Scaling Customer Communications
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By Nikka Mathur, Gainsight Julia Guyadeen, Gainsight Presented at Pulse Conference 2015.
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Scaling Customer Communications
- 1. ©2015 Gainsight. All Rights Reserved. Scaling Customer Communications Julia Guyadeen CS Ops Nikka Mathur CSM
- 2. ©2015 Gainsight. All Rights Reserved. “I want to improve my customers’ experience.”
- 3. ©2015 Gainsight. All Rights Reserved.
- 4. ©2015 Gainsight. All Rights Reserved. “I don’t have enough to do.”
- 5. ©2015 Gainsight. All Rights Reserved.
- 6. ©2015 Gainsight. All Rights Reserved. How can we scale a great customer experience?
- 7. ©2015 Gainsight. All Rights Reserved. Our Approach at Gainsight Define our engagement model Find one-to-many opportunities Empower our customers Leverage Gainsight
- 8. ©2015 Gainsight. All Rights Reserved. Define Our Engagement Model • Segment our customer base • Each segment has a distinct journey • One-to-many can create a better experience for all customers
- 9. ©2015 Gainsight. All Rights Reserved. Find One-to-Many Opportunities • Which activities do CSMs do repeatedly? • Can these be delivered in a more scalable way? • What are we not doing?
- 10. ©2015 Gainsight. All Rights Reserved. Empower Our Customers • Provide excellent self-help resources • Enable customers to help each other through Community • Maintain self-sufficiency mindset
- 11. ©2015 Gainsight. All Rights Reserved. Leverage Gainsight • More valuable use of CSMs’ time • More frequent touches for all customers • Automation: Life cycle emails, templates, Calls to Action
- 12. ©2015 Gainsight. All Rights Reserved. GAINSIGHT’S ONE-TO-MANY PROGRAM Nikka Mathur CSM
- 13. ©2015 Gainsight. All Rights Reserved. Key Principles of a One-to-Many Program Determine specific objectives 1 Develop a purposeful customer journey 2 Collaborate with other teams 3 Measure success, gather feedback and iterate 4
- 14. ©2015 Gainsight. All Rights Reserved. Determine Specific Objectives Example Objectives: • Improve NPS results • Learn more about end users • Drive faster onboarding
- 15. ©2015 Gainsight. All Rights Reserved. Tactics for One-to-Many
- 16. ©2015 Gainsight. All Rights Reserved. Tactics for One-to-Many
- 17. ©2015 Gainsight. All Rights Reserved. Tactics for One-to-Many
- 18. ©2015 Gainsight. All Rights Reserved. Key Principles of a One-to-Many Program Determine specific objectives Develop a purposeful customer journey 2 Collaborate with other teams Measure success, gather feedback and iterate 1 3 4
- 19. ©2015 Gainsight. All Rights Reserved. Building a Purposeful Customer Journey Purchased LaunchedKicked-Off Adopting 1-to-1 1-to-Many
- 20. ©2015 Gainsight. All Rights Reserved. Building a Purposeful Customer Journey Welcome to Gainsight 1-to-11-to-Many Kick-Off Meeting Welcome Email Gift Basket Intro from CSM Purchased
- 21. ©2015 Gainsight. All Rights Reserved. Building a Purposeful Customer Journey Set up for Success 1-to-11-to-Many Strategic call with CSM Onboarding Workshop Onboarding Emails Training Webinar Kicked-Off
- 22. ©2015 Gainsight. All Rights Reserved. Building a Purposeful Customer Journey Drive Daily Adoption 1-to-11-to-Many Check-in with Customer Impl. Satisfaction Survey Invite to Community & Influitive Launched
- 23. ©2015 Gainsight. All Rights Reserved. Building a Purposeful Customer Journey Provide Continuous Value 1-to-11-to-Many Best Practice Webinars NPS Surveys New Release Training EBRs Follow up to Survey Adopting
- 24. ©2015 Gainsight. All Rights Reserved. Building a Purposeful Customer Journey1-to-11-to-Many Kick-Off Meeting Welcome Email Gift Basket Check-in with Customer EBRs Intro from CSM Onboarding Emails Onboarding Workshop Impl. Satisfaction Survey Invite to Community & Influitive Strategic call with CSM NPS Surveys Training Webinar New Release Training Best Practice Webinars Welcome to Gainsight Set up for Success Drive Daily Adoption Provide Continuous Value Follow up to Survey Purchased LaunchedKicked-Off Adopting
- 25. ©2015 Gainsight. All Rights Reserved. Key Principles of a One-to-Many Program Determine specific objectives Develop a purposeful customer journey Collaborate with other teams 3 Measure success, gather feedback and iterate 1 2 4
- 26. ©2015 Gainsight. All Rights Reserved. Cross-Functional Collaboration Improves the Program One-to- Many Program CSMs Marketing Training Product Services Sales
- 27. ©2015 Gainsight. All Rights Reserved. Key Principles of a One-to-Many Program Determine specific objectives Develop a purposeful customer journey Collaborate with other teams Measure success, gather feedback and iterate 41 2 3
- 28. ©2015 Gainsight. All Rights Reserved. Would be helpful to have this type of content before Onboarding to help make key decisions Initial Feedback I forwarded them to my team so they could get up to speed on Gainsight Onboarding Emails Being part of a cohort and learning how others are using Gainsight was helpful Training Webinar
- 29. ©2015 Gainsight. All Rights Reserved. Start Your Own One-to-Many Program 1 2 3 4 5
- 30. ©2015 Gainsight. All Rights Reserved. Nikka Mathur nmathur@gainsight.com Julia Guyadeen jguyadeen@gainsight.com Contact Us
- 31. ©2015 Gainsight. All Rights Reserved. THANK YOU
Editor's Notes
- Easier language, clearer meaning. Make the whole thing more of a Gainsight story
- One-to-Many: Think about One-to-many as a tool in your toolkit to help you in your customers I’m sure you guys are already doing some of this Regardless of whether you are high or low touch think of the one to many as a tool in your kit that you can use to really improve the customer experience.
- Build towards specific objectives for example drive faster onboarding, increase NPS one of the reasons this is important is so you can measure and quantify your results Journey will help you realize what is relevant and what you can move to 1:M the journey will create itself if you don’t 3. Leverage cross-functional teams to develop content and implement your program A one to many program cannot exist in a vacuum – you have to work cross-functionally to make it effective. Marketing can help with certain aspects, product so you can learn more about what features to provide 4. Find simple ways to experiment, send one thing to one customer, try another approach with another customer (Work in small batches, experiment and be prepared to continuously update your program) We’ll take a deeper dive into some of these
- Build towards specific objectives for example drive faster onboarding, increase NPS one of the reasons this is important is so you can measure and quantify your results
- We used these tactics at Gainsight - Think about any way in which you can distribute content to many people – develop a program that includes emails, webinars, community, focus groups and blogs And if you havent seen Copilot yet check it out at booth, Pulse etc. csm etc Surveys Email Webinars Blogs Community User Groups Advisory Boards
- We used these tactics at Gainsight - Think about any way in which you can distribute content to many people – develop a program that includes emails, webinars, community, focus groups and blogs Surveys Email Webinars Blogs Community User Groups Advisory Boards
- We used these tactics at Gainsight - Think about any way in which you can distribute content to many people – develop a program that includes emails, webinars, community, focus groups and blogs Surveys Email Webinars Blogs Community User Groups Advisory Boards
- Start w/ stages 4 stages that are help build the journey Set up 1:1 and 1:M here Each stage has a different objective that we want for the customer
- Phase 1 Purchased – want them to feel welcome to the Gainsight family and know what to expect
- Training webinar what we realized here was that each of our CSMs were providing trainings (often the same content) to multiple customers a day. We thought we’d create a cohort for this and provide a webinar for a group of customers who go through the onboarding (impl. Workshop) and the training together.
- Drive daily adoption – but wanted them to do this via our Gainsight family and keep with the customer cohort
- Important here to give NPS surveys but then have follow up be personal and from a CSM to drive value
- When we put this all together, we’ve got stages, and objectives, then we have our 1:1 touches and complement / make it a better experience with our 1:M touches… High touch you can still do things on top Tech touch if you are completely low touch you can still do these things and move everything to 1:M but you can send them something in a 1:m usage reports, EBRs via Success Snapshots When you see the whole journey there are 1:M aspects, but can mix these in with your 1:1 touches to make the customer’s journey more complete and to have CSMs improve value to customer
- Collaboration can make your 1:M program more effective There is some debate around this but our hypothesis is eventually it will start shifting into the CS group. Cross functional input required to drive the effort; learning journey Sales – need good handoff information from Sales, around contact and customer type so right touch can be made with right contact, with minimal input from CSM Services they put together the onboarding workshop – but work with them to develop the onboarding emails and time with the training etc. Product – understand the new features so product releases can be shared with customers Marketing – coordinating and streamlining communication to customers Training – work with training to provide 1:M materials CSMs – generate CTAs and milestones so CSMs know the touchpoints with their customers, can provide feedback and decide which CSMs are available for leading 1:M webinars
- Could also say here that the next step would be on usage based opps that we identify as risks New program for us and how I will take this feedback to iterate on it.
- What I want to leave you with… Strategic initiatives – e.g. improving onboarding process, learning more about end-users, automating touches / improving CSM efficiency, etc. Identify customer segments that would be impacted – i.e. express (group of customers who receive impl. Package) Iterate on program – for example, our training session content and process had to be iterated on