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Customer Lifecycle CTA's

Learn about our own Customer Lifecycle CTAs from Gainsight CSMs that use them every day!

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Customer Lifecycle CTA's

  1. 1. ©2015 Gainsight. All Rights Reserved. Child-like Joy Customer Lifecycle Calls To Action (CTAs)
  2. 2. ©2015 Gainsight. All Rights Reserved. Housekeeping •  Audio / visual check – please “raise your hand” if you can see my screen and hear me •  Please post your questions in the Q&A section of the GoToWebinar widget •  If you encounter any issues during the webinar, please send a message via chat •  This webinar is being recorded and will be shared with you
  3. 3. ©2015 Gainsight. All Rights Reserved. Child-like Joy Tracy Zundel Customer Success Director Michelle Macksood Sr. Customer Success Manager
  4. 4. ©2015 Gainsight. All Rights Reserved. Goals for today’s webinar •  Overview & value of Lifecycle CTAs •  Examples of commonly leveraged Lifecycle CTAs •  Managing Lifecycle CTAs •  Best practices & key takeaways •  Interactive Q&A
  5. 5. ©2015 Gainsight. All Rights Reserved. Goals for today’s webinar •  Overview & value of Lifecycle CTAs •  Examples of commonly leveraged Lifecycle CTAs •  Managing Lifecycle CTAs •  Best practices & key takeaways •  Interactive Q&A
  6. 6. ©2015 Gainsight. All Rights Reserved. What is a Lifecycle CTA? •  CTAs are data or lifecycle alerts which can be added manually by a user or automatically based upon business rules •  CTAs can be categorized as a Risk, Opportunity, Event, or a “Custom type” Call to Action (CTA) Lifecycle CTAs Lifecycle CTAs are “Events”; they are typically time-based and scheduled events along the customer journey Non-Lifecycle CTAs Unscheduled events along the customer journey Today’s focus
  7. 7. ©2015 Gainsight. All Rights Reserved. Why Implement Lifecycle CTAs? Lifecycle CTAs… •  Help CSMs know who they need to be taking action with and when •  Help CSMs stay organized and manage workflow & customer interactions •  Help provide standardization across the team •  Help provide guides and best practices for newer CSMs •  Allow for coordination & collaboration with others at the organization •  Allow CS team to be more proactive vs. reactive with customers
  8. 8. ©2015 Gainsight. All Rights Reserved. How do you go about implementing Lifecycle CTAs? Implementing & rolling out Lifecycle CTAs Who’s Responsible Actions Strategic Business Leaders •  Define the customer journey for each of your customer segments •  Define the customer Lifecycle CTAs (“Events”) along the customer journey for each of your customer segments Strategic Business Leaders / Team Managers •  Along with end users define processes (playbooks with associated tasks) that should be associated with each Lifecycle CTA Gainsight Admin •  Build out Automated Lifecycle CTAs in Gainsight using the Rules Engine Business Leaders, Gainsight Admin, Managers •  Test Lifecycle CTAs to ensure correct accounts and CTAs are being populated after rules are written Gainsight Admin, Managers, Adoption Champions •  Use “Crawl, Walk, Run” approach when rolling out Lifecycle CTAs (only rollout ~1-2 CTAs at a time ever ~1-3 weeks •  Training session should be schedule with team explaining how team can start using Lifecycle CTAs and processes built into Gainsight •  Review team feedback around Lifecycle CTAs during team meetings or office hour sessions: listen to team ideas and incorporate feedback to ensure CTAs and associated Playbooks are optimized and the team is adopting 1 2 5 3 4
  9. 9. ©2015 Gainsight. All Rights Reserved. Goals for today’s webinar •  Overview & value of Lifecycle CTAs •  Examples of commonly leveraged Lifecycle CTAs •  Managing Lifecycle CTAs •  Best practices & key takeaways •  Interactive Q&A
  10. 10. ©2015 Gainsight. All Rights Reserved. Contract Signature Contract Expiry Proactive (Scheduled) Reactive (Unscheduled) Welcome/ Kickoff Initial User Training Low Adoption Detractor NPS Survey Health Check Exec Business Review 1:M Product Releases Ongoing Product Education Renewal Negotiation Multiple Support Tickets Increase in Usage Champion Leaves Positive NPS Survey Decline in usage Usage at 95% Calls-­‐to-­‐Ac*ons   CoPilot   Usage  Data   Integra*on   Sponsor  Tracking   Reports/Dashboards   Customer360   Health   Score   Go Live Na*ve   Surveys   CSAT/ NPS Survey Success   Snapshots   1:M Training Webinars Playbooks  &     Workflow   Renewal Preparation Example Customer Lifecycle Journey New Customer/ Onboarding Launched Adopting/ Seasoned Customer Renewal
  11. 11. ©2015 Gainsight. All Rights Reserved. Contract Signature Contract Expiry Proactive (Scheduled) Reactive (Unscheduled) Welcome /Kickoff Initial User Training Low Adoption Detractor NPS Survey Health Check 1:M Product releases Ongoing Product Education Renewal Negotiation Multiple Support Tickets Increase in Usage Champion Leaves Positive NPS Survey Decline in usage Usage at 95% Calls-­‐to-­‐Ac*ons   CoPilot   Usage  Data   Integra*on   Sponsor  Tracking   Reports/Dashboards   Customer360   Health   Score   Go Live Na*ve   Surveys   CSAT/ NPS Survey Success   Snapshots   !:M Training Webinars Playbooks  &     Workflow   Renewal Preparation Example Lifecycle CTAs along the Customer Lifecycle Journey Adopting/ Seasoned Customer Renewal New Customer/ Onboarding Exec Business Review Launched
  12. 12. ©2015 Gainsight. All Rights Reserved. In-depth look at Gainsight Lifecycle CTAs Welcome/Kickoff Initial User Training Go Live Health Check Exec Business Review Renewal -  Review contract/SOW & pre-sales data in c360 -  Schedule & conduct internal sales to customer org handoff -  Plan for and conduct customer Strategy Meeting -  Post notes & next steps to Chatter -  Build customer Success Plan and share with customer -  Reach out to PM to validate status/ progress of customer following implementation workshop -  Schedule & conduct Strategy Session check-in with customer -  Guide customer through training plan & share adoption best practices outline -  Move customer to launched & add to usage report -  Update info on SFDC: Customer Type & Personas (Roles) -  Update Features tab in c360 -  Reach out to customer and ensure end user training has happened & team is adopting -  Move customer to adopting stage -  Review c360 -  Reach out to Adoption Champion & Decision Maker to schedule Health Check call -  Conduct call including usage update and adoption best practices deck -  Post call notes & next steps to CTA Chatter feed -  Review c360 -  Reach out to Adoption Champion & Decision Maker to schedule EBR -  Build EBR deck using Success Snapshot deck to highlight ROI, goals, & project status -  Circulate presentation internally for review -  Meet with customer to present findings; validate ROI & re-affirm value -  Send summary & action items in follow-up email -  Create Success Plan, post meeting notes & next steps to CTA Chatter feed -  Review c360 -  Prepare renewal order form -  Contact Decision Maker & Contact Signer to confirm renewal objectives & process -  Confirm intent to renew and update opportunity stage -  Send renewal order form via Echosign -  Close SFDC opportunity; upload quote & signed order form to Box -  Chatter any notes from renewal process CTA Associated Playbook/ Tasks
  13. 13. ©2015 Gainsight. All Rights Reserved. Goals for today’s webinar •  Overview & value of Lifecycle CTAs •  Examples of commonly leveraged Lifecycle CTAs •  Managing Lifecycle CTAs •  Best practices & key takeaways •  Interactive Q&A
  14. 14. ©2015 Gainsight. All Rights Reserved. Where will you find Lifecycle CTAs? Lifecycle CTAs will appear in your Gainsight Cockpit, generally as an “Event” CSMs can filter by •  Type = Event •  Priority = High And/or Sort by Due Date
  15. 15. ©2015 Gainsight. All Rights Reserved. Where will you find Lifecycle CTAs? CSMs can also manage their CTAs through the Cockpit Calendar View https://support.gainsight.com/hc/en-us/articles/207338487-How-a-Gainsight-CSM-Uses- Cockpit-9-min-video- How Gainsight CSM Uses Cockpit:
  16. 16. ©2015 Gainsight. All Rights Reserved. Automated Lifecycle CTAs Automated CTAs are created using the Gainsight Rules Engine •  Lifecycle CTAs can be based on customer segments or tiers, as well as your CS management team model o  Examples: Ø  You have 3 different tiers with 3 distinct customer journeys, so CTAs must be tailored accordingly Ø  You have 4 different people responsible for the lifecycle touches, such as implementation, CSM, Technical Account Manager, Renewal Rep, so CTAs go to each responsible owner Ø  You have 1 CSM that handles the entire lifecycle - onboarding through to renewal – so all CTAs go to them
  17. 17. ©2015 Gainsight. All Rights Reserved. Managing Lifecycle CTAs Options for greatest efficiency and momentum: •  Example: Auto-fire desired lifecycle CTAs starting with touches occurring every 30 - 60 days (i.e. health checks, health check follow-up, QBR, etc...) Ø  If CSM completes the CTA touch point with "closed-complete", the next lifecycle CTA will fire so there's always an open CTA with the next planned part of the journey showing o  Bonus: If the customer contacts them, they can resolve the current issue and potentially handle the next milestone in the journey all at once! Ø  If CSM reaches out to the customer for the touch point but doesn't get a reply or is unable to complete the touch point, the CTA is automatically closed with "closed-incomplete" status after X number of days o  Then the next lifecycle CTA will fire so they stay on track with the planned journey
  18. 18. ©2015 Gainsight. All Rights Reserved. Manual Lifecycle CTAs Routine processes or individual practices can often be replaced by creating Manual CTAs in Gainsight for greater efficiency and increased visibility Add CTA
  19. 19. ©2015 Gainsight. All Rights Reserved. Manual Lifecycle CTAs Tip: Create a recurring CTA against an internal Account if an action needs to be taken across all customers on a regular basis
  20. 20. ©2015 Gainsight. All Rights Reserved. Managing Lifecycle CTAs Tip: Great source of information on recent Lifecycle Events when transferring accounts from one CSM to another View closed CTAs in your Customer 360 for a quick view of recent activity
  21. 21. ©2015 Gainsight. All Rights Reserved. Managing Lifecycle CTAs Use Lifecycle CTAs to track activity, take notes and keep a comprehensive historical log on the account •  The CTA Comments Section is used to note information on a specific CTA •  CTA Chatter allows you to Share notes on the progress and outcome of an Action or Task Gainsight CSMs use Comments to collaborate with others on important upcoming Lifecycle Events Chatter is used extensively to record information on customer activity
  22. 22. ©2015 Gainsight. All Rights Reserved. Managing Lifecycle CTAs Spotlight: Innovative Use Case •  Create Lifecycle CTA for all customers signed up for event, such as an annual user conference Ø  Playbook includes single task for individuals such as Sales Rep, Marketing Rep, and CSM for every customer attending •  Task is goal for that particular customer during the conference, for example •  Sales Rep - VIP dinner •  Marketing - Enterprise tier customer breakfast •  CSM – Introduce to another customer •  Each add notes on plans, progress •  Provides visibility to what is going on with that particular customer, across the board •  Using Gainsight mobile allows convenient access on the move!
  23. 23. ©2015 Gainsight. All Rights Reserved. Managing Lifecycle CTAs - Milestones Lifecycle CTAs can be marked as important Milestones for the customer in Gainsight and used to assess impact in the Customer 360 Kick-Off Training EBR Product Release Renewal Stage Change
  24. 24. ©2015 Gainsight. All Rights Reserved. Managing Lifecycle CTAs - Milestones CTA Milestones can be •  Designated manually by the CSM in Cockpit •  Built into the lifecycle CTA rule and automatically triggered when it’s closed* Milestone https://support.gainsight.com/hc/en-us/articles/213120527--NEW-Tutorial-Creating-Milestones-via-the-Rules-Engine * New Gainsight Tutorial: Creating Milestones via the Rules Engine:
  25. 25. ©2015 Gainsight. All Rights Reserved. Managing Lifecycle CTAs - Milestones You can also track Milestones in reports created Gainsight's Report Builder
  26. 26. ©2015 Gainsight. All Rights Reserved. Goals for today’s webinar •  Overview & value of Lifecycle CTAs •  Examples of commonly leveraged Lifecycle CTAs •  Managing Lifecycle CTAs •  Best practices & key takeaways •  Interactive Q&A
  27. 27. ©2015 Gainsight. All Rights Reserved. First: Map out your Customer Journey Define Customer Stages •  Depending on where a customer is in their lifecycle with your organization, their needs will differ •  Outlining clear customer stages allows you to get smarter about how you engage with customers at these different points •  Example Stages: New Customer, Implementation, Adopting, Established, Expert Identify Touchpoints •  Scheduled: Key engagements you plan for to usher customers through their journey – Lifecycle CTAs •  Unscheduled: Touch points you’ve not planned; driven based on key customer signals you react to Consider Best Practices •  Think about how your team should engage with customers at each key touch point (scheduled or unscheduled) •  Create different CTAs for tiers or segments, when appropriate •  Utilize Playbooks with Tasks outlining steps to address each scenario
  28. 28. ©2015 Gainsight. All Rights Reserved. Best Practices & Key Takeaways •  Follow “5 step guide” on implementing and rolling out Lifecycle CTAs •  Remember “Crawl, Walk, Run” Ø  Gradually roll out new CTAs to facilitate change management Ø  Focus on high value CTAs: §  Which will most help your CSMs manage their workflow? •  Implement a closed loop feedback process Ø  Allow CSMs continual input into CTAs to drive ownership and participation Ø  Use Playbooks as simple checklist with rule-of-thumb best practices and a great training tool for new hires •  Clearly communicate change – no surprises!
  29. 29. ©2015 Gainsight. All Rights Reserved. Best Practices & Key Takeaways Use Lifecycle CTAs as your Customer GPS
  30. 30. ©2015 Gainsight. All Rights Reserved. Ongoing Adoption Management Hold “Office Hours” •  Encourage team members to ask questions, share feedback •  Highlight applicable new product feature and use cases •  Talk about what Gainsight can replace (i.e. customer activity checklists, account plans) Create a Gainsight Chatter Group •  Encourage CSMs to post queries and suggestions •  Designate group champions Give a small prize or incentive for best stories, ideas or questions Proactively Gather Feedback •  Hold feedback sessions - identify core group and/or rotate participants •  Solicit input on what’s working, what’s not working and why •  Circulate internal survey to gather for ideas Make Power Users your Adoption Champions •  Have star CSMs showcase how they use Gainsight and relate success stories and suggestions •  Recognize top contributors with a monthly award or reward •  Cultivate additional Adoption Champions within your team! Establish usage goals •  Identify objectives across team and for individuals •  Recognize/ reward those that achieve or exceed goals •  Encourage people to team up and share tips and ideas
  31. 31. ©2015 Gainsight. All Rights Reserved. Ongoing Adoption Management Continue to gather feedback, refine processes •  Regularly check in with team members to get input on current and new processes, CTAs and Playbooks •  Document and share the positive feedback, issues and resolution plans with entire team •  Use Gainsight resources: Community and Support Portal •  Schedule time with your Gainsight CSM to discuss ideas and best practices
  32. 32. ©2015 Gainsight. All Rights Reserved. Goals for today’s webinar •  Overview & value of Lifecycle CTAs •  Examples of commonly leveraged Lifecycle CTAs •  Managing Lifecycle CTAs •  Best practices & key takeaways •  Interactive Q&A
  33. 33. ©2015 Gainsight. All Rights Reserved. QUESTIONS?

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Learn about our own Customer Lifecycle CTAs from Gainsight CSMs that use them every day!

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