration. So as a user, as a business user, for that matter at Acme code, really all I've done so far is set up a few things. First of all, I've set some context, by way of some doctors are up, I've made sure it's timely. And I've set a specific time for this to occur. And then finally, I've defined the audience. So who are my target subscribers who, who's who am I looking to reach out to in this particular instance. Now once I've done so, I can click Save and Next which really takes To the core part of the Pendula product, which is where we can define these experiences, and enable an organisation to have these types of engagements with their subscriber base. So what you're looking at is essentially a blank canvas at the moment. And then along the left hand side, you have your toolbar. So starting from the top outbound channels, so the ability to engage through various channels from an outbound perspective. And then subsequent to that, we have this customer initiated section. So this is really what sets Pendula apart from other products in the the communication space is the ability to define how your subscribers can respond, and then subsequently how they should be understood. Now off the back of those responses, we can then automate downstream processes, so things like workflow actions, as well as some standard things like the ability to add and remove rate plants from customers subscriptions, Alex made a good point before is we want to be able to action things on the channel that our subscribers are engaging with. So if we are to provide an offer via SMS, we want to make sure we can make that change for the subscriber through that communication transaction. So through that SMS conversation. So let's go ahead and build out this experience. I'm going to start by dragging an SMS node onto the canvas here. And that will bring up my template selection pane on the right hand side. Now I've got a bunch of pre authored templates. But for the purpose of today, I'm going to select from one that I've already populated. Let's see we've got the frame of so we're looking for, let me just modify this template, we might change that to 40, gigabytes and $40. What we're doing is we're providing this offer to our list of our set of subscribers. Now, it's important to note that whilst going straight to the offer in this specific example, specifically, because of the time we have available today, we normally only really present this to a, you know subscriber after we've established that relationship with someone like Sally through, you know, some ongoing engagement to really find out what's important to her. But in this case, we're kind of jumping ahead in time we go straight to the offer, which will be presented to her via SMS. Now you'll notice that there's a bit of a call to action in this SMS we're asking or prompting her to respond, I might actually add to this as well. Alternatively, reply with top up to add on 10 gigabytes, or $10. What I'm doing there is I'm adding a bit of a cross sell into this upsell message as well. So we're providing Sally with options in this case, if that's something that she wasn't interested in, initially. So I'm going to go ahead and click Save. Now off the back of that response, we obviously want to enable our subscribers to have that bidirectional conversation. So leveraging the reply notes, I'm going to drag not one, but two replies out onto the canvas and join those up to the SMS. Now by joining those responses up to the SMS. It's telling Pendula, what this response is in context to so what is it in relation to so in this case, we have our upsell path which I will rename. And in our upsell path, we're going to have some keywords which I'm simply going to define just through typing them out, which might be Yes, yeah. Yeah, whatever the case may be sounds great. I can define as many of these keywords and responses, which is going to indicate someone's intention to upgrade to this particular offer. So I'm going to go ahead and save that. And on the other side, I'm going to define the other response that we're enabling in this particular experience. So in this case, we might have some keyword which is pop up, I might put in top, separately, separately, but once again, there really isn't any limitation to the key words and phrases that is going to associate someone's intention in this particular case. Now notice whilst I'm doing this, I'm not writing any code, or relying on any technical resources. It's simple declarative drag and drop and keyword driven configuration. Now off the back of someone responding in a certain form, and in this case, it's someone indicating that they would like to top up, they would like to upsell, I shouldn't say what we want to do is we want to introduce a little bit of conversation into this particular experience. So in certain cases, you might not want to take someone's first response as you know Their absolute intention. So in this case, I'm going to drag across one more SMS after someone's responded back. And what I'll be doing is I'll be confirming that back with that individual. So great just confirming that you'd like to upgrade to this particular plan, simply reply with confirm, and we'll go ahead and make that change automatically. So subsequently, I'll be joining that up to the reply. And then adding in one more responses to this experience. Once again, I'll join up the response note to the SMS. However, in this case, my keywords that are going to indicate someone's intention is going to be either confirmed, and I might actually let them respond with confirmed as well. Now I'm not going to apply any case sensitivity, I'm going to allow them to respond back in any form of confirm or confirmed. But really, once that's happened, and someone has indicated in this case that they would like to upsell or upgrade or move on to that next rate plan. We want to make sure that we're enabling that on that channel. So we don't want to respond back to Sally and say, Great, Sally will make that change in 24 hours, or we'll have someone call you to apply that upgrade, we want to make sure that the experience for selling is a seamless one. And that it all happens seamlessly through this particular experience that we're defining here. So because we're talking about an upsell, Sally's an existing subscriber, she has a rape plan which is currently on, we don't want to, we want to make sure I should say we want to make sure that we're not going to charge her twice. So first of all, I'm going to automate the removal of her existing rate plan. So what I'll be doing is dragging a remove rate plan note, and I'll be selecting from the product catalogue user, so my Acme mobile product catalogue. And I'll be removing her existing plan, which is that $30 unlimited plan. Now I don't need to provide a subscription location because we are working within the confines of Zuora. This is really only used when we're jumping for things like a Salesforce or a CRM into the router from the same experience. So in that case, I'm simply going to specify the contract effective date and the service activation date. As today, we're using check formulas once again to make sure that this is enacted in real time. And it's a seamless amendment for Sally subscription. I'll be joining that up and relabelling that so we can understand what that actually actually is, is doing. And then off the back of that I'll also be adding a rate plan simultaneously. So we're able to automate these actions through this experience here without having to manually make any updates from a sales person perspective within store. So once again, specifying the Acme mobile product catalogue in Zuora. And I have my $40.40 gigabyte three month rate plan there which will be applying for anyone that does want to upsell to this product, once again, date literals to make sure that this is seamless, and this does occur when the person does opt into it. And this time, I will be Whoops, I will not be specifying remove. I will be labelling that as add accordingly. Now finally, just to close out the experience, it's always best practice, especially from a conversational perspective, to come back to the customer to confirm the the action so in this case, I'm simply going to drop across an SMS to finalise this experience for Sally. And it is a final confirmation template that I have set up. So thanks, you're all set. You know, please reach out to us if you have any questions. Now we might have support flow that we might want to configure off the back of that which might recognise some specific keywords or some language of somebody indicating they'd like a call back or some assistance with something like this change. But in this case, we're going to kind of close out the conversation here. Now very quickly, just on the other side, we did and then kind of like a cross sell example here. So if anyone did reply with top up, or any variation of that, I simply want to go ahead and make that change automatically for them. Now because they're not upgrading in this case, we might want to apply that action straightaway. So in this case, I'm going to add a rate plan after someone's indicated that they would like to top up waiting for my product catalogue. Adding the specific product in this case, once again with the contract effective and activation dates and confirming that back with the customer final confirmation once again, just to provide that acknowledgement that we have actually understood what someone's attention was. Now my path is starting to look a little bit messy. So I'm going to click the line button here in the top corner. And we now have a nice, neat and easy to follow path so that when I come back to this, I can understand exactly how Sally or how a subscriber would be flowing through this experience, and what's going to occur in each day. So that's really a very quick demonstration on how you can enable these types of experiences. What I will do very, very quickly is just navigate now to a CRM, just to give you some visibility as to what it looks like from a, I guess, an audit trail perspective or an activity history perspective. So we do have many customers that use both Zuora and Salesforce. In those instances, we do sync all of the communication back to something like a Salesforce, whereby you can manage exceptions and have conversations with subscribers through a one to one interface. So this console allows me to have those one to one conversations. So how can I help, I might want to type in here, I can drop in templates, I can also view the activity as well. So for Ben, the subscriber that lives in Salesforce, I can see any conversation that I'd had with him. Regardless of whether this was an experience that I triggered from a Zuora perspective, or a Salesforce or a CRM one for that matter. We do have visibility from a service and a sales perspective for users within organisations that don't necessarily live in Zuora and may not be viewing Pendula from this perspective, which really might only be aligned to your marketing uses, your product managers, or really anyone that might be defining these particular customer journeys. Now that's really it. For the demonstration portion of this, this session, I will hand back to Alex to sort of finalise and open up to questions.
Alex Colvin 42:15
Thanks, Ben, you know, the real thing to take from what you've seen today here, and really echoing what we went through selling Acme. What Pendula presents here is not a solution. as we as we like to say, we're presenting a capability for you guys to create your own solutions. Now, these journeys that we can build here, are very focused on how we can create this conversation back and forth with our salaries and really build upon this, we can have a conversation that has question that results in a different question that results in a different question. We can use this in so many ways. What we really want you guys to take out of this today is how could you create your experience for Sally, using a tool like this or a similar tool? There have been a few questions, I am going to answer a few that haven't answered yet. I will say we'll just touch on a few that have come through so far and that have already been answered. So we had a question I getting the voice heard of Sally is something that I agree is extremely important. Great to hit up on top of this, could you add value to any interaction by understanding how Sally is using the service? And do we have any examples of this really good question. So comes back to the two sides to how you could use a tool like this. The first is yes, we can make offers, we can ask we can allow people to self serve using text or email or WhatsApp. But how do we get feedback from them? And how do we then change our reactions as a result for this? So Ben did not show this but in the reply node, there is a thing that is called any reply. And then I'm not sure you can navigate to that quickly. Any reply let enables us to collect feedback. Now, of course, when we start moving into these worlds, where we are asking people to provide free text responses, and any reply, which is feedback driven, is going to have to be in analysed by a person. But what we can do is pop someone like Sally saying, if you ever have any issues or if you have any questions, that'll be honest, or if you'd like to provide any feedback. Could you do that? And that's where any reply can be used. Now on top of that, we can also use structured feedback responses on how the service has been used to move saying this was several telecommunication providers that we have as customers today where we might ask them several prompted responses. How are you enjoying your service today? Are you having any service issues are you know, do you have enough usage for what you're using? Are you valuing the service? And based on what their responses are, we can either provide the next best actions or next best offers as a result for that. So I hope that answers that that question. If there's not, please feel free to put that into the question themselves. There was another question on how does or operate within your workflow? Really good question. Now, Zuora workflow is really a provisioning tool, right? This is trying to enable orchestration in the back end, it's really powerful capability. And I'm sure lots of you already use within your business, as our workflow has the ability to automatically trigger any potential flow. And Pendula flow can also trigger things or workflow itself, to think about our workflow tool in Zuora, as the capability that's enabling the downstream provisioning of these added products, and once they are provisioned, we can then go and confirm that back to our customer. I'll just have a few questions that we have answered in text just a couple of them off. can target filtering be done using custom fields from zero object? Absolutely. As soon as you add an ad or field, any customers or a field into Zuora will automatically see that appearing within this Pendula interface here.
Timo Zuidgeest 46:21
Alex, can you can you maybe tell us a bit more? The customers which are using the service ready right now? What are the most common use cases that they are automating right now? To set up the experience? What are the most common use cases?
Alex Colvin 46:38
Great questions, and great question. We like to separate into three core areas as the main use cases. The first one is a multi Erin was one that really touched on today, upsell, cross sell, repeat, renew. Sure, those are very familiar terms. With everyone here, you can see how those services would definitely you know, exist within a subscriber lifecycle, and be easily enabled by the tool. The second use case is what we like to call service. So this is everything from service disruptions to pausing a service to understanding Am I using? Am I getting what my usage was last month? Whatever the service we're calling inside? Do we need to have someone come up to your house to instal something? Is your washing machine, you know, due for service in three months, whatever that would be all the journeys related to that. And again, you can see how to a conversation would really cut that off. And the third one, and this was was answered by about 10 days after what about 10 days is gathering feedback and collecting information for our customer. There are three use cases. Happy to talk through any specific ones with any offline around said verticals, around media around what good subscriber experiences around SAS, businesses, energy, utilities, education, or really great examples of those three core buckets of upsell, cross sell, repeat renew service, and collecting information or feedback.
Timo Zuidgeest 48:15
Okay, thank you.
Alex Colvin 48:17
Right, no worries. Now, another example that we had here as well was, can we use an example of usage information, larger user base use case this is a perfect example of where we will find a real milestone happening in a customer's life cycle. Now fortunately, within Pendula, we also have access to the Zuora usage feed and those objects. And using our filtering, we can create greater than or less than statements. Now with that, we can create really great experiences. And what we have is with a prepaid mobile provider, and when someone reaches 90% of their allocation for their month, what we do is we trigger an upsell journey where we say, Would you like to add an extra gigabyte of data for another $10, for instance. So absolutely, we can jump on that usage information, and a really powerful way to hit those key milestones within Sally's experience and using your services. Now that I don't see any other questions, I might just pause for five, six seconds. And then when else wants to ask any other questions, if not, we can shift in depth over the team over to Eric and talk about how this can help really what the next steps are here. Yeah. If you remember what I said that shared screen back, thank you. came over
Timo Zuidgeest 49:54
to you. Yeah, thank you. So thank you, Alex. Thank you. For for The demonstration and hopefully for all the attendees it was and was full user experience at least what you gave us it was just an why our session yeah so telling that we are telling you guys yeah what we can offer you how we see the evolution of the subscription economy I think it's too short in one hour to do a deep dive and also the rule more personal deep dive. So yeah, so what we can we can offer you what we are definitely happy to offer you whenever you would like to have a more deep dive in the possibilities of creating a subscription experiences we love to set up with you and one hour workshop and that's why we can do with you and describe your experience help jack we can we can discuss with you your path we can discuss with you your challenges, what you would like to achieve and yeah, feel free to contact us on that. I think then I think we will up we will send out a follow up
Tim Beriau 51:08
Yeah, thanks everyone. Thanks Alex and Ben and Timo and thanks everyone for attending. We will be sending a follow up with the recording and with a quick overview of the subscription experience workshop and the landing page that'll give a little bit more detail as well so looking forward to following up with you all and connecting with you individually one on one
Timo Zuidgeest 51:29
Okay, well I think that case I think we're all done I think well we are six minutes early so that's good I think everybody's still busy day to day not you guys in Australia I think for you it's time to go I think what is it eight o'clock right now through an evening almost I think okay. Yeah, thank you very much Alex anything would like to say goodbye.
Alex Colvin 51:54
I'm really echoing what you saying their Timo are happy to share our experiences and how we've helped other businesses in the past team on his team without saying we've got some really good insights as to how the tool can help a variety of use cases and of course you know, anyone would like to see another demonstration more talented themselves. That is a really great leader out of that one hour subscriber experience workshop. Very large on security, some really handy handy, hit point speed or you know, toggled on or really give you a external assessment of how your experience looks like. And of course, you know, we really passionate we're doing here and we want to see your experience being one like Acme and Sally's experience. So thanks for today. Thank you for Timo as well and the team at the Subscription Factory and helping putting this all together. Again, great. Thank you very much.
Timo Zuidgeest 52:55
Thank you.
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