When Customer Success has a limited scope at a company, it likewise limits the scope of the outcomes that company can consistently deliver. If the Customer Success begins after onboarding and ends before renewal, what sort of effect can your CSM efforts have on customer outcomes? It's absolutely critical that your success planning strategy encompass the whole lifecycle—end-to-end. And that's just for starters. In this session, you'll learn best-practices methods for understanding customer goals, defining them in concrete terms, and building a scalable strategy to deliver on them.

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8
Melanie Brittingham
Customer Success Manager
How to Build an End-to-End Process
for Defining and Delivering Outcomes
Chris Eastman
Sr. Staff Customer Success
Manager

2. © Copyright 2017, Gainsight, Inc., All rights reserved
Success Planning
Capture client objectives and track progress
as you help your customers achieve them
Solution:
• Capture customer objectives in pre-
sales processes and hand-off to
services and success
• Deliver on objectives throughout
customer journey and review progress
at quarterly business reviews
• Scale process with success plans and
automated PowerPoint exports
• Monitor progress towards goal
attainment by tracking completion of
customer objectives
KPI: Retention, Expansion
Current Challenge:
We do a poor job of capturing our
customers desired outcomes and
prescriptively delivering value
Required: Outcomes
Suggested Add-ons:
Sharing
Sp
11
Success
Planning

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CUSTOMER SUCCESS IMPACT & RESULTS
33%
REDUCTION
Red Accounts
10%
IMPROVEMENT
Customer Satisfaction
20%
IMPROVEMENT
Account $ Retention

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8
Onboarding Services:
Benchmark & monitor account
health, define governance &
outcomes
Adoption Enablement Services:
Develop strategies to promote
effective use of solution
Outcomes Delivery Services:
Track/measure results and drive
business value realization
1 2 3
CUSTOMER SUCCESS FOCUS & METHODOLOGY
Outcomes
AttainmentAdoption
Customer
Satisfaction

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CUSTOMER SUCCESS AND THE CUSTOMER LIFECYCLE
ONBOARDING ADOPTION ENABLEMENT OUTCOME REALIZATION
$ Expansion
Opportunity
$ Expansion
Opportunity
$ Expansion
Opportunity

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PRESCRIPTIVE EXECUTION, SUPPORTED BY TECHNOLOGY
Prescriptive approaches, aligned to the
customer lifecycle
INSIGHTS & REPORTS
Visibility into account health and
risks
OBJECTIVES & CTAsSUCCESS PLANS & PLAYBOOKS
Execution management and tracking
Automated in Gainsight Customer Success Platform

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SEGMENTATION DEFINES WHICH SUCCESS PLANS TO USE
Insights & reports inform account segmentation

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Retention Plan Adoption Plan Expansion Plan
Success Plan
Types
Risk Registry
Preparation
Performance
Renewal
New
Advocacy
Playbooks
Commercial, Product, Project, Support,
Adoption
Governance, Outcomes,
Communications, Training, Utilization
Service Renewal, Software Renewal
Software Expansion, Software
Migration
Success Story
Scenario
For all High, Medium and Low value
customers to execute
retention/remediation activities.
For High and Medium value customers
with a paid engagement to define and
deliver against adoption goals.
Executing these activities with
unpaid/contracted engagements
requires approval.
For all High, Medium and Low value
customers to execute renewal,
expansion, or advocacy opportunities.
When
Define key steps to mitigating
commercial, project, product, support,
or adoption health concerns- leverage
when account health is at risk.
Define key steps to mitigating adoption
and outcomes concerns- leverage when
Assessing/Tracking Performance
Define key steps to renewing existing
subscriptions, identifying new
opportunities for growth, or success
stories- leverage when account health
is healthy
SUCCESS PLANS DEFINE WHICH PLAYBOOKS TO USE
Retention, adoption and expansion plans prescribe standard operating procedures

9. Customer Success Story Video: Link here

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ACCOUNT HEALTH REMEDIATION1
Methodically resolved risks to convert account health from red to green in <6 mo.

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GOVERNANCE ALIGNMENT1
Established effective communication cadence and escalation pathways

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Increase Production Efficiency by 5% YOY
Decrease
Equipment
Downtime
Improve Operator
Productivity
Improve Site
Performance
Losses
Improve Yield /
Reduce
Waste & Rework
ObjectivesTasks
Improve Visibility to
Downtime Data
Collect Data
Automatically from
Legacy Equipment
Improve Predictive
Maintenance
Capability
Train Operators on
How to Leverage
Productivity Solutions
Train Operators on
How to Leverage
Productivity Solutions
Train Management on
How to Leverage
Productivity Solutions
Reduce Amount of
Manual Entry /
Improve Automation
Improve Overall
Awareness Across
Teams and Functions
Increase visibility to
clean-in-place
Create Standardized
Work Processes
Improve Process
Control
Reduce Material
Shortages
Improve Processes to
Setup Equipment
Properly
Improve Raw Material
Variability
Reduce Losses in
Changeover
Improve Process
Control
Reduce Material,
Personnel, Machine
Variability
Improve Visibility to
Process
OUTCOMES VALIDATION1
Defined SMART goals for future software implementations/POCs

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GE Digital has simplified approach to Adoption Readiness Assessment Surveys:
PowerPoint → Operationalizing in Gainsight
ADOPTION READINESS ASSESSMENT2
Helped account to understand adoption readiness compared to software
implementation best practices
Activated Survey via Gainsight CTA Emailed survey to account Facilitated survey completion &
receive scorecard as Gainsight CTAs

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ADOPTION ENABLEMENT PLANNING2
Developing strategies to enable user adoption and business process implementation

15. ©2018 Gainsight. All Rights Reserved.©2018 Gainsight. All Rights Reserved.
ADOPTION EXECUTION2
Tracking completion of enablement strategies to improve adoption performance

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OUTCOME TRACKING3
Baselining and goal setting for key performance indicators

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OUTCOME ATTAINMENT & VALUE REALIZATION3
Tracking improvement of key performance indicators via governance reviews

18. CASE STUDY RESULTS
ACTIONS RECAP
 Remediated risks and converted account from
Red to green across 5 key health measurements
in <6 months
 Established SMART goals, governance & ROI
tracking mechanism
• Defining adoption strategies to enable focused
POC deployment, supported by people & process
• Measuring results to deliver outcomes!
IMPACT & RESULTS
 Upgraded support contract to highest level (ARR
increase = $200K)
• Adding new products to subscription (ARR
increase = $300K)
• Extending terms of subscription by 3 years
($5.1M incremental revenue)

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MONETIZING CUSTOMER SUCCESS
Our process became the model for our tiered service offering – Acceleration Plans
Customer
Satisfaction

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CUSTOMER SUCCESS IMPACT & RESULTS
33%
REDUCTION
Red Accounts
10%
IMPROVEMENT
Customer Satisfaction
20%
IMPROVEMENT
Account $ Retention