Key concepts
The goal of Zengain is to provide the revenue team with easy-to-understand and learn insights, mostly oriented towards visual elements, so that there is minimal learning and the platform is intuitive from day one.
In that regard, we have made the UI as clean, simple, and easy to understand as possible. The focus is on common ideas, such as light traffic lights to show engagement levels or clear "live" icons showing users in the app at that time—things anyone should be able to understand easily.
Traffic lights
The idea of green, amber, and red is used extensively to show ideas like engagement levels, and to easily understand and see those that are highly engaged (green) or not (red). The colors are also matched to icons to show the direction of travel and mini charts and graphs, all allowing for at-a-glance insights without training.
Revenue $$$
The experience focuses on driving revenues, so each module has associated revenues. You can filter opportunities by size or see in each dashboard what each client could be worth in new business, upsell, etc.
Set Opportunity (manual)
The sales team can quickly add their best guess to the value of each client, in each module, so for a trial phase, what plan are they likely to sign up for, etc. This is independent of CRM and ideal for simple and easy filtering of opportunities and general basic reporting vs the more detailed work done in the CRM - it's all about focus and where to put effort to maximise revenues.
Restart trials (CRM button)
When Zengain is attached to an entitlement management system like Zentitle2, this functionality allows the sales team to respond to customer needs automatically, easily extend trials, etc.
Set Owner (manual)
Zengain easily allows for sales team flows and hand-offs. Each customer record can have up to three owners: sales, CS, and support. These can be easily set within Zengain and changed as required over time. This allows for easily filtering "your accounts" in the dashboard views.
SaaS Integration
Each client is provided with a JS snippet to implement in their code so that we can begin tracking usage in the application they are monitoring as part of the engine.
In addition, you can track customer-product entitlements in Zengain so that I understand the customer's lifecycle stage and other critical information about their contractual status.
The software engineer can code entitlement creation and changes in a way that sends that information to either NGP or Zengain.
As an additional step, the engineer can update the customer’s product entitlement, product edition, plan type, entitlement start date, and entitlement end date.
Page views vs custom events
In Zengain, we capture all relevant page views, with the option to decorate your code with customer events.
So, we track two types of events.:
There are page views. Which part of your system and application did they view? For example, if they entered a support page, that would be the page view.
Custom actions are for anything that you want to track additionally. For example, click on a specific button that indicates something important. In addition to a page view above, if you really want to know if they sent a support request, you have to track that action as a custom event of "support request sent". So, a click on the support button.
Subscription types
It's important for Zengain to understand your paradigm for subscriptions—the key ones are trial and paid. We need you to map your own internal naming to either of those. For example, if you offer POCs or evaluations, these would be mapped to "trials," and anything that's not a trial would be a "paid" category.
KPMs - Key Events selection
The basic version of Zengain uses event data from your application to rank and provide engagement scores for your end users, aggregated up to a "company" (account level).
“Ideal User Profile” (IUP): As defined by the client, it’s how a successful user of a given product will use the product based on the frequency of five Key Product Milestones (KPM’s).
Admins define an “Ideal User Profile” by selecting five events called “Key Product Milestones” (KPM’s) from our events database for a given product.
“Key Product Milestone” (KPM): An event that a user has selected to properly profile a successful user of the product. For instance, the Miro admin might say the five events are: log in, create board, share board, and leave a comment.
Zengain Insights Engine
Communication to Sales or Customer Success people from Zengain with relevant information that impacts their customer satisfaction and revenue.
Principles
Focus on Customers and the type of signal (from traffic lights)
Information should be insightful and time-relevant. We care about providing valuable information to Sales via various channels, such as email, Slack, and their CRM.
Do not repeat information that Sales knows already.
Focus on what is new and actionable.
Engagement Level
We calculate the Engagement Level on the fly for each user separately. We take the average of the User/Subscription Daily Score for the given period (or simple score for daily). Then, we compare it to the latest Daily Score Stats (percentiles) for the given product.
Customer health score
The customer health panel shows weekly or monthly engagement data in an at-a-glance chart with engagement colors and scale. The chart also shows a small trend arrow and a drop-down date selector for weekly or monthly engagement.
Engagement Level Colors
P0 (0%)
None
Grey
P20 (<20%)
Very Low
Red
P40 (<40%)
Low
Orange
P60 (<60%)
Medium
Yellow
P90 (<90%)
High
Blue
P100 (>=90%)
Very High
Green
Product Daily Score Stats
This is calculated as percentiles. The data source is all User Daily Scores for product subscriptions from the beginning until now.
User Daily Score
Each subscription user’s daily score is calculated for the day after midnight (UTC).
It is calculated as the sum of all events logged for the given user on the subscription. If the event is a Key event, it has a multiplication factor of 4. This multiplication is taken into account for each Daily Score. If the Key event definitions change, we don't recalculate historical data.
Subscription Daily Score
The subscription daily score is an average of all User Daily Scores in the subscription. Users who have never been active are omitted. Users with zero activity (after they became active in the system) are included as 0.
Daily Engagement Level
Evaluate the Daily score for the user against the daily Product percentile.
Weekly Engagement Level
Evaluate the Weekly score (Average of all daily scores within the 1 week) for the user against the weekly Product percentile (average of all daily Product percentiles).
Monthly Engagement Level
Evaluate the Monthly score (Average of all daily scores within the 1 month) for the user against the Monthly Product percentile (average of all daily Product percentiles).
Potentially misleading results
Especially with the first-ever user of a product at the beginning of usage, the percentages might vary significantly from day to day. This can result in seeing different Engagement Levels for a certain period (day in particular) when looking at it on another day. This will stabilize over time as the Product Daily Scores become more stable.
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