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Mapping the Customer Journey with Engagement Models

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Dan Steinman, GM of Gainsight EMEA, and Sue Nabeth Moore, Founder of Success Track Enterprise, discuss the role of engagement models in the process of mapping the customer journey.

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Mapping the Customer Journey with Engagement Models

  1. 1. Customer Success Leader & Founder Success Track Enterprise SUENABETHMOORE General Manager Gainsight EMEA DANSTEINMAN 26.07.2017 Mapping the Customer Journey with Engagement Models
  2. 2. Today’s Webinar Slides will be available within 24 hours Please use the Chat window for Q&A
  3. 3. Virtual Conference Replay starts at 09:00 GMT+1 Thursday, 10 August gainsight.com/pulse/check Local Networking Groups Groups meet globally access.gainsight.com/pulselocal Largest Customer Success Conference in Europe 28-29 November gainsight.com/pulse/europe
  4. 4. 1 Origins of Customer Journey Mapping 2 CJM in Recurring Revenue Models 3 Segmentation & Creating Engagement Models 4 Benefits of Engagement Models 5 Introducing Automation 6 Audience Questions Agenda
  5. 5. 1 Origins of Customer Journey Mapping 2 CJM in Recurring Revenue Models 3 Segmentation & Creating Engagement Models 4 Benefits of Engagement Models 5 Introducing Automation 6 Audience Questions Agenda
  6. 6. Customer Journey Origins in CX and B2C CX and B2C Challenges: CS and B2B* • Create a strong brand experience and identity • Moments of truth • Create positive and coherent emotional perceptions along life-cycle • Map customer touch points + actions/content across multi- channels • Create a proactive and results-driven and success generating CJ (from both customer + vendor point of view) • Focus on outcomes, not product/features • Create a differentiating CJ (pre + post contract + beyond renewals...) • Synergy between human + automation • Clients move/perform at different speeds • Deal with multiple stakeholders • Maintain agility to revise the CJ *Also applicable more and more to CS in B2C
  7. 7. CS = CO + CX The Equation for Customer Success UX + CX + AX
  8. 8. Customer Success and UX, CX and AX UX AX ● AX (Appropriate Experience) or customer journey is adapted according to customer outcomes (CO) ● AX determines CS segments ● Usability ● Usage ● User Interface (UI) ● Visual Design ● Interactive Design ● Product On-boarding ● Whole company mindset (pre/post contract) ● Provides insights and inputs to CX + UX + AX ● Brand: ○ Image/Identity ○ Engagement ● Life-cycle ● Pre-contract ○ Advertising ○ Marketing ● Acquisition Process ○ Trial ○ Pricing Policy ○ Product Delivery ● Post Contract ○ Services/Support CX CS
  9. 9. 1 Origins of Customer Journey Mapping 2 CJM in Recurring Revenue Models 3 Segmentation & Creating Engagement Models 4 Benefits of Engagement Models 5 Introducing Automation 6 Audience Questions Agenda
  10. 10. Customer Journeys - 1st of 5 Pillars of CS
  11. 11. Expected Outcomes and Customer Journeys Collective Performance Individual Performance CustomerSuccess
  12. 12. Expected Outcomes and Customer Journeys Collective Performance Individual Performance Present Future CustomerSuccess Customer Life Cycle
  13. 13. Expected Outcomes and Customer Journeys Collective Performance Individual Performance Present Future We Are Now Here CustomerSuccess Customer Life Cycle A Vendor+ Customer
  14. 14. Expected Outcomes and Customer Journeys Collective Performance Individual Performance Present Future We Are Now Here CustomerSuccess Customer Life Cycle A B Expected Customer Outcomes Vendor+ Customer
  15. 15. Expected Outcomes and Customer Journeys Collective Performance Individual Performance Present Future We Are Now Here CustomerSuccess Customer Life Cycle A B C Expected Customer Outcomes Expected Vendor Outcomes Vendor+ Customer
  16. 16. Expected Outcomes and Customer Journeys Collective Performance Individual Performance Present Future We Are Now Here CustomerSuccess Customer Life Cycle A B C Expected Customer Outcomes Expected Vendor Outcomes Segment 2 Segment 3 Segment 1 Vendor+ Customer
  17. 17. Expected Outcomes and Customer Journeys Collective Performance Individual Performance Present Future We Are Now Here CustomerSuccess Customer Life Cycle A B C Expected Customer Outcomes Expected Vendor Outcomes Segment 2 Segment 3 Segment 1 Customer Journey, Customer Outcomes, AX Vendor+ Customer
  18. 18. Staying on Course - La Touraine Log Book (1904)
  19. 19. The Main CS CJ Building Blocks Desired Outcome Timeline Personas Segmentation Touch points Channels Data collection and actions Metrics
  20. 20. Recurring Revenue Boomerang
  21. 21. Recurring Revenue Boomerang
  22. 22. Operational Dimensions of the CJ Lifecycle Scheduled Manual Opportunity Unscheduled Automated Risk
  23. 23. Example of Customer Journey Lifecycle
  24. 24. 1 Origins of Customer Journey Mapping 2 CJM in Recurring Revenue Models 3 Segmentation & Creating Engagement Models 4 Benefits of Engagement Models 5 Introducing Automation 6 Audience Questions Agenda
  25. 25. Why Segment ? Meet Customer Desired Outcomes Drive Growth Scale Customer Success
  26. 26. Segmentation Criteria - TSIA Survey 2016
  27. 27. The Challenge ARR < X K € / £ No ExpansionStrategic High Touch Mid-Market Medium Touch SMB Low Touch High Value Medium Value Low Value Segment Name Example StrategyValue Criteria Attribute Examples ARR > X K €/£ Or Potential ARR > X K €/£ Or High Brand Influence ARR ≥ X < Y K €/£ Or Potential ARR > X K €/£ ARR < X K €/£ No Expansion
  28. 28. Meet Customer Desired Outcomes & AX Vendor Point of View Segmentation Criteria: A Combined Customer + Vendor Approach Customer Point of View
  29. 29. 1 Origins of Customer Journey Mapping 2 CJM in Recurring Revenue Models 3 Segmentation & Creating Engagement Models 4 Benefits of Engagement Models 5 Introducing Automation 6 Audience Questions Agenda
  30. 30. Benefits of Engagement Models Customers receive the AX to meet their objectives. In turn, they stay longer, buy more and advocate Facilitates vendor data optimisation and actions Promotes vendor internal sponsorship Facilitates vendor cross-functional operationalisation Conforms to the financial needs of the business 1 2 3 4 5
  31. 31. Engagement Model Per Segment High Touch Medium Touch Low Touch Automated Action Manual Action Customer Life CycleOnboarding > Advocacy > Contract Start Renewal Revenue Boomerang
  32. 32. 1 Origins of Customer Journey Mapping 2 CJM in Recurring Revenue Models 3 Segmentation & Creating Engagement Models 4 Benefits of Engagement Models 5 Introducing Automation 6 Audience Questions Agenda
  33. 33. Automation Examples H High Touch L • Set up an automated welcome email • Provide on-demand training • Share on-demand “getting started” resources High Touch • Get customer and buying executive together with you and an executive from your side • Review last 90 days • Show them their health score breakdown • Set KPIs for next 90 days Low Touch • Send an automated email • Include key statistics of how the customer is using the product • How do they benchmark against other customers? • What is their health score? L H • Salesperson schedules meeting with key stakeholders • Map out next steps • Map out process of doing onboarding • Review customer KPIs Every touch point you set up with a customer is something that you can ultimately automate Low Touch Post-Deal Kickoff QBR / EBR
  34. 34. Conclusion Keep in mind value to customers + your company CS = CO + CX → UX + CX + AX Segmentation informs the customer journey Customise journeys by engagement model Design affordable journeys through automation
  35. 35. 1 Origins of Customer Journey Mapping 2 CJM in Recurring Revenue Models 3 Segmentation & Creating Engagement Models 4 Benefits of Engagement Models 5 Introducing Automation 6 Audience Questions Agenda
  36. 36. Virtual Conference Replay starts at 09:00 GMT+1 Thursday, 10 August gainsight.com/pulse/check Local Networking Groups Groups meet globally access.gainsight.com/pulselocal Largest Customer Success Conference in Europe 28-29 November gainsight.com/pulse/europe
  37. 37. Q&AQ&AQ&A
  38. 38. Thank YouThank YouThank You
  39. 39. INDEX
  40. 40. Mapping and operationalising the proactive Appropriate Experience (AX) for customers to achieve their evolving expected business outcomes across their lifecycle. Definition of CJM in Recurring Revenues
  41. 41. Customer Success and UX, CX and AX (Journeys)
  42. 42. Expected Outcomes and Customer Journeys Collective Performance Individual Performance Present Future We Are Now Here CustomerSuccess Customer Life Cycle A B C Expected Customer Outcomes Expected Vendor Outcomes Segment 2 Segment 3 Segment 1 Customer Journeys + Success Milestones = AX Vendor+ Customer
  43. 43. Recurring Revenue Client + Vendor Expected Outcomes = Customer Journeys + 1st and 2nd Funnels
  44. 44. Aligning CJ and Internal Processes and Actors
  45. 45. Why Segment ? Meet Customer Expected Outcomes Create Customer AX Drive Growth Scale Customer Success Meet Added Value Vision (Customer + Vendor) Customer Vendor
  46. 46. Persona Expected Outcomes Characteristics AX Sales Feed and follow pipe, record and view client data - Pain points - Expected outcomes - Needs - Motivations - Aptitude - Barriers Sales coverage model Marketing View and analyse client data, aggregate with marketing automation data Marketing coverage model A Client Segmentation Persona AX Approach - Value to Customer Example: CRM SFA Solution Meet Customer Expected Outcomes & AX
  47. 47. Sales MT Marketers MT Sales HT Marketers HT Sales LT Marketers LT Segmenting: A Pyramid Approach By AX and Value ARR < X K € / £ No Expansion High Touch Medium Touch Low Touch High Value Medium Value Low Value Segment Name StrategyValue Criteria Attribute Examples
  48. 48. The Importance of Value to Vendor and Customer Proportionality to vendor and customer: ● Value ● Opportunity ● Risk High Value Medium Value Low Value Risk Expansion
  49. 49. A Dual “Static” and Dynamic Segmentation Approach The best customer segmentation strategy delivers value to both customers and vendors and evolves with customers’ journey success track Dynamic Segments Customer Lifecycle Dynamics “Static” Segments Value to Customer & Vendor
  50. 50. A Dual “Static” and Dynamic Segmentation Illustration Lifecycle Dependent Segments Predefined “Static” Segments Common Vendor Focused Criteria “Static” AX Segment Examples “Dynamic” Cohort Examples
  51. 51. Segmentation: From Customer Account to Customer Success Value Customer Account Segmentation Customer Success Segmentation Main criteria: - Financial value to vendor (usually based on initial acquisition value) - Size of customer (n°of employees) - Market criteria: sector, geography What we miss from this approach: - Absence of customer goals - Absence of expansion and success potential - No consideration for success influencers other than financial Main criteria: - Includes value to customer and vendor - Customer: Expected business outcome/s AX to get there - Vendor: High/Med/Low Value: ARR/MRR Future potential success/expansion Main Benefits: - Customers achieve goals, so stay longer, buy more and advocate - Vendors grow with their clients
  52. 52. Persona Expected Outcomes Characteristics AX Sales Feed and follow pipe, record and view client data - Pain points - Expected outcomes - Needs - Motivations - Aptitude - Barriers Sales coverage model Marketing View and analyse client data, aggregate with marketing automation data Marketing coverage model A Client Segmentation Persona AX Approach - Value to Customer Example: CRM SFA Solution Meet Customer Expected Outcomes & AX
  53. 53. Sales MT Marketers MT Sales HT Marketers HT Sales LT Marketers LT Segmenting: A Pyramid Approach By AX and Value ARR < X K € / £ No Expansion High Touch Medium Touch Low Touch High Value Medium Value Low Value Segment Name StrategyValue Criteria Attribute Examples
  54. 54. The Importance of Value to Vendor and Customer Proportionality to vendor and customer: ● Value ● Opportunity ● Risk High Value Medium Value Low Value Risk Expansion
  55. 55. A Dual “Static” and Dynamic Segmentation Approach The best customer segmentation strategy delivers value to both customers and vendors and evolves with customers’ journey success track Dynamic Segments Customer Lifecycle Dynamics “Static” Segments Value to Customer & Vendor
  56. 56. A Dual “Static” and Dynamic Segmentation Illustration Lifecycle Dependent Segments Predefined “Static” Segments Common Vendor Focused Criteria “Static” AX Segment Examples “Dynamic” Cohort Examples
  57. 57. Engagement Model Per Segment High Touch Medium Touch Low Touch
  58. 58. Anticipating Automation Why automate ? Some Automation Best Practices Pre-requisites Some Additional Thoughts... • Optimise the CX • Provide the right message at the right time • Technology scales what humans cannot do quickly • Technology relieves repetitive tasks • Free time for CSMs to work pro-actively on success pans • Definition of goals of automation and related triggers and actions • Accommodating tools and orchestration • Data: Available data at right time, real time Aggregated data from all sources Monitor risks and opportunities • Automation is not synonymous with uncaring • Messages, actions and CTAs need to be relevant and help move customers up track • Test messages prior to implementing • Automation is not the answer to all situations Customer Journey: • Welcome mail • Onboarding adoption KPIs (adoption), CTA when off- track • Periodic NPS • In App messages based on usage progress Processes: • Automatic workflows • Streamline playbooks • Notification of users leaving • Regular usage reports to champions

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