customer success webinar series: how to align your company around an onboarding approach that scales

©2015 Gainsight. All Rights Reserved.

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ALIGN YOUR ORGANIZATION AROUND AN ONBOARDING APPROACH THAT SCALES



Child-like Joy


Denise Stokowski VP of Client Solutions

[email protected]

Sara Vaughan PMO Director

[email protected]


•  The process to get the customer “up and running with your product”

•  It is the first experience a new customer has with your company

•  Positions your customer to achieve their goals and realize value from your product

What is onboarding?


Onboarding Models Vary

Complexity of Onboarding

Who does onboarding Challenges of Scale

Simple – Self-service or orientation

Customer Success Tracking who has onboarded successfully and who has not

Medium – Multiple sessions to cover orientation and training

Customer Success or Specialized Onboarding Team

Consistent coverage and tracking, scaling 1:1 to 1:Many

Complex – Product highly configurable

Services or third-party Consistency on best practices, growing skilled resources

Gainsight


Our Goals Today

•  We want to share our learning for scaling our onboarding process •  The tools and personnel required for an onboarding process that

works •  How to identify specific milestones that every customer should

reach within standard timeframes •  How to think about ways to scale your onboarding process


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Gainsight’s Onboarding Journey!


A Quick Reflection: Where we were

at this time last year…


Success through Determination

•  Project managers did everything •  Manage the project plan •  Configure much of the product for the customer •  Train the customer’s power user •  Solve for customer’s special requirements

•  Time to value for our customers was too long and too variable


The Hockey Stick of Sales


Success through Determination

•  Project Managers: 6 •  Ramp-up time: 4 months

•  Average Hours per Week: 67 •  Hours per Project – highly variable

•  Minimum: 65 •  Maximum: 600+


We had to do something!


•  3 days locked in a room with representatives from: •  Success •  Product Management •  Product Engineering •  Support •  Services •  Investors

•  The Mission: Help Gainsight customers to achieve faster time to value while enabling our business to scale, i.e. have capacity to serve our new customers

All Hands on Deck – The “TTV” Initiative


The Outcome


Success Express

A new approach to handle onboarding a high growth segment of our customers

AND a framework for customizing for larger customers


Success Express Philosophy

High velocity onboarding focused on enabling your team to take full ownership of Gainsight

Structured & Prescriptive

Enabling your team

Based on learning from 100+

implementations


Success Express: Our Prescriptive Onboarding Approach

Success Express Workshop Steps 1-6 in 3.5 days

TOUCH your customers at scale Customers & Sponsor

Tracking 1

Lifecycle Cockpit 2

Usage and Scorecard 3Lifecycle Email

Communications

Lifecycle Reporting

4

5

TRACK customer health consistently

NPS Surveys

Customer 360 + Engagement Data

Health Scorecard

6

7

8

TRANSFORM your processes

Engagement Analytics

Triggered Email Communication

Triggered Engagement Rules

9

10

11

5 weeks for steps after Workshop

PR

E W

OR

K

Engagement Data Integrate your other key data points, e.g. Product Usage

~ 14 days


1 2 Install Gainsight and Configure 3 4

•  Install Gainsight from AppExchange

•  Authorize Gainsight Integrations

•  Create and Assign Permission Sets

•  Configure Sites for Survey Distribution

4 Hours!Resource: Salesforce Administrator!

Data Preparation

•  Identify Active and Inactive Accounts

•  Identify key Contacts

•  Collect historical NPS Survey responses

5-10 Hours!Resource: Gainsight Administrator!

1 Hour!Resource: Email Administrator!

Email Service Configuration

•  Enable SPF and/or DKIM on Email Servers

Communication Templates & Business Process

•  Email Templates •  Approve NPS

Survey Questions •  Finalize Calls to

Action and Playbooks

6-8 Hours!Resource: Gainsight Administrator, Business Owner!

Required Pre-work


How Did We Get There?


Core Areas of the Platform Driving Value Prioritized the core areas of Gainsight that would apply to all customers and would drive the most significant value.

Identified Common Hurdles and Removed Them Where did implementations stall? Which decisions were hardest for customers to make? Which areas of the product required the most time but delivered the lowest value?

Resources and Segmentation Segmented Customers into three tiers – SMB and Mid-Market, Enterprise and Strategic Aligned PMO resources into Express, Concierge, and Strategic Created new roles for handling technical complexity

- Changed Packaging - Established Project Milestones

- Product Enhancements - Workbooks + Webinars - Prescriptive Instructions

- Aligned Onboarding Packages -  New PMO Roles -  New technical roles


Onboarding Segments

Express •  Segment

•  SMB •  Mid-Market •  Select Enterprise

•  Approach •  Workshop (1:M) •  5 weeks of 1:1 •  2 Rollouts •  PM: 20 projects •  Packaged Service

Concierge-Custom •  Segment

•  Mid-Market •  Enterprise

•  Approach •  1:1 Bi-weekly •  Scope for additional

resource or reqts •  May recommend

Express Workshop •  PM: 5 projects •  T&M SOW

Strategic •  Segment

•  Enterprise •  New Use Cases

•  Approach •  Dedicated PM •  Phased Rollouts •  T&M SOW


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Your Journey!


•  Don’t apply a “One-Size-Fits-All” approach •  Align with the sales process •  Consider the approach aligned with the Customer

Success team •  Align the onboarding approach and people to your

segments •  Focus onboarding on the key areas of the product that

your most successful customers use

Segment Your Customers


•  What must you do for your customers? •  Can you change these things through process or product

changes?

•  What can you do with your customers? •  Are these training opportunities? •  Can these be delivered in a 1:M approach?

•  What can you enable your customers to do for themselves? What do you need to do to make it happen? •  Email materials, Community / Support documentation

Doing For versus Doing With versus Enabling


•  Set clear milestones •  Track achievement against those milestones

•  Alert when behind schedule •  Involve the customer in those milestones •  Use playbooks to drive next steps and facilitate transitions

within your own organization

•  Align with your Customer Success Team to respond to issues during onboarding - “slow customers”, “launch risk” scenarios

Establish Milestones and Measurements


1 2 3

Your Journey: Roadmap for Success

Segment Your Customers

Doing “For” vs. “With” vs.

“Enabling”

Establish Milestones &

Measurements


Child-like Joy


Denise Stokowski VP of Client Solutions

[email protected]

Sara Vaughan PMO Director

[email protected]

Questions?!