Bluenose: Customer Success Management for a Post-Sale, On-Demand, Attention Economy(Part 2)

Welcome back to part two of my vendor profile on Bluenose. Bluenose Analytics offers a customer success platform that allows SaaS businesses to manage customers with complete visibility, a robust early warning system, and built-in playbooks.

Product/Solution Footprint

Competitive Positioning

Bluenose specializes in providing SaaS businesses a customer success platform to manage their customers with all-encompassing visibility through a comprehensive early warning system, intelligent marketing campaigns built to instill loyalty, and integrated playbooks (see Figure 2). Bluenose helps companies spot opportunities to deepen engagement with customers and maximize revenue through renewals and upsells. The CSM software offers a customizable and comprehensive customer health analytics system that can:

  • Highlight users that need more product training
  • Identify the most engaged users
  • Get warnings when an account is a churn risk
  • Determine which customers are falling behind in onboarding
  • Know if executive champions are no longer engaging with others
  • Suggest accounts that are ready for an upgrade

Figure 2. Overview of Bluenose’s Customer Success Management System

bluenose

Source: Bluenose

The core of Bluenose is the analytics engine. Data on customer engagement, purchases, system usage, customer demographics, and customer sentiment in the form of Net Promoter Scores (NPS) and surveys all feed into the Bluenose engine. The result of the analysis is the ability to proactively manage accounts and end user campaigns. The key capabilities of Bluenose’s account management system include:

  • 360-degree view of the customer account
  • Early warning system
  • Playbooks
  • Account-based reports

The key capabilities of Bluenose’s end user campaigns system include:

  • Marketing campaigns
  • User-based reports
  • 360-degree user view
  • Actionable queries

The 360-degree view provides Bluenose’s customers with access to every touch point across their business. The early warning system allows Bluenose’s customers to go from being reactive to proactive in detecting issues and heading them off before they become problems. Bluenose’s playbooks allow customers to establish consistent and structured customer success processes to make sure all customers are receiving top-tier customer success management. Bluenose has a customer success community where clients (members) can share and connect with other customer success professionals.

  • Constellation’s Analysis of the Competitive Positioning: Early adopters of customer success management didn’t have a cloud platform that provided instant data like the CSM systems that are available today. CSM platforms now provide the capabilities and graphical representation of data in such a useful way that it is imperative that serious businesses adopt customer success management as a top priority. Bluenose’s analytics engine brings customer relationship management (CRM), service desk, marketing, usage data and financial systems into a single centralized view, providing a company with a data stream on its customers. With this data, Bluenose provides its clients with an accurate measurement of the stability of each customer and whether the customer is in jeopardy of churn or is ready to expand its capabilities. Customer scoring is accurate since it draws from structured data sources like CRM and billing systems and unstructured insights, like the intelligence of account managers. This technology system has many of the attributes a company would need to do great customer success management. However, Bluenose would benefit from developing relationships with integration partners and resellers.
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