Welcome!

@CloudExpo Authors: Liz McMillan, Matt Brickey, Elizabeth White, Christoph Schell, Rene Buest

Related Topics: @CloudExpo, CRM

@CloudExpo: Blog Post

When CRM Is Not Enough By @Xeniar | @CloudExpo #Cloud

Interview with Bluenose CEO Don MacLennan

Bluenose empowers SaaS businesses to proactively manage and engage their customers through our insight-driven toolkit and built-in play books.  We rely on big data analytics and trended analyses to forecast where a customer relationship is going.

Thanks for taking the time to answer my questions. Please tell us, what is BlueNose all about and what do you do?

Don MacLennan: Bluenose empowers SaaS businesses to proactively manage and engage their customers through our insight-driven toolkit and built-in play books. We rely on big data analytics and trended analyses to forecast where a customer relationship is going.

Tell me more about Customer Success Software.

MacLennan: Customer Success is an emerging mindset and business imperative that is adopted by SaaS companies focused on driving overall adoption and retention. At its core, customer success software is about providing a complete view of customer data that helps companies proactively manage their customers through insights and action.

What is the differentiator between CRM and Customer Success Software?

MacLennan: Historically, CRM software was designed to enable customer acquisition. So, the data it was designed to house was about prospective customers. In order to understand a current customer relationship, you need a collection of data not ordinarily found in a CRM: usage/utilization data, survey responses, support tickets, billing information, recent communications, etc. Customer Success software is built on a "Customer 360" that includes everything you can know about your current customers.

Who is your target audience and how do you intend to reach them?

MacLennan: Our focus is on small to large-sized B2B companies that provide SaaS or subscription-based solutions. We reach them through several channels from direct outbound marketing to content assets that drive leading best practices for the Customer Success industry.

What market trends do you see in customer care and customer success?

MacLennan: With the rise of the Subscription Economy - business models built on recurring revenue - the financial imperative to retain and grow customers is greater than ever. This requires deeper insights about customers and a more proactive way to engage them across channels, including account management, contact centers, email and even in-application.

What is the viral aspect of your product?

MacLennan: The role of customer success is highly collaborative, both with colleagues and customers. So, we see our application being adopted by lots of peers that work with customer success teams to resolve customer issues.

How will you make money? What's the business model?

MacLennan: We sell an application suite on an annual subscription basis.

Who are your competitors?

MacLennan: We see Gainsight, Totango and Preact most often. Some companies try to customize Salesforce.com or build an internal datawarehouse, but generally conclude they can't meet the capabilities of packaged apps like ours.

How do you differentiate from your competitors?

MacLennan: What sets Bluenose apart is that we offer our clients the tools and resources to manage a wide range of customers. Typically, a SaaS vendor will have tiers of customers, and you can't service all tiers in the same way. In some cases you're managing large accounts and in others you're nurturing a single user to success. Our clients trust us to offer the right solution so their teams can proactively manage their diverse customer base.

How does your technology differentiate from the competition and can you elaborate on the different technology deployed?

MacLennan: We chose Big Data technologies that would enable us house the data that can describe every user of a SaaS app or website in detail. Even to the point of their daily use and feature mix. This kind of fine-grained data can be a large data set, and Big Data technologies are critical for that.

What business or technology could yours disrupt?

MacLennan: Traditional Sales CRM applications are perceived as the best place to manage existing customers. But in reality, they are designed to manage prospective customers along the acquisition journey. And the data required to understand a customer doesn't live there. A new type of CRM is needed. Once customers see the power of a Customer 360, they also start thinking about how to use multiple channels of engagement together, including email and in-application.

Who founded the company, when? What can you tell me about the story of the company's founding?

MacLennan: We founded the company in late 2012. My co-founder and I had many shared experiences where we couldn't access critical information about our customers and how they used our products and services. The data was "locked in a vault", if it existed at all. Our vision was to unlock the value of customer data by putting it in the hands of people who work with customers everyday.

What is your distribution model? Where to buy your product?

MacLennan: We sell entry-level offerings online, such as our new product called Pulse by Bluenose, designed to collect in-app NPS surveys. Higher editions of our product are sold by a sales team.

What's next on your product roadmap?

MacLennan: We just launched Pulse, an In-App NPS® survey tool to power customer success. The tool will allow SaaS companies to easily and effectively identify their customer advocates while also helping them collect valuable feedback from their customers.

Are you VC funded?

MacLennan: We've raised multiple rounds of financing from top-tier VC's. Our investor partners believe in our vision. They know that this is an early market that will require persistence and patience, and they share our sense of the huge opportunity ahead.

What else would you like to add?

MacLennan: I'm thankful for the support in getting Bluenose off the ground, from investors, family, employees and customers. Three years on, and it only feels like a beginning. I suppose this reflects the magnitude of the challenge we're trying to solve.

Thank you for your time.

For more information, please visit http://pulse.bluenose.com/ or follow the company on Twitter at https://twitter.com/BluenoseInc

More Stories By Xenia von Wedel

Xenia von Wedel is a Tech blogger and Enterprise Media Consultant in Mountain View, serving clients in a variety of industries worldwide. She is focused on thought leadership content creation and syndication, media outreach and strategy. She mainly writes about Enterprise, B2B solutions, social media and open source software, but throws the occasional oddball into the mix. Buy her a coffee if you like her article: http://xeniar.tip.me

@CloudExpo Stories
Kubernetes is an open source system for automating deployment, scaling, and management of containerized applications. Kubernetes was originally built by Google, leveraging years of experience with managing container workloads, and is now a Cloud Native Compute Foundation (CNCF) project. Kubernetes has been widely adopted by the community, supported on all major public and private cloud providers, and is gaining rapid adoption in enterprises. However, Kubernetes may seem intimidating and complex ...
"Outscale was founded in 2010, is based in France, is a strategic partner to Dassault Systémes and has done quite a bit of work with divisions of Dassault," explained Jackie Funk, Digital Marketing exec at Outscale, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
"We focus on SAP workloads because they are among the most powerful but somewhat challenging workloads out there to take into public cloud," explained Swen Conrad, CEO of Ocean9, Inc., in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
"I think DevOps is now a rambunctious teenager – it’s starting to get a mind of its own, wanting to get its own things but it still needs some adult supervision," explained Thomas Hooker, VP of marketing at CollabNet, in this SYS-CON.tv interview at DevOps Summit at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
"We are still a relatively small software house and we are focusing on certain industries like FinTech, med tech, energy and utilities. We help our customers with their digital transformation," noted Piotr Stawinski, Founder and CEO of EARP Integration, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
"We've been engaging with a lot of customers including Panasonic, we've been involved with Cisco and now we're working with the U.S. government - the Department of Homeland Security," explained Peter Jung, Chief Product Officer at Pulzze Systems, in this SYS-CON.tv interview at @ThingsExpo, held June 6-8, 2017, at the Javits Center in New York City, NY.
"We're here to tell the world about our cloud-scale infrastructure that we have at Juniper combined with the world-class security that we put into the cloud," explained Lisa Guess, VP of Systems Engineering at Juniper Networks, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
"With Digital Experience Monitoring what used to be a simple visit to a web page has exploded into app on phones, data from social media feeds, competitive benchmarking - these are all components that are only available because of some type of digital asset," explained Leo Vasiliou, Director of Web Performance Engineering at Catchpoint Systems, in this SYS-CON.tv interview at DevOps Summit at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
Your homes and cars can be automated and self-serviced. Why can't your storage? From simply asking questions to analyze and troubleshoot your infrastructure, to provisioning storage with snapshots, recovery and replication, your wildest sci-fi dream has come true. In his session at @DevOpsSummit at 20th Cloud Expo, Dan Florea, Director of Product Management at Tintri, provided a ChatOps demo where you can talk to your storage and manage it from anywhere, through Slack and similar services with...
As enterprise cloud becomes the norm, businesses and government programs must address compounded regulatory compliance related to data privacy and information protection. The most recent, Controlled Unclassified Information and the EU’s GDPR have board level implications and companies still struggle with demonstrating due diligence. Developers and DevOps leaders, as part of the pre-planning process and the associated supply chain, could benefit from updating their code libraries and design by in...
"Peak 10 is a hybrid infrastructure provider across the nation. We are in the thick of things when it comes to hybrid IT," explained Michael Fuhrman, Chief Technology Officer at Peak 10, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
SYS-CON Events announced today that Calligo, an innovative cloud service provider offering mid-sized companies the highest levels of data privacy and security, has been named "Bronze Sponsor" of SYS-CON's 21st International Cloud Expo ®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Calligo offers unparalleled application performance guarantees, commercial flexibility and a personalised support service from its globally located cloud plat...
"We are an IT services solution provider and we sell software to support those solutions. Our focus and key areas are around security, enterprise monitoring, and continuous delivery optimization," noted John Balsavage, President of A&I Solutions, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
"We were founded in 2003 and the way we were founded was about good backup and good disaster recovery for our clients, and for the last 20 years we've been pretty consistent with that," noted Marc Malafronte, Territory Manager at StorageCraft, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
There is a huge demand for responsive, real-time mobile and web experiences, but current architectural patterns do not easily accommodate applications that respond to events in real time. Common solutions using message queues or HTTP long-polling quickly lead to resiliency, scalability and development velocity challenges. In his session at 21st Cloud Expo, Ryland Degnan, a Senior Software Engineer on the Netflix Edge Platform team, will discuss how by leveraging a reactive stream-based protocol,...
"We are focused on SAP running in the clouds, to make this super easy because we believe in the tremendous value of those powerful worlds - SAP and the cloud," explained Frank Stienhans, CTO of Ocean9, Inc., in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
"DivvyCloud as a company set out to help customers automate solutions to the most common cloud problems," noted Jeremy Snyder, VP of Business Development at DivvyCloud, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
DevOps at Cloud Expo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 21st Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to w...
"As we've gone out into the public cloud we've seen that over time we may have lost a few things - we've lost control, we've given up cost to a certain extent, and then security, flexibility," explained Steve Conner, VP of Sales at Cloudistics,in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
Internet of @ThingsExpo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 21st Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devic...