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©2015 Gainsight. All Rights Reserved.
Scaling Customer Communications
Julia GuyadeenCS Ops
Nikka MathurCSM
©2015 Gainsight. All Rights Reserved.
Our Approach at Gainsight
Define our engagement model
Find one-to-many opportunities
Empower our customers
Leverage Gainsight
©2015 Gainsight. All Rights Reserved.
Define Our Engagement Model
• Segment our customer base
• Each segment has a distinct journey
• One-to-many can create a better experience for all customers
©2015 Gainsight. All Rights Reserved.
Find One-to-Many Opportunities
• Which activities do CSMs do repeatedly?
• Can these be delivered in a more scalable way?
• What are we not doing?
©2015 Gainsight. All Rights Reserved.
Empower Our Customers
• Provide excellent self-help resources
• Enable customers to help each other through Community
• Maintain self-sufficiency mindset
©2015 Gainsight. All Rights Reserved.
Leverage Gainsight
• More valuable use of CSMs’ time
• More frequent touches for all customers
• Automation: Life cycle emails, templates, Calls to Action
©2015 Gainsight. All Rights Reserved.
Key Principles of a One-to-Many Program
Determine specific objectives
1
Develop a purposeful customer journey
2
Collaborate with other teams
3
Measure success, gather feedback and iterate
4
©2015 Gainsight. All Rights Reserved.
Determine Specific Objectives
Example Objectives:
• Improve NPS results
• Learn more about end users
• Drive faster onboarding
©2015 Gainsight. All Rights Reserved.
Key Principles of a One-to-Many Program
Determine specific objectives
Develop a purposeful customer journey
2
Collaborate with other teams
Measure success, gather feedback and iterate
1 3 4
©2015 Gainsight. All Rights Reserved.
Building a Purposeful Customer Journey
Purchased LaunchedKicked-
OffAdopting
1-to-1
1-to-Many
©2015 Gainsight. All Rights Reserved.
Building a Purposeful Customer Journey
Welcome to Gainsight
1-to-1
1-to-M
any
Kick-Off Meeting
Welcome Email
Gift Basket
Intro from CSM
Purchased
©2015 Gainsight. All Rights Reserved.
Building a Purposeful Customer Journey
Set up for Success
1-to-1
1-to-M
any
Strategic call with
CSM
Onboarding Workshop
Onboarding Emails
Training Webinar
Kicked-Off
©2015 Gainsight. All Rights Reserved.
Building a Purposeful Customer Journey
Drive Daily Adoption
1-to-1
1-to-M
any
Check-in with
Customer
Impl. Satisfaction
Survey
Invite to Community & Influitive
Launched
©2015 Gainsight. All Rights Reserved.
Building a Purposeful Customer Journey
Provide Continuous Value
1-to-1
1-to-M
any Best
Practice Webinars
NPS Surveys
New Release Training
EBRs Follow up to Survey
Adopting
©2015 Gainsight. All Rights Reserved.
Building a Purposeful Customer Journey 1-to-1
1-to-M
any
Kick-Off Meeting
Welcome Email
Gift Basket
Check-in with
CustomerEBRs
Intro from CSM
Onboarding Emails
Onboarding Workshop
Impl. Satisfaction
Survey
Invite to Community &
Influitive
Strategic call with
CSM
NPS Surveys
Training Webinar
New Release Training
Best Practice
Webinars
Welcome to Gainsight Set up for Success Drive Daily
AdoptionProvide
Continuous Value
Follow up to Survey
Purchased LaunchedKicked-
OffAdopting
©2015 Gainsight. All Rights Reserved.
Key Principles of a One-to-Many Program
Determine specific objectives
Develop a purposeful customer journey
Collaborate with other teams
3
Measure success, gather feedback and iterate
1 2 4
©2015 Gainsight. All Rights Reserved.
Cross-Functional Collaboration Improves the Program
One-to-Many
Program
CSMs
Marketing
Training
Product
Services
Sales
©2015 Gainsight. All Rights Reserved.
Key Principles of a One-to-Many Program
Determine specific objectives
Develop a purposeful customer journey
Collaborate with other teams
Measure success, gather feedback and iterate
41 2 3
©2015 Gainsight. All Rights Reserved.
Would be helpful to have this type of content before
Onboarding to help make key decisions
Initial Feedback
I forwarded them to my team so they could get up
to speed on Gainsight
Onboarding Emails
Being part of a cohort and learning how others are using Gainsight was
helpful
Training Webinar
©2015 Gainsight. All Rights Reserved.
Start Your Own One-to-Many Program
Determine specific objectives
Use objectives to build a customer journey
Develop relevant content and one-to-many tactics
Gather and analyze results and feedback
Iterate on your program
1
2
3
4
5
©2015 Gainsight. All Rights Reserved.
Nikka Mathur
Julia Guyadeen
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