customer success webinar series: how automation is revolutionizing customer success
TRANSCRIPT
©2015 Gainsight. All Rights Reserved.
Child-like Joy
August, 2015
Customer Success Webinar Series: How Automation is Revolutionizing Customer Success
©2015 Gainsight. All Rights Reserved.
Lauren Olerich Director, Demand & Customer Marketing
Gainsight
Laura Tubesing Director of Customer Success,
Network For Good
©2015 Gainsight. All Rights Reserved.
Do you segment your customers?
©2015 Gainsight. All Rights Reserved.
Industry Study: Customer Segmentation
Segmenting the customer base is essential to understanding the key breakpoints in your customer contact and CSM coverage model strategy.
75%
25% Segment Customers Do Not Segment Customers
7% use 5 or more tiers
18% use 4 tiers
56% use 3 tiers
20% use 2 tiers
Source: http://access.gainsight.com/pulse-csi-v1/
©2015 Gainsight. All Rights Reserved.
How frequently do you reach out to customers?
©2015 Gainsight. All Rights Reserved.
Industry Study: Customer Segmentation
Managing a large customer base with diverse contract sizes is a challenge for all organizations – supplementing with automation is key to efficiency.
25%
45%
28% 22%
18%
35% 45% 79%
50%
12% 11% 12% 11%
37%
300-500 100-300 50-100 25-50 10-25
Daily Weekly Monthly Quarterly Bi-annually Annually Never
Ratio of Customers
to CSM
Source: http://access.gainsight.com/pulse-csi-v1/
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Not all customers should be treated the same.
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What is a 1:Many Program?
A One-to-Many (1:M) program is a scalable way to increase adoption and customer engagement, by leveraging automation and customer lifecycle messaging through tactics like email, community, blogs, webinars, etc.
Tech Touch
All
Tech
Touch
Further reading: http://www.gainsight.com/2015/08/13/1-to-many-the-real-difference-between-low-and-high-touch/
©2015 Gainsight. All Rights Reserved.
Goals of 1:Many Program
Drive faster onboarding 2
Allow CSMs to focus on providing strategic value 3
Encourage customers to self-serve 4
Engage customers and improve NPS 5
Improve the customer experience 6
Improve product adoption 1
Scaling your Customer Success organization 7
Source: http://pulsecheck.hubs.vidyard.com/watch/a4ELyRCkVDpXu3PYGMNTXA
©2015 Gainsight. All Rights Reserved.
Pillars of a 1:Many Program
Best Practice & Thought Leadership
Engage customers with curated content from your CSMs
Usage Based Reach out to customers at the right time to boost adoption
Lifecycle Based Keep customers engaged and encourage them to move forward on their journey with you
Source: http://pulsecheck.hubs.vidyard.com/watch/a4ELyRCkVDpXu3PYGMNTXA
©2015 Gainsight. All Rights Reserved.
Lifecycle based 1:Many
Lifecycle Based
• Welcome Series
• Onboarding Series
• Surveys
• Renewals
Sample Lifecycle-Based Series
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Sample Usage-Based Series
Usage Based
• Email series to boost adoption of product features
• Triggered by low usage
Usage Based 1:Many
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Best Practice & Thought Leadership
• Product Release Emails
• Blog Posts • Webinars on product
and Customer Success Best Practices
Thought Leadership Based 1:Many
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Do you have a 1:M program lead?
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Finding a 1:Many Lead & Measuring Performance
§ Designate someone within Customer Success who has these traits/experience: • Marketing & Content experience • Understanding of Customer needs • Proficiency within your email delivery system • Ability to prioritize 1:Many activities
§ Measure their performance supporting customer segments with these metrics: • Time to Value • Adoption • Net Promoter Score • Gross Retention • Upsell Rate • Accounts per CSM
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1:Many Responsibilities at Gainsight
§ Design & Implement Lifecycle Strategy Create a balanced touch cadence for unique customer segments
§ Schedule Automated Outreaches • Build effective email templates and use CoPilot to automate touches
§ Collaborate Cross-Functionally
• Source content from multiple orgs and coordinate with Marketing
§ Manage NPS Survey Program • Use native survey functionality to deliver timely NPS surveys
§ Reporting on Success Metrics
• Define, track, analyze, test and optimize against KPIs
©2015 Gainsight. All Rights Reserved.
Gainsight’s Customer Lifecycle 1-
to-1
1-
to-M
any
Kick-Off Meeting
Welcome Email
Gift Basket
Check-in with
Customer EBRs
Intro from CSM
Onboarding Email Series
Onboarding Workshop
Impl. Satisfaction
Survey
Invite to Community &
Influitive
Strategic call with
CSM
NPS Surveys
Training Webinars
New Release Training
Best Practice
Webinars
Follow up to Survey
Purchased Launched Kicked-Off
Usage-based Emails
Adopting
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Who in the org is responsible for 1:Many?
Adoption Customer Success Advocacy
Marketing
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Defining Goals for 1:Many and Customer Marketing
Improve the customer’s adoption of the product, enhance the customer
experience, and increase satisfaction by providing a smooth process and introducing customer
delight.
Mobilize our customers as advocates, leverage their success to attract
new prospects and accelerate existing
pipeline, while providing customer delight.
©2015 Gainsight. All Rights Reserved.
Intersection of 1:M and Customer Marketing
§ Shared tactics: • Webinars • Videos • Blog Posts • Emails • Community • Advocacy Platform
§ 1:Many program lead manages all communications to our customers
§ If a message is sent from an executive’s email alias, Marketing will review and ensure the message is on brand.
§ Our two teams collaborate and align on the content calendar topics frequently
U N L E A S H E D GENEROSITY
Network for Good Network for Good is a Certified B Corporation that offers innovative online donation and peer fundraising software for nonprofits, plus the expertise, training, and support to drive successful campaigns. The company distributes millions of donations from donors to good causes each year.
Serve over 11,500
nonprofits with
fundraising so@ware
Processed over $1.25B to over 100K chariHes since 2001
Established as a
nonprofit in 2001
Trained over 118K
nonprofit professionals in 2014
More than 50,000 TwiNer followers
U N L E A S H E D GENEROSITY
What is our 1:M Strategy • Customer Marketing is the backbone of all 1:1
interaction • CSMs focus on key parts of lifecycle • Tools for Success:
– Automation of business processes – Marketo/Gainsight integration – Strong content marketing
U N L E A S H E D GENEROSITY
Org Structure
COO
Marketing
Lead Gen Customer Marketing
Content Sales Success
U N L E A S H E D GENEROSITY
Onboarding Call
First Login
Sign up
Page Published
First Donation
Full Adoption
First Recurring
Donor
Example: New Customers
U N L E A S H E D GENEROSITY
Example: New Customers • Welcome Series • Triggered emails
when KPIs not met Customer Marketing
• Welcome Call • Follow ups based on
KPI achievement CSM
Playbook
30 Day NPS
Drip campaign: at risk
Drip campaign: healthy
At-Risk Playbook
U N L E A S H E D GENEROSITY
Campaign Examples At-risk
• Direct, short • Questions about their
plan to see value • Invitation to contact
CSM
U N L E A S H E D GENEROSITY
Campaign Examples Successful
• Advanced features • Ways to see better
results • Calls to action for self-
serve training options
U N L E A S H E D GENEROSITY
Wins & Challenges Better customer engagement & open rates Improved Time to Value Solving code-red problems earlier Missing hand-offs between teams Difficult to quantify effect of personal CSM touch vs. marketing Reaching customers when they have time
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Q & A
©2015 Gainsight. All Rights Reserved. August, 2015
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THANK YOU
©2015 Gainsight. All Rights Reserved. August, 2015