Stay in the latest updates. Get the latest tips and advice delivered straight to your inbox. Email Guy Nirpaz | February 9, 2012 | How Dropbox Increases Their Customer Engagement Rate Today I’ve interviewed Steve Bartel, Head of Analytics Team at Dropbox. Dropbox no-touch sales model is a very good example to emphasize how important it is to increase customer value using different types of user approach activities (nurturing campaigns, application, etc.) Those activities, if done correctly, would naturally increase customer engagement rate and are easy to perform when thinking of the customer’s life-cycle stage at any given time. The most efficient way to conduct those activities is by performing them based on the customer life-cycle stage, rather than time based (as many companies still do) as the first approach refers directly to the user’s life-cycle stage in the application while the later assumes where they’d be at this time statistically. If we refer to our users knowing their current stage in our application (instead of assuming that), we increase the chance users will be mature enough and be able to address our call and implement our suggestions. See the complete interview with Steve to find out which other activities Dropbox is using to increase their customer engagement: To read the full transcription of the video, click here Video Transcription: My name is Steven Bartel. I am responsible for the analytics team at Dropbox. And Dropbox is just a way to have your files wherever you you are, it also makes it really easy to share them. So dropbox does a lot of different things to increase user engagement. We use some of the more standard techniques. For example, we’ll have tip e-mails, so early on in your Dropbox life, you’ll get an e-mail, saying “Hey, you haven’t tried out this feature. It might be useful for you.” We also do things around promoting our different features on our website. For example, in the top left corner when you’re browsing your files online you might see something that prompts you to share a folder with a friend, and maybe your photos. Lastly some of our features our viral and they help help our users promote user engagement across each other. For example, we have shared folders, so when I put something into a shared folder, I’ll invite my friend to it. And, you know, they’ll start using DropBox again. We have a sales team. And what they’re looking into is how to sell DropBox for businesses. The consumer product is entirely driven word of mouth and automated through our website. But we find that it’s, you know, very useful to have people to help explain the use case of DropBox for businesses. It might be, you know, if that’s a thing that will put more into this product, and we have a bunch of tools around, sourcing those leads, and figuring out who exactly might be the best fit for our sales team. Popular Posts A day in the life of a Customer Success Manager: What do they do? 15,902 views The difference between Customer Success Managers and Account Managers 12,963 views Your 90 day plan as a new VP of Customer Success 5,518 views Guy Nirpaz Guy Nirpaz is a Silicon Valley-based Israeli entrepreneur and CEO of Totango, a Customer Success software platform. A pioneer in the Customer Success field, Guy established the Customer Success Summit and is a well-regarded industry speaker and community contributor. Guy loves people and technology and has dedicated his career to improving the way in which business is done through innovation. Fun Facts: Guy moonlights as the lead guitarist in a rock band based out of his garage in Palo Alto and used to command a tank battalion...as well as having grown oranges. Pingback: How Zendesk and CloudBees Increase their User Engagement() Barravian Is there somewhere we can view the interview? Barravian Is there somewhere we can view the interview? You might also like You might also likeWho’s in customer success?Growth Hacking with User BehaviorCustomer Success – The Farming Paradigm (With Gifs!) BACK TO BLOG | NEXT ARTICLE Let's stay in touch! We’re passionate about customer success. Sign up to get the latest in thought leadership and to follow our adventures.