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1 Many w/ GS Admin

Deep-dive into Gainsight’s own 1:Many program. See how we leverage the right people, strategy and processes to communicate with customers and save CSMs time.

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1 Many w/ GS Admin

  1. 1. ©2015 Gainsight. All Rights Reserved. Child-like Joy 1-to-Many Strategy Barr Moses (Sr. Mgr. CS Ops), Will Robins (Gainsight Admin)
  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 Barr Moses (Senior Manager Operations) Will Robins (Gainsight Admin)
  4. 4. ©2015 Gainsight. All Rights Reserved. Agenda •  The value of 1:Many communications •  Designing your 1:Many program •  Thinking about your Strategy, People and Process •  Gainsight’s 1:Many Strategy using CoPilot
  5. 5. ©2015 Gainsight. All Rights Reserved. Why 1:Many? “My CSMs are overworked” “Our CSMs spend a ton of time on repetitive activities, but we’re not sure how to automate those.” “We want to email segments of our customers, but we can’t get access to the email automation system because Marketing manages it.”
  6. 6. ©2015 Gainsight. All Rights Reserved. What to consider when designing 1:Many program •  Strategy to pinpoint role of 1: Many communications •  People responsible for attaining key metrics of supported customer segments •  Process of determining need of 1 : Many communications and its success 1 2 3
  7. 7. ©2015 Gainsight. All Rights Reserved. Today Gainsight Health Drivers Customer Health Time Optimized Customer Lifecycle Touches Proactive Risk Touches Proactive Opportunity Touches Unified View of Customer Base Simplified Customer Interaction Preparation E D A C B 1
  8. 8. ©2015 Gainsight. All Rights Reserved. CSM Touch (Automated CTAs) Tech Touch (CoPilot) Strategy for Lifecycle 1 : Many New Customer Onboarding Adoption Seasoned Customer 1:many welcome email 1:many emails boosting adoption + best practices 1:many nurture (e.g. product releases) 1:many email with project plan + training content Schedule kick- off call and send gift basket EBR every X months (depends on the segment) Detailed playbook 90 days before renewal Schedule check-in + trainings with customer 1
  9. 9. ©2015 Gainsight. All Rights Reserved. Copilot – a HUGE timesaver! What is a… •  Power List: a list of contacts that meet a certain set of criteria •  Email Template: an email blueprint that can include tokens •  Outreach: a pairing of a Power List and an Email Template 1
  10. 10. ©2015 Gainsight. All Rights Reserved. Slash email list maintenance with Power Lists1
  11. 11. ©2015 Gainsight. All Rights Reserved. Email Templates cut down redundancy1
  12. 12. ©2015 Gainsight. All Rights Reserved. Once a template is built, we can edit it as needed1
  13. 13. ©2015 Gainsight. All Rights Reserved. Manage details of email delivery1
  14. 14. ©2015 Gainsight. All Rights Reserved. And put it on the Schedule! Here are our outreaches from August Express week 1
  15. 15. ©2015 Gainsight. All Rights Reserved. Easily judge Outreach success An outreach containing a CSM Support video has become a frequently referenced resource, helping drive Adoption within our customers 1
  16. 16. ©2015 Gainsight. All Rights Reserved. Using Analytics tab, deep-dive into details This one was the August Product Release outreach 1
  17. 17. ©2015 Gainsight. All Rights Reserved. Or track customer trends over time1
  18. 18. ©2015 Gainsight. All Rights Reserved. Design your Lifecycle Strategy Where to include Tech Touch? •  CSM performing repetitive duties •  Customer strayed from prescribed journey •  Lower-touch customer segments 1
  19. 19. ©2015 Gainsight. All Rights Reserved. People •  Key personas: CS Ops leads design and execution along with the Gainsight Admin •  Key metrics: •  Time to value (i.e. time in onboarding) •  Adoption •  Net Promoter Score •  Gross retention •  Upsell rate •  Accounts per CSM 2
  20. 20. ©2015 Gainsight. All Rights Reserved. People2 Design and implement a Lifecycle Strategy Schedule automated outreaches Collaborate cross- functionally Manage your NPS survey program •  Design lifecycle stages and cadence and target content to segments •  Determine how various forms of 1:many outreach work together •  Define success metrics, to test and optimize the Lifecycle Strategy •  Manage CoPilot and other tools to enable 1:Many •  Craft effective email templates •  Source content from the Customer Success, Training, and Product teams •  Coordinate with the Marketing team, which may contact customers about advocacy opportunities (e.g. Communications Calendar) •  Determine the frequency of surveys and distribute them •  Use dashboards to analyze quantitative results (e.g. NPS by persona) •  Summarize qualitative feedback and share with other departments
  21. 21. ©2015 Gainsight. All Rights Reserved. Customer Success and Marketing Coordination2 •  Drive new business (top-of-the- funnel, new deals) •  Handled by Marketing or Sales. •  Use other email automation solutions •  Activities that drive the CSM team’s metrics •  Handled by the CSM team •  Use CoPilot for email outreaches Customer Success: Drive Product Adoption Marketing: Drive Lead Generation
  22. 22. ©2015 Gainsight. All Rights Reserved. Process3 Your process will need to answer a few questions: A B C How do CSMs know what emails their customers have received? In what circumstances would it make sense for the CSM, rather than the 1:many lead, to send emails through CoPilot? How do you know whether your 1:Many communications strategy is successful?
  23. 23. ©2015 Gainsight. All Rights Reserved. Dashboard in Customer 360A •  Track communications to customer via C360 •  Re-send if topic is critical to the customer and they haven’t opened it •  Refer to recent communications in check-ins and ask for feedback
  24. 24. ©2015 Gainsight. All Rights Reserved. When should CSMs use CoPilot?B •  CSM is traveling to a particular city and wants to schedule meetings with customers only in that area •  CSM reminds customers of his/her upcoming vacation •  CSM wants to “go above and beyond” by sending content to his/her customer base – for example, about a product release Situations which warrant the CSM taking the lead:
  25. 25. ©2015 Gainsight. All Rights Reserved. Measuring Success of 1:Many communicationsC •  Watch performance metrics •  Collect data about which emails are most effective in driving milestone attainment and adoption
  26. 26. ©2015 Gainsight. All Rights Reserved. QUESTIONS?
  • felipedipetta

    Jul. 15, 2021

Deep-dive into Gainsight’s own 1:Many program. See how we leverage the right people, strategy and processes to communicate with customers and save CSMs time.

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