How Redbooth Maximizes Customer Success with Gainsight
Using Gainsight to engage with customers, make them successful and create Delight in 5 steps
On LinkedIn, my job title reads: “Customer Experience Executive who creates Customer Delight.” I often get asked what Customer Delight is. It’s simple, a delighted customer is one whose business you’ve earned. They have experienced the value proposition of your product and maybe even let other people know how much they like it.
In Net Promoter Score terms (a common customer success measurement scale), these are your “promoters.” Studies have shown that promoters have a greater-than-average Customer Lifetime Value.
It’s worth noting that a Delighted Customer may not always be “happy.” There will be ups and downs with your product. They may not like a feature change or enhancement. They may have a lingering support issue. Delighted Customers are those who are able to see that you are helping them solve a problem they have and those Customers will stick around.
I’ve worked at several enterprise companies: VeriSign, PayPal and Intuit. I’ve taken that experience to several start ups, with Redbooth being my current home. I’ve boiled down the lessons I’ve learned at all of those companies here for you to use, whether you’re also in the field of Customer Success or are simply committed to delighting your customers. It is very beneficial to have a Customer Success Platform to help you manager your customer base.
At Redbooth, we’re using Gainsight. If you’re getting started with Gainsight, it can be overwhelming. If you’ve taken a look, Gainsight has more options than most cars. I’ve outlined the top 5 things Redbooth is doing with Gainsight so that you can also create Customer Delight, without losing your mind.
1. Identify your use cases
The first step in this process is establishing your use cases. At Redbooth, our customer success managers (CSMs) work with our customers to understand their needs and workflows. We then create internal templates to help with future on-boarding. The next step is crucial: we then turn these templates into play-books that we use with our customers. For example, we have most of our play-books based around verticals. The Redbooth workflows we provide will be different, as will the approach we take, but the end result is the same. We help our Customers maximize their work productivity using Redbooth.
If you’re just getting started, a good first step is to make sure you understand the personas that make up your user base. From there, schedule a meeting with different customer personas to understand what main obstacle they are facing. Then, ask the customer questions around how their business runs currently. Finally, you can inquire about their work process. With this information in hand, you can start to create collateral for use cases.
As you have more meetings with customers, you’ll be able to create more collateral. Then, go back and tweak your play-book to incorporate these new learnings. I have also found it useful to run these ideas by a product manager or owner for feedback. It has proven to be very useful for tweaking your collateral.
2. Track your Net Promoter Score closely
Gainsight has a built in NPS system that is simple and straight forward to use. Gainsight handles tasks within their platform through CTAs (Calls To Action), which are triggers that tell our CSMs when to engage with a customer proactively. We initially utilized this system for our first NPS surveys and created CTAs for detractors. The CTA steps included doing research on support ticket activity, searching our product forums to see if there was any previous feedback, and looking over account health. We also reached out to each customer that was not a promoter.
For our non-csm accounts (those that don’t have a dedicated manager), we focus on a smaller subset of the most critical detractors.
We then take the comment feedback and aggregate it. Once we have this information we work with our internal teams (mainly Product Development) to get them addressed.
Some of the feedback ends up leading toproduct improvements or feature enhancements. Other times it leads to improving a process or implementing better agent training or adding knowledge base articles. The key here is to ensure that you are tracking the comments over time and using this information to take actions that benefit your customer. Also, don’t just talk to your CSM based accounts. Be sure to talk to non-CSM accounts so you can get a balanced view of what your customers want. For more on Customer Delight, see this related article. The article covers Three Keys to Customer Delight and is written by Jon Sonnenschein, our COO and Head of Product.
3. Import your product usage data
Upload your product usage data into Gainsight to get the most out of it. Here are four things we track at Redbooth:
- Number of sessions (total and individual)
- Number of tasks created (we build a task and project management SaaS product, after all)
- Number of comments/updates (these are people who commented on a created task)
- Seats used/seats available (seat utilization rate)
To make this data actionable, we create CTAs within Gainsight. We then take each of the three pieces of usage data and assigned specific thresholds to them. We then map each of these to either Red, Yellow or Green CTAs. After that, we create specific play-books for the CSM for accounts that are Yellow or Red.
Individual CTAs are fine, however, this doesn’t give us a great overall picture of account health. We take the average of the different CTAs for each customer and assign them a value. In our case, Red is 0–50, Yellow is 51–80 and Green is 81–100.
These CTAs help your CSMs prioritize their day, starting with the lowest scored CTA. Each CSM can also proactively work on any dips in usage or seat utilization before it becomes a problem.
4. Identify upcoming renewals at least 90 days out
We have also set up a CTA for renewals. The CSM receives this CTA 90 days from the renewal date. Why 90 days? This allows the CSM plenty of time to research any potential impediments to renewal.
With the CTAs we set up earlier, there should be no surprises for the CSM. This CTA also allows the CSM to review account health and support activity. The CSM will also check the feature request forums. This work allows the CSM to be proactive instead of reactive when it comes to any potential pitfalls.
There are also CTAs set up around the % of seats that a customer is using. This gives us a warning around any possible contraction or expansion that could occur.
5. Set up and use Co-Pilot for your one-to-many accounts
While it would be great for all customers to have a dedicated CSM, this isn’t scalable. Gainsight tackles this challenge with Co-Pilot. This system allows easy one-to-many communication.
Redbooth uses Co-Pilot for customer communication within the first 60 days. We send emails both to administrators and users of Redbooth. Some of the topics we cover include:
- Initial welcome with links to Getting Started videos and theHelp Center
- On-boarding — both for participants and admins
- An explanation of all the features of Redbooth
- Using Redbooth to plan your day
- Redbooth Pro Tips
Co-Pilot allows us to make the customer aware of the value proposition Redbooth provides. It allows customers to be more efficient and allows us to keep customers engaged at scale. Customers are able to be successful without significant one-to-one engagement.
We also use Co-Pilot to create CTAs for non-CSM customers who fall into a troubled account status. This allows us to be proactive with customers who may fall into a pattern that could lead to churn. While we do automate most pieces, we do have a Customer Outreach Manager role. This person acts as a mass-scale CSM for our broader customer base. This allows us to be proactive with accounts that need it most.
And that’s all folks…
Hopefully this article provided you with a baseline on how to utilize Gainsight to maximize your investment in Customer Success. All five steps are meant to allow you to remain engaged with your customers, provide an avenue for them to give you feedback, and ensure there are no obstacles come renewal. You should also be able to see the importance of also having a one-to-many account strategy. Following these steps will get you on the path to an engaged customer base, improve the efficiency of your Customer Success Team and create Customer Delight.