Gainsight's One-to-Many Program

2. ©2015 Gainsight. All Rights Reserved. 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

7. ©2015 Gainsight. All Rights Reserved. Key Principles of a One-to-Many Program Determine specific objectives Develop a purposeful customer journey 2 Collaborate with other teams Measure success, gather feedback and iterate 1 3 4

10. ©2015 Gainsight. All Rights Reserved. Building a Purposeful Customer Journey Set up for Success 1-to-11-to-Many Strategic call with CSM Onboarding Workshop Onboarding Emails Training Webinar Kicked-Off

11. ©2015 Gainsight. All Rights Reserved. Building a Purposeful Customer Journey Drive Daily Adoption 1-to-11-to-Many Check-in with Customer Impl. Satisfaction Survey Invite to Community & Influitive Launched

12. ©2015 Gainsight. All Rights Reserved. Building a Purposeful Customer Journey Provide Continuous Value 1-to-11-to-Many Best Practice Webinars NPS Surveys New Release Training EBRs Follow up to Survey Adopting

13. ©2015 Gainsight. All Rights Reserved. Building a Purposeful Customer Journey1-to-11-to-Many Kick-Off Meeting Welcome Email Gift Basket Check-in with Customer EBRs 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 Adoption Provide Continuous Value Follow up to Survey Purchased LaunchedKicked-Off Adopting

14. ©2015 Gainsight. All Rights Reserved. Key Principles of a One-to-Many Program Determine specific objectives Develop a purposeful customer journey Collaborate with other teams 3 Measure success, gather feedback and iterate 1 2 4

16. ©2015 Gainsight. All Rights Reserved. Key Principles of a One-to-Many Program Determine specific objectives Develop a purposeful customer journey Collaborate with other teams Measure success, gather feedback and iterate 41 2 3

17. ©2015 Gainsight. All Rights Reserved. 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

18. ©2015 Gainsight. All Rights Reserved. Start Your Own One-to-Many Program Determine specific objectives 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

19. ©2015 Gainsight. All Rights Reserved. • Anthony Nygren, EMI Strategic Marketing • When: Wednesday, May 13, 10:50-11:40am • Where: Spring Training Room Customer Marketing: Retain, Grow and Expand • Ajay Agarwal, Bain Capital Ventures, Olga Narvskaia, Dropbox, Marcus Bragg, Zendesk & Kevin Lynch, Adobe • When: Wednesday, May 13, 1:30-2:20pm • Where: AT&T Park Room Leveraging Marketing Techniques to Scale Customer Success • Whitney Hillyer, Bitly & Jeff Coleman, SurveyMonkey • When: Wednesday, May 13, 3:25-4:15pm • Where: Yankee Stadium Room One Email, Many Recipients • Anthony Nygren, EMI Strategic Marketing • When: Thursday, May 14, 8-11am • Where: Marriott Marquis • Separate registration required How to Build a Customer Success Communications Program that Drives Lifetime Value Learn More

Notes de l'éditeur

One-to-Many: Think about One-to-many as a tool in your toolkit to help you in your customers I’m sure you guys are already doing some of this Regardless of whether you are high or low touch  think of the one to many as a tool in your kit that you can use to really improve the customer experience.
Build towards specific objectives for example drive faster onboarding, increase NPS  one of the reasons this is important is so you can measure and quantify your results Journey will help you realize what is relevant and what you can move to 1:M  the journey will create itself if you don’t 3. Leverage cross-functional teams to develop content and implement your program  A one to many program cannot exist in a vacuum – you have to work cross-functionally to make it effective. Marketing can help with certain aspects, product so you can learn more about what features to provide 4. Find simple ways to experiment, send one thing to one customer, try another approach with another customer (Work in small batches, experiment and be prepared to continuously update your program) We’ll take a deeper dive into some of these
Build towards specific objectives for example drive faster onboarding, increase NPS  one of the reasons this is important is so you can measure and quantify your results
We used these tactics at Gainsight - Think about any way in which you can distribute content to many people – develop a program that includes emails, webinars, community, focus groups and blogs And if you havent seen Copilot yet  check it out at booth, Pulse etc. csm etc Surveys Email Webinars Blogs Community User Groups Advisory Boards
We used these tactics at Gainsight - Think about any way in which you can distribute content to many people – develop a program that includes emails, webinars, community, focus groups and blogs Surveys Email Webinars Blogs Community User Groups Advisory Boards
We used these tactics at Gainsight - Think about any way in which you can distribute content to many people – develop a program that includes emails, webinars, community, focus groups and blogs Surveys Email Webinars Blogs Community User Groups Advisory Boards
Start w/ stages  4 stages that are help build the journey Set up 1:1 and 1:M here Each stage has a different objective that we want for the customer
Phase 1  Purchased – want them to feel welcome to the Gainsight family and know what to expect
Training webinar  what we realized here was that each of our CSMs were providing trainings (often the same content) to multiple customers a day. We thought we’d create a cohort for this and provide a webinar for a group of customers who go through the onboarding (impl. Workshop) and the training together.
Drive daily adoption – but wanted them to do this via our Gainsight family and keep with the customer cohort
Important here to give NPS surveys but then have follow up be personal and from a CSM to drive value
When we put this all together, we’ve got stages, and objectives, then we have our 1:1 touches and complement / make it a better experience with our 1:M touches… High touch  you can still do things on top Tech touch  if you are completely low touch you can still do these things and move everything to 1:M but you can send them something in a 1:m  usage reports, EBRs via Success Snapshots When you see the whole journey  there are 1:M aspects, but can mix these in with your 1:1 touches to make the customer’s journey more complete and to have CSMs improve value to customer
Collaboration can make your 1:M program more effective There is some debate around this  but our hypothesis is eventually it will start shifting into the CS group. Cross functional input required to drive the effort; learning journey Sales – need good handoff information from Sales, around contact and customer type so right touch can be made with right contact, with minimal input from CSM Services they put together the onboarding workshop – but work with them to develop the onboarding emails and time with the training etc. Product – understand the new features so product releases can be shared with customers Marketing – coordinating and streamlining communication to customers Training – work with training to provide 1:M materials CSMs – generate CTAs and milestones so CSMs know the touchpoints with their customers, can provide feedback and decide which CSMs are available for leading 1:M webinars
Could also say here that the next step would be on usage based opps that we identify as risks New program for us and how I will take this feedback to iterate on it.
What I want to leave you with… Strategic initiatives – e.g. improving onboarding process, learning more about end-users, automating touches / improving CSM efficiency, etc. Identify customer segments that would be impacted – i.e. express (group of customers who receive impl. Package) Iterate on program – for example, our training session content and process had to be iterated on
And if you have a chance to stay another day after Pulse  you can attend this

Gainsight's One-to-Many Program

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Notes de l'éditeur