With COVID-19, the business environment around us has changed dramatically. As your customers look to reduce expenses, the risk of losing them is high. We'll discuss 3 Strategies for retaining your customers directly within your product experience.

1. BRIDGING THE GAP
With Product Led Growth
Ciara Peter
VP, Product Design
Gainsight
ciarapeter

2. Global Head of Design @ Gainsight
VP Product, Gainsight PX
Fmr Box, Betterworks, Salesforce
Collector of cat t-shirts

3. Gainsight helps businesses grow faster by reducing churn,
increasing upsell, and driving customer advocacy.
Gainsight’s product helps you touch customers effectively,
track customer health consistently and transform the way your
company orients around the customer.
Gainsight provides a 360° view of customers and drives
retention across Customer Success, sales, marketing,
executive and product management.

4. © Copyright 2018, Gainsight, Inc., All rights reserved
Quickly Drive
Users to Value
Drive personalized engagements to efficiently scale onboarding and adoption
Make Data-Driven
Decisions
Capture Contextual
Feedback
Leverage insightful analytics to build products your customers love
Deliver hyper-relevant surveys to learn what
your users want and need from your product
Turn your customers into your biggest growth engine

5. PRODUCT LED GROWTH:
A Go To Market strategy where your product
is the driver of customer acquisition,
retention, and expansion
Bridging the gap with

6. WHAT DOES THIS MEAN
DURING COVID-19?

8. 5 Reasons Product led Growth Strategies are
Existential During a Downturn
New sales will decline rapidly as fear slows new decisions.
Your existing customers need your help.
Your existing customers will notice who is there for them.
Your existing customers will scrutinize outcomes and experiences.
Your existing customers will look to consolidate spend.

9. Nearly all SaaS companies cite churn as
their top priority right now

10. 3 Product Led Growth
Strategies // COVID-19

11. STRATEGY #1
Understand changes in
product usage

12. DAUs have increased by up to 50% among our users

13. ● Path Analysis: Understand the path your new/reactivated
users are taking. How are they getting from Point A to
Point B? Are they following the best workflow? Use the
answers to these questions to craft engaging ways to
get users on the right track.

14. ● Adoption Analysis: Identify the usage trends of your
high-value features in your product. How can you make
sure people get the most from these features? Think in
terms of different segments of customers and create
in-app engagements that share a relevant use case
they can take as an example.

15. ● Funnel Analysis: Track the completions of important
workflows and use these insights to optimize the user
journey. Are users dropping off at a certain point? What
could be the cause?

16. STRATEGY #2
Re-segment if necessary

17. Category 1 Category 2 Category 3
Businesses in the ecosystems
of:
● In-person restaurants
● Hotels
● Airfare
● Energy
● In-person retail
Companies not in Category 1
or 3—the messy middle!
Businesses in industries like:
● Healthcare
● Remote work
● Videoconferencing
● Logistics
● e-commerce
● Delivery
Categorize your customers based on
business impact

18. Target your messaging based on industry. You may want to send a certain message to restaurant industry clients vs others Maybe use
category 1 2 3 slide
● New Users: Use Welcome Dialogs to guide them to the first high-value action. Trigger a series of tours to
help them navigate through your product and catalyze initial Time-to-Value.
● Reactivated Users: Use email outreach to reactivate dormant users. Trigger in-app guides to help these
users who have reentered your app to complete workflows from where they left off. Educate them about
your new product features/ functionalities.
● Advanced Users: Push them to realize even more value out of your product by directing to them to some of
your advanced features and workflow
z
Target customers based on usage

19. STRATEGY #3
Communicate personally
and quickly

20. ● COVID-19 announcements/updates (we've noticed some of our customers doing this
already!)
● Company/T&C policy updates
● Support delays/FAQs
● Trial extensions
● Event cancellations/rescheduling
● System outages/planned maintenance
● Free trainings/learning resource
You may need to send communications that
you haven’t sent before

21. It’s important to be timely and
reach users where they are. Use
email campaigns, in app
messages, and mobile
messages to reach users where
they are

22. WORKSHOP

23. [TBD - Draft]
Analyze
How is usage trending overall
Which features are impacted? Are any being used more or less?
Segment
Determine the most appropriate way to segment your customers
Evaluate pricing, packaging, trains
Create a style guide including tone, goals, considerations
Communicate
Create an inventory of communication formats you might need
Create targeted and personalized journeys
Take Home Exercise

24. THANK YOU