Scaling Customer Communications

©2015 Gainsight. All Rights Reserved.

Scaling Customer Communications

Julia GuyadeenCS Ops

Nikka MathurCSM


“I want to improve my customers’ experience.”



“I don’t have enough to do.”



How can we scale a great customer experience?


Our Approach at Gainsight

Define our engagement model

Find one-to-many opportunities

Empower our customers

Leverage Gainsight


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


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?


Empower Our Customers

• Provide excellent self-help resources

• Enable customers to help each other through Community

• Maintain self-sufficiency mindset


Leverage Gainsight

• More valuable use of CSMs’ time

• More frequent touches for all customers

• Automation: Life cycle emails, templates, Calls to Action


GAINSIGHT’S ONE-TO-MANY PROGRAM Nikka Mathur

CSM


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


Determine Specific Objectives

Example Objectives:

• Improve NPS results

• Learn more about end users

• Drive faster onboarding


Tactics for One-to-Many









2



1 3 4


Building a Purposeful Customer Journey

Purchased LaunchedKicked-

OffAdopting

1-to-1

1-to-Many



Welcome to Gainsight

1-to-1

1-to-M

any

Kick-Off Meeting

Welcome Email

Gift Basket

Intro from CSM

Purchased



Set up for Success

1-to-1

1-to-M

any

Strategic call with

CSM

Onboarding Workshop

Onboarding Emails

Training Webinar

Kicked-Off



Drive Daily Adoption

1-to-1

1-to-M

any

Check-in with

Customer

Impl. Satisfaction

Survey

Invite to Community & Influitive

Launched



Provide Continuous Value

1-to-1

1-to-M

any Best

Practice Webinars

NPS Surveys

New Release Training

EBRs Follow up to Survey

Adopting


Building a Purposeful Customer Journey 1-to-1

1-to-M

any

Kick-Off Meeting

Welcome Email

Gift Basket

Check-in with

CustomerEBRs

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

AdoptionProvide

Continuous Value

Follow up to Survey

Purchased LaunchedKicked-

OffAdopting






3


1 2 4


Cross-Functional Collaboration Improves the Program

One-to-Many

Program

CSMs

Marketing

Training

Product

Services

Sales







41 2 3


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


Start Your Own One-to-Many Program


Use objectives to build a customer journey

Develop relevant content and one-to-many tactics

Gather and analyze results and feedback

Iterate on your program

1

2

3

4

5


Nikka Mathur

[email protected]

Julia Guyadeen

[email protected]

Contact Us


THANK YOU

Technology

Scaling Customer Communications