customer success webinar series: how automation is revolutionizing customer success

©2015 Gainsight. All Rights Reserved.

Child-like Joy

August, 2015

Customer Success Webinar Series: How Automation is Revolutionizing Customer Success


Lauren Olerich Director, Demand & Customer Marketing

Gainsight

Laura Tubesing Director of Customer Success,

Network For Good


Do you segment your customers?


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/


How frequently do you reach out to customers?


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/


Not all customers should be treated the same.


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/


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


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


Lifecycle based 1:Many

Lifecycle Based

• Welcome Series

• Onboarding Series

• Surveys

• Renewals

Sample Lifecycle-Based Series


Sample Usage-Based Series

Usage Based

• Email series to boost adoption of product features

• Triggered by low usage

Usage Based 1:Many


Best Practice & Thought Leadership

• Product Release Emails

• Blog Posts • Webinars on product

and Customer Success Best Practices

Thought Leadership Based 1:Many


Do you have a 1:M program lead?


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


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


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


Who in the org is responsible for 1:Many?

Adoption Customer Success Advocacy

Marketing


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.


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


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


Org Structure

COO

Marketing

Lead Gen Customer Marketing

Content Sales Success


Onboarding Call

First Login

Sign up

Page Published

First Donation

Full Adoption

First Recurring

Donor

Example: New Customers


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


Campaign Examples At-risk

•  Direct, short •  Questions about their

plan to see value •  Invitation to contact

CSM


Campaign Examples Successful

•  Advanced features •  Ways to see better

results •  Calls to action for self-

serve training options


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

customer success webinar series: how automation is revolutionizing customer success

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