customer success webinar series: how to align your company around an onboarding approach that scales
TRANSCRIPT
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Child-like Joy
ALIGN YOUR ORGANIZATION AROUND AN ONBOARDING APPROACH THAT SCALES
©2015 Gainsight. All Rights Reserved.
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©2015 Gainsight. All Rights Reserved.
Child-like Joy
©2015 Gainsight. All Rights Reserved.
Denise Stokowski VP of Client Solutions
Sara Vaughan PMO Director
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©2015 Gainsight. All Rights Reserved.
• 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?
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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
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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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Child-like Joy
©2015 Gainsight. All Rights Reserved.
Gainsight’s Onboarding Journey!
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A Quick Reflection: Where we were
at this time last year…
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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
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The Hockey Stick of Sales
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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+
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We had to do something!
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• 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
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The Outcome
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Success Express
A new approach to handle onboarding a high growth segment of our customers
AND a framework for customizing for larger customers
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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
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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
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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
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How Did We Get There?
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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
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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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©2015 Gainsight. All Rights Reserved.
Child-like Joy
©2015 Gainsight. All Rights Reserved.
Your Journey!
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• 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
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• 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
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• 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
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1 2 3
Your Journey: Roadmap for Success
Segment Your Customers
Doing “For” vs. “With” vs.
“Enabling”
Establish Milestones &
Measurements
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©2015 Gainsight. All Rights Reserved.
Child-like Joy
©2015 Gainsight. All Rights Reserved.
Denise Stokowski VP of Client Solutions
Sara Vaughan PMO Director
Questions?!