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New Customer Onboarding in a Low-Touch Model
The document outlines a low-touch model for onboarding new customers, detailing each phase from pre-sales through implementation and post-implementation processes. Key challenges highlighted include tracking customer goals, managing churn, and improving communication efficiency while maintaining customer satisfaction. The model emphasizes the importance of understanding customer needs, effective data integration, and ongoing relationship management to facilitate successful product adoption.
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New Customer Onboarding in a Low-Touch Model
- 1. New Customer On-boardingin a Low-Touch Model Aurelia Wollen & Emily Davidson Customer Success Team
- 2. • Housekeeping • V3DOverview • Pre-sales • New Customer • Implementation • Post-Implementation Agenda
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- 4. ©2015 Gainsight. AllRights Reserved. V3D Model • Value • Discovery - through the sales cycle • Delivery - through implementation • Demonstration - through ongoing relationship
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- 6. ©2015 Gainsight. AllRights Reserved. Pre-Sales - Discover • What do we need to know about our Customers? • What are their goals and challenges? • Do these align with the product capabilities? • Does this customer have the resources and tools to be successful in a low touch on-boarding model? • Is their data configured in a way that allows for seamless integration with the product?
- 7. ©2015 Gainsight. AllRights Reserved. Pre-Sales - Discover • Readiness Survey • Uncover and asses a prospect’s data, resource, and business process readiness • Influences which implementation package they are eligible for • Document potential risks • Prospect identifies 3-5 key business challenges they want to implement in Gainsight
- 8. ©2015 Gainsight. AllRights Reserved.©2015 Gainsight. All Rights Reserved. We don’t have a consistent way to track customers’ goals throughout their lifecycle We don’t have a scalable way to show customers how they use our product/service We are seeing churn due to customers not seeing ROI or business value We need to give management visibility into CSM efforts and impact We need a way to report on retention, upsell, and churn We need a way to forecast retention, upsell, and churn We don’t know which accounts are at risk, and which we can impact or de-prioritize` We are seeing churn due to low adoption We are seeing churn due to low- value adoption (e.g. not using new or advanced features) We are seeing churn due to functionality gaps in the product We are seeing churn due to product stability or quality issues We are seeing churn due to poor customer satisfaction We are seeing churn due to loss of our key customer champion We are seeing churn due to customer service issues Our field reps and execs are sometimes blindsided by customer risks Our sales reps and account managers are sometimes blindsided by customer risks during a sales cycle We don’t have a consistent view of customer health across our company We don’t know what’s driving risk and success in our customer base We need a way to track customer relationships across complex customers, multiple products We have accounts we can’t touch with manual outreach that need proactive attention We are seeing customer satisfaction issues due to poor hand-offs from sales to CSM We spend too much time preparing for Executive Business Reviews CSMs have too many repetitive interactions with customers It takes customer-facing team members too long to prepare for customer meetings We need to increase the ratio of accounts a CSM can handle to make CSM more cost effective We don’t know which customers to use as references and in marketing activities We have no way to track our sponsors as they go to new companies in a scalable way We don’t know which customers are trending toward needing more capacity It’s too manual for us to spot customer overages We don’t know which customers are good candidates for upsell We don’t know how to turn happy customers into advocates Business Challenges OPERATIONALIZE Customer Lifecycle MANAGE Customer Risk DRIVE Expansion & Advocacy ENABLE Cross-Functional Visibility DEMONSTRATE Value 1 2 3 4 5 6 1 2 3 4 5 6 7 8 1 2 3 4 5 6 1 2 3 4 5 1 2 3 4 5 6
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- 10. ©2015 Gainsight. AllRights Reserved. New Customer - Deliver • Sales to post sales knowledge transfer • When is this appropriate/necessary? • What is scalable for our teams? • Resource introduction • How does the on-boarding process begin? • Who is involved from the post sales team? Who is involved at the customer? • Customer pre-work • What does the customer need to do prior to setting up the product?
- 11. ©2015 Gainsight. AllRights Reserved. Automated Outreach: CoPilot New Customer - DeliverContract Signature Manual Outreach: CTAs Welcome Email Kickoff Call Project Plan Creation On-boarding Webinars New Customer Post Implementation Implementation
- 12. ©2015 Gainsight. AllRights Reserved. New Customer - Deliver • Example CTA and Playbook
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- 14. ©2015 Gainsight. AllRights Reserved. Implementation - DeliverContract Signature Weekly project calls w/ PM Express Workshop Additional Training Resources CSAT Survey Post Implementation New Customer Implementation Manual Outreach: CTAs Automated Outreach: CoPilot
- 15. ©2015 Gainsight. AllRights Reserved. Express Workshop - Deliver • Goal – configure minimum viable product • How? • 2.5 day accelerated workshop – in person classroom or virtual • Lead by Project Managers with additional technical team members for support • Gainsight features configured based on business challenges identified during sales cycle • Training for Adoption Champions to help them launch effectively
- 16. ©2015 Gainsight. AllRights Reserved.©2015 Gainsight. All Rights Reserved. We don’t have a consistent way to track customers’ goals throughout their lifecycle We don’t have a scalable way to show customers how they use our product/service We are seeing churn due to customers not seeing ROI or business value We need to give management visibility into CSM efforts and impact We need a way to report on retention, upsell, and churn We need a way to forecast retention, upsell, and churn We don’t know which accounts are at risk, and which we can impact or de-prioritize` We are seeing churn due to low adoption We are seeing churn due to low- value adoption (e.g. not using new or advanced features) We are seeing churn due to functionality gaps in the product We are seeing churn due to product stability or quality issues We are seeing churn due to poor customer satisfaction We are seeing churn due to loss of our key customer champion We are seeing churn due to customer service issues Our field reps and execs are sometimes blindsided by customer risks Our sales reps and account managers are sometimes blindsided by customer risks during a sales cycle We don’t have a consistent view of customer health across our company We don’t know what’s driving risk and success in our customer base We need a way to track customer relationships across complex customers, multiple products We have accounts we can’t touch with manual outreach that need proactive attention We are seeing customer satisfaction issues due to poor hand-offs from sales to CSM We spend too much time preparing for Executive Business Reviews CSMs have too many repetitive interactions with customers It takes customer-facing team members too long to prepare for customer meetings We need to increase the ratio of accounts a CSM can handle to make CSM more cost effective We don’t know which customers to use as references and in marketing activities We have no way to track our sponsors as they go to new companies in a scalable way We don’t know which customers are trending toward needing more capacity It’s too manual for us to spot customer overages We don’t know which customers are good candidates for upsell We don’t know how to turn happy customers into advocates Business Challenges OPERATIONALIZE Customer Lifecycle MANAGE Customer Risk DRIVE Expansion & Advocacy ENABLE Cross-Functional Visibility DEMONSTRATE Value 1 2 3 4 5 6 1 2 3 4 5 6 7 8 1 2 3 4 5 6 1 2 3 4 5 1 2 3 4 5 6
- 17. ©2015 Gainsight. AllRights Reserved.©2015 Gainsight. All Rights Reserved. Chal l enge: We need t o i ncr ease t he r at i o of account s a CS M can handl e and m ake CS M m or e cost ef f ect i ve Feature: Scorecards Lifecycle Management: Planning Benefits • Improve scale and efficiency in customer communications by auto-triggering one-to-one or one- to-many email outreaches • Complement the CSM team with triggered emails based on health score elements • Track effectiveness of outreach via analytics Drive efficiency / cost avoidance by increasing the Customer-to-CSM ratio as you scale Business Impact Benefits Business Impact Features: Copilot, Reports
- 18. ©2015 Gainsight. AllRights Reserved.©2015 Gainsight. All Rights Reserved. Ch a lle n g e : We d o n ’t k n o w wh ic h a c c o u n ts a re a t risk , a n d wh ic h we c a n im p a c t o r d e p rio ritiz e Feature: Scorecards Risk Management: Prioritization Benefits • Monitor the customer activities that are most important to you • Early warning for at-risk customers • Identify upsell opportunities • Manage, collaborate, prioritize and snooze to-do list Drive efficiency across the team and allow resources to focus on the right customers Business Impact Benefits Business Impact Features: Cockpit
- 19. ©2015 Gainsight. AllRights Reserved.©2015 Gainsight. All Rights Reserved. Ch a lle n g e : We d o n ’t h a v e a c o n siste n t v ie w o f c u sto m e r h e a lth a c ro ss o u r c o m p a n y Feature: Scorecards Cross-Functional Visibility: Health Scoring Benefits • Scorecards summarize health across your most critical metrics • See components over time to see exactly why overall scores changed • Qualitative and quantitative scores to handle the “art and science” of customer success Improve customer retention and expansion by having betting line of sight into risks and expansion opportunities Business Impact Benefits Business Impact Features: Scorecards
- 20. ©2015 Gainsight. AllRights Reserved. Implementation - Deliver • Post Express Workshop • Weekly calls with PM to work through project plan • Expanding configuration based on identified business challenges • Supplementary webinars • Internal launch • How do you know when formal implementation is done? • Initial Value Moment
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- 22. ©2015 Gainsight. AllRights Reserved. Post Implementation - DemonstrateContract Signature Introduction to Customer Success Team Product Release Emails Post ImplementationNew Customer Implementation Usage Reports Annual EBR Manual Outreach: CTAs Automated Outreach: CoPilot
- 23. ©2015 Gainsight. AllRights Reserved. Post Implementation - Demonstrate Community Gainsight Go Blog Webinars Support Admin Office Hours