Dan Steinman, GM of Gainsight EMEA, and Sue Nabeth Moore, Founder of Success Track Enterprise, discuss the role of engagement models in the process of mapping the customer journey.

1. Customer Success Leader & Founder
Success Track Enterprise
SUENABETHMOORE
General Manager
Gainsight EMEA
DANSTEINMAN
26.07.2017
Mapping the Customer Journey
with Engagement Models

2. Today’s Webinar
Slides will be available
within 24 hours
Please use the Chat
window for Q&A

3. Virtual Conference
Replay starts at 09:00 GMT+1
Thursday, 10 August
gainsight.com/pulse/check
Local Networking Groups
Groups meet globally
access.gainsight.com/pulselocal
Largest Customer Success
Conference in Europe
28-29 November
gainsight.com/pulse/europe

4. 1 Origins of Customer Journey Mapping
2 CJM in Recurring Revenue Models
3 Segmentation & Creating Engagement Models
4 Benefits of Engagement Models
5 Introducing Automation
6 Audience Questions
Agenda

5. 1 Origins of Customer Journey Mapping
2 CJM in Recurring Revenue Models
3 Segmentation & Creating Engagement Models
4 Benefits of Engagement Models
5 Introducing Automation
6 Audience Questions
Agenda

6. Customer Journey Origins in CX and B2C
CX and B2C Challenges: CS and B2B*
• Create a strong brand
experience and identity
• Moments of truth
• Create positive and coherent
emotional perceptions along
life-cycle
• Map customer touch points +
actions/content across multi-
channels
• Create a proactive and results-driven and
success generating CJ (from both customer +
vendor point of view)
• Focus on outcomes, not product/features
• Create a differentiating CJ (pre + post contract +
beyond renewals...)
• Synergy between human + automation
• Clients move/perform at different speeds
• Deal with multiple stakeholders
• Maintain agility to revise the CJ
*Also applicable more and more to CS in B2C

7. CS = CO + CX
The Equation for Customer Success
UX + CX + AX

8. Customer Success and UX, CX and AX
UX
AX
● AX (Appropriate Experience) or
customer journey is adapted according
to customer outcomes (CO)
● AX determines CS segments
● Usability
● Usage
● User Interface (UI)
● Visual Design
● Interactive Design
● Product On-boarding
● Whole company mindset (pre/post contract)
● Provides insights and inputs to CX + UX + AX
● Brand:
○ Image/Identity
○ Engagement
● Life-cycle
● Pre-contract
○ Advertising
○ Marketing
● Acquisition Process
○ Trial
○ Pricing Policy
○ Product Delivery
● Post Contract
○ Services/Support
CX
CS

9. 1 Origins of Customer Journey Mapping
2 CJM in Recurring Revenue Models
3 Segmentation & Creating Engagement Models
4 Benefits of Engagement Models
5 Introducing Automation
6 Audience Questions
Agenda

10. Customer Journeys - 1st of 5 Pillars of CS

11. Expected Outcomes and Customer Journeys
Collective
Performance
Individual
Performance
CustomerSuccess

12. Expected Outcomes and Customer Journeys
Collective
Performance
Individual
Performance
Present Future
CustomerSuccess
Customer Life Cycle

13. Expected Outcomes and Customer Journeys
Collective
Performance
Individual
Performance
Present Future
We Are
Now Here
CustomerSuccess
Customer Life Cycle
A
Vendor+
Customer

14. Expected Outcomes and Customer Journeys
Collective
Performance
Individual
Performance
Present Future
We Are
Now Here
CustomerSuccess
Customer Life Cycle
A
B
Expected
Customer
Outcomes
Vendor+
Customer

15. Expected Outcomes and Customer Journeys
Collective
Performance
Individual
Performance
Present Future
We Are
Now Here
CustomerSuccess
Customer Life Cycle
A
B
C
Expected
Customer
Outcomes
Expected
Vendor
Outcomes
Vendor+
Customer

16. Expected Outcomes and Customer Journeys
Collective
Performance
Individual
Performance
Present Future
We Are
Now Here
CustomerSuccess
Customer Life Cycle
A
B
C
Expected
Customer
Outcomes
Expected
Vendor
Outcomes
Segment
2
Segment
3
Segment
1
Vendor+
Customer

17. Expected Outcomes and Customer Journeys
Collective
Performance
Individual
Performance
Present Future
We Are
Now Here
CustomerSuccess
Customer Life Cycle
A
B
C
Expected
Customer
Outcomes
Expected
Vendor
Outcomes
Segment
2
Segment
3
Segment
1
Customer Journey, Customer Outcomes, AX
Vendor+
Customer

18. Staying on Course - La Touraine Log Book (1904)

19. The Main CS CJ Building Blocks
Desired Outcome Timeline Personas
Segmentation Touch points Channels
Data collection and actions
Metrics

20. Recurring Revenue Boomerang

21. Recurring Revenue Boomerang

22. Operational Dimensions of the CJ Lifecycle
Scheduled
Manual Opportunity
Unscheduled Automated
Risk

23. Example of Customer Journey Lifecycle

24. 1 Origins of Customer Journey Mapping
2 CJM in Recurring Revenue Models
3 Segmentation & Creating Engagement Models
4 Benefits of Engagement Models
5 Introducing Automation
6 Audience Questions
Agenda

25. Why Segment ?
Meet Customer Desired Outcomes
Drive Growth
Scale Customer Success

26. Segmentation Criteria - TSIA Survey 2016

27. The Challenge
ARR < X K € / £
No ExpansionStrategic High Touch
Mid-Market Medium Touch
SMB Low Touch
High Value
Medium Value
Low Value
Segment Name Example StrategyValue Criteria Attribute Examples
ARR > X K €/£
Or Potential ARR > X K €/£
Or High Brand Influence
ARR ≥ X < Y K €/£
Or Potential ARR > X K €/£
ARR < X K €/£
No Expansion

28. Meet Customer
Desired Outcomes
& AX
Vendor Point of View
Segmentation Criteria: A Combined Customer + Vendor Approach
Customer Point of View

29. 1 Origins of Customer Journey Mapping
2 CJM in Recurring Revenue Models
3 Segmentation & Creating Engagement Models
4 Benefits of Engagement Models
5 Introducing Automation
6 Audience Questions
Agenda

30. Benefits of Engagement Models
Customers receive the AX to meet their objectives.
In turn, they stay longer, buy more and advocate
Facilitates vendor data optimisation and actions
Promotes vendor internal sponsorship
Facilitates vendor cross-functional operationalisation
Conforms to the financial needs of the business
1
2
3
4
5

31. Engagement Model Per Segment
High Touch
Medium Touch
Low Touch
Automated Action
Manual Action
Customer Life CycleOnboarding > Advocacy >
Contract Start Renewal Revenue Boomerang

32. 1 Origins of Customer Journey Mapping
2 CJM in Recurring Revenue Models
3 Segmentation & Creating Engagement Models
4 Benefits of Engagement Models
5 Introducing Automation
6 Audience Questions
Agenda

33. Automation Examples
H High Touch
L
• Set up an automated
welcome email
• Provide on-demand
training
• Share on-demand
“getting started”
resources
High Touch
• Get customer and
buying executive
together with you and
an executive from your
side
• Review last 90 days
• Show them their health
score breakdown
• Set KPIs for next 90
days
Low Touch
• Send an automated
email
• Include key statistics of
how the customer is
using the product
• How do they benchmark
against other customers?
• What is their health
score?
L H
• Salesperson
schedules meeting
with key
stakeholders
• Map out next steps
• Map out process of
doing onboarding
• Review customer
KPIs
Every touch point you set up with a customer is something that you can ultimately automate
Low Touch
Post-Deal Kickoff QBR / EBR

34. Conclusion
Keep in mind value to customers + your company
CS = CO + CX → UX + CX + AX
Segmentation informs the customer journey
Customise journeys by engagement model
Design affordable journeys through automation

35. 1 Origins of Customer Journey Mapping
2 CJM in Recurring Revenue Models
3 Segmentation & Creating Engagement Models
4 Benefits of Engagement Models
5 Introducing Automation
6 Audience Questions
Agenda

36. Virtual Conference
Replay starts at 09:00 GMT+1
Thursday, 10 August
gainsight.com/pulse/check
Local Networking Groups
Groups meet globally
access.gainsight.com/pulselocal
Largest Customer Success
Conference in Europe
28-29 November
gainsight.com/pulse/europe

37. Q&AQ&AQ&A

38. Thank YouThank YouThank You

40. INDEX

41. Mapping and operationalising the
proactive Appropriate Experience (AX) for
customers to achieve their evolving expected
business outcomes across their lifecycle.
Definition of CJM in Recurring Revenues

42. Customer Success and UX, CX and AX (Journeys)

43. Expected Outcomes and Customer Journeys
Collective
Performance
Individual
Performance
Present Future
We Are
Now Here
CustomerSuccess
Customer Life Cycle
A
B
C
Expected
Customer
Outcomes
Expected
Vendor
Outcomes
Segment
2
Segment
3
Segment
1
Customer Journeys + Success Milestones = AX
Vendor+
Customer

44. Recurring Revenue Client + Vendor Expected Outcomes =
Customer Journeys + 1st and 2nd Funnels

45. Aligning CJ and Internal Processes and Actors

46. Why Segment ?
Meet
Customer
Expected
Outcomes
Create
Customer
AX
Drive
Growth
Scale
Customer
Success
Meet Added
Value Vision
(Customer +
Vendor)
Customer Vendor

47. Persona Expected Outcomes Characteristics AX
Sales Feed and follow pipe, record and view
client data
- Pain points
- Expected outcomes
- Needs
- Motivations
- Aptitude
- Barriers
Sales coverage model
Marketing View and analyse client data, aggregate
with marketing automation data
Marketing coverage model
A Client Segmentation Persona AX Approach - Value to Customer
Example: CRM SFA Solution
Meet Customer
Expected Outcomes
& AX

48. Sales MT
Marketers MT
Sales HT
Marketers HT
Sales LT
Marketers LT
Segmenting: A Pyramid Approach By AX and Value
ARR < X K € / £
No Expansion High Touch
Medium Touch
Low Touch
High Value
Medium Value
Low Value
Segment Name StrategyValue Criteria Attribute Examples

49. The Importance of Value to Vendor and Customer
Proportionality to vendor and customer:
● Value
● Opportunity
● Risk
High Value
Medium Value
Low
Value
Risk
Expansion

50. A Dual “Static” and Dynamic Segmentation Approach
The best customer
segmentation strategy
delivers value to both
customers and
vendors and evolves
with customers’
journey success track
Dynamic
Segments
Customer
Lifecycle
Dynamics
“Static”
Segments
Value to
Customer &
Vendor

51. A Dual “Static” and Dynamic Segmentation Illustration
Lifecycle
Dependent
Segments
Predefined
“Static”
Segments
Common Vendor Focused Criteria “Static” AX Segment Examples “Dynamic” Cohort Examples

52. Segmentation: From Customer Account to Customer Success Value
Customer Account Segmentation Customer Success Segmentation
Main criteria:
- Financial value to vendor (usually based on
initial acquisition value)
- Size of customer (n°of employees)
- Market criteria: sector, geography
What we miss from this approach:
- Absence of customer goals
- Absence of expansion and success potential
- No consideration for success influencers other
than financial
Main criteria:
- Includes value to customer and vendor
- Customer: Expected business outcome/s
AX to get there
- Vendor: High/Med/Low Value: ARR/MRR
Future potential success/expansion
Main Benefits:
- Customers achieve goals, so stay longer, buy more and
advocate
- Vendors grow with their clients

53. Persona Expected Outcomes Characteristics AX
Sales Feed and follow pipe, record and view
client data
- Pain points
- Expected outcomes
- Needs
- Motivations
- Aptitude
- Barriers
Sales coverage model
Marketing View and analyse client data, aggregate
with marketing automation data
Marketing coverage model
A Client Segmentation Persona AX Approach - Value to Customer
Example: CRM SFA Solution
Meet Customer
Expected Outcomes
& AX

54. Sales MT
Marketers MT
Sales HT
Marketers HT
Sales LT
Marketers LT
Segmenting: A Pyramid Approach By AX and Value
ARR < X K € / £
No Expansion High Touch
Medium Touch
Low Touch
High Value
Medium Value
Low Value
Segment Name StrategyValue Criteria Attribute Examples

55. The Importance of Value to Vendor and Customer
Proportionality to vendor and customer:
● Value
● Opportunity
● Risk
High Value
Medium Value
Low
Value
Risk
Expansion

56. A Dual “Static” and Dynamic Segmentation Approach
The best customer
segmentation strategy
delivers value to both
customers and
vendors and evolves
with customers’
journey success track
Dynamic
Segments
Customer
Lifecycle
Dynamics
“Static”
Segments
Value to
Customer &
Vendor

57. A Dual “Static” and Dynamic Segmentation Illustration
Lifecycle
Dependent
Segments
Predefined
“Static”
Segments
Common Vendor Focused Criteria “Static” AX Segment Examples “Dynamic” Cohort Examples

58. Engagement Model Per Segment
High Touch
Medium Touch
Low Touch

59. Anticipating Automation
Why automate ? Some Automation Best Practices
Pre-requisites Some Additional Thoughts...
• Optimise the CX
• Provide the right message at the right time
• Technology scales what humans cannot do quickly
• Technology relieves repetitive tasks
• Free time for CSMs to work pro-actively on
success pans
• Definition of goals of automation and related
triggers and actions
• Accommodating tools and orchestration
• Data:
Available data at right time, real time
Aggregated data from all sources
Monitor risks and opportunities
• Automation is not synonymous with uncaring
• Messages, actions and CTAs need to be relevant
and help move customers up track
• Test messages prior to implementing
• Automation is not the answer to all situations
Customer Journey:
• Welcome mail
• Onboarding adoption KPIs
(adoption), CTA when off-
track
• Periodic NPS
• In App messages based
on usage progress
Processes:
• Automatic workflows
• Streamline playbooks
• Notification of users
leaving
• Regular usage reports
to champions