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Scaling Success Through Layered Communication
Derek RobertsHubSpot
#Pulse2017
©2017 Gainsight. All Rights Reserved.
➢ Understand your market and your engagement strategy
➢ Customer Application as an active participant in Customer success (IoT)
➢ Scale through layering communication mechanisms dependent on consumption tracking
action
Key Themes
©2017 Gainsight. All Rights Reserved.
Engagement Strategy
EnterpriseSMB Mid-Market
G&A Funded
Paid Service Package
Market Segmentation
Funding Mechanism
Automated communication for scale
Allows for more white glove staffing
What do your customers look like?
Approach
©2017 Gainsight. All Rights Reserved.
8+
NEW USER
ALERTPotential Deployment
Restart
X-SELL
POC REMOVED
ALERT
USAGE DROP
ALERT
X-SELL
Reactive Lifecycle
Proactive Lifecycle
KPI
ONBOARDING
3 m 6 m 9 m12
m
15
m
18
m
21
m24 M
Account Relations & Transaction Management
CUSTOMER VALUE
HEALTH CHECK
Customer Lifecycle | Unified State
Potential Deployment Restart
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Late/Declined Payments Pay Now Renewal
MGT
Projects
Buy Now
Resources
Onboarding
Account Relations Transaction Management
Proactive Lifecycle
HubSpot In Portal
Renewal Management
Billing Events Contact Updates
Knowledge Base
Support
User Disengagement
Reactive Events
Offers
+/- AlertsCustomer Value
Academy
Scaling Happens at the Process Level
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Hubspot Portal initiates becoming active participant in Customer Success.Customer initiates with HubSpot processes through self-aware, consumption tracked, HubSpot Portal.
Today Future
Manual Email
Phone
In Portal
Automated Email
Phone
Empower Customers through Layered Communication
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Manually sent email
Manually dialed phone calls
Automated Email
Snail Mail
Understand Your Comunication Landscape
What types of communication are available to you?Do they fit your engagement strategy?
In application message center
A customer portal
Auto dial phone calls
Text
…
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Some workflows call for a simple notification
Workflow & Consumption Tracking
Some require Consumption or Action
Leverage Consumption and Action
Designing Workflow
Email Opened?
Customer Portal Message opened?
Was the bill paid? Did usage change?
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Start Small - Choose a single process
Map the process as it is today
Determine Communication Method(s)Do you need to progress to resolution?
Select a workflow tool – Gainsight tools?
Get consumption / resolution information into the database used by the workflow tool
Build your flows
Mapping a Successful Path
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Before | Alert - Product Disengagement - Manual Process
Alert automatically generated w/relevant info.CSM/CC reviews Alert and follows Playbook to frame Customer outreach
Manual Email Phone Call
CSM/CC manually assesses and closes out Alert
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After | Alert - Product Disengagement - Communicate in Portal
Alert! - It looks like your Marketing Actions have taken a steep dive!
Schedule Call w/ Value Specialist
This is a known issue. I’m all set.
Help me get back on track
HubSpot initiates w/Customer on drops in product usage and presents actionable next steps
Automated Email Phone call
Consumption Tracking Across All Communication Layers
©2017 Gainsight. All Rights Reserved.
Before | Alert - New User Added - Manual Process
Customer adds a New User in HubSpot Portal Automated email sent to Customers
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Alert! -Welcome to HubSpot! Let’s get you optimizing HubSpot and learning about all that HubSpot has to offer.
After | Alert - New User Added - Automated Process
Consumption Tracking Across All Communication Layers
Schedule Call w/ Value Specialist
Thanks, but I’m already a HubSpot Pro.
Help me get Started
Automated Email
HubSpot initiates with New User in portal and provides actionable next steps
Phone call
©2017 Gainsight. All Rights Reserved.
THANK YOU
©2017 Gainsight. All Rights Reserved.
#Pulse2017