Managing High Account Load
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The document outlines strategies for managing high account volumes in customer success, emphasizing the importance of understanding customer needs, team structures, and the challenges faced in tracking customer lifecycles. It discusses the need for scalable solutions to enhance communication, track customer engagement, and reduce churn while identifying key risk drivers. Key features and best practices, including automation and scorecards, are suggested to improve efficiency and customer relationships.
Managing High Account Load
- 1. Managing a High Account Volume Chelsea Taylor & Aurelia Wollen Customer Success Team
- 2. Introductions Aurelia Wollen Customer Success Manager Chelsea Taylor Customer Success Manager
- 3. • Housekeeping • V3D Overview • Considerations for Scaling • Processes to Roll-Out & Features to Leverage • Questions Agenda
- 4. V3D Overview
- 5. ©2015 Gainsight. All Rights Reserved. V3D Model • Value • Discovery - through assessing the needs of our customers • Delivery - through defining a team structure and processes that allow for scale • Demonstration - through maintaining a best-in-class relationship
- 7. ©2015 Gainsight. All Rights Reserved. Customer Considerations- Discover • What are the needs of our customers? • How complicated is our product? • How much support and guidance do our customers need? • Do our customers have the knowledge and training needed to use our product independently? • How automated are our lifecycle events (ie. renewals)? • Can we offer a 1:many experience that won’t negatively impact customer satisfaction?
- 8. ©2015 Gainsight. All Rights Reserved. Team Structure – Discover Dedicated CSMvs.Pooled Model Benefits: • Quick to scale • No need for dedicated resource per each account • Ability to manage high volume of accounts Benefits: • Personalized relationships with customers • Designated POC for escalations • Traditional model that most customers are familiar with and expecting Considerations: • No named POC for customers • Potential for things to slip through the cracks • Need a defined plan internally for who on the team owns what Considerations: • Potentially limits scale • Need to ensure touch-points with customers are manageable amount for CSMs • Customers may not be “low-touch”
- 9. Processes to Roll-Out & Features to Leverage
- 10. ©2015 Gainsight. All Rights Reserved.©2015 Gainsight. All Rights Reserved. We don’t have a consistent way to track customers’ goals throughout their lifecycle We don’t have a scalable way to show customers how they use our product/service We are seeing churn due to customers not seeing ROI or business value We need to give management visibility into CSM efforts and impact We need a way to report on retention, upsell, and churn We need a way to forecast retention, upsell, and churn We don’t know which accounts are at risk, and which we can impact or de-prioritize` We are seeing churn due to low adoption We are seeing churn due to low-value adoption (e.g. not using new or advanced features) We are seeing churn due to functionality gaps in the product We are seeing churn due to product stability or quality issues We are seeing churn due to poor customer satisfaction We are seeing churn due to loss of our key customer champion We are seeing churn due to customer service issues Our field reps and execs are sometimes blindsided by customer risks Our sales reps and account managers are sometimes blindsided by customer risks during a sales cycle We don’t have a consistent view of customer health across our company We don’t know what’s driving risk and success in our customer base We need a way to track customer relationships across complex customers, multiple products We have accounts we can’t touch with manual outreach that need proactive attention We are seeing customer satisfaction issues due to poor hand-offs from sales to CSM We spend too much time preparing for Executive Business Reviews CSMs have too many repetitive interactions with customers It takes customer-facing team members too long to prepare for customer meetings We need to increase the ratio of accounts a CSM can handle to make CSM more cost effective We don’t know which customers to use as references and in marketing activities We have no way to track our sponsors as they go to new companies in a scalable way We don’t know which customers are trending toward needing more capacity It’s too manual for us to spot customer overages We don’t know which customers are good candidates for upsell We don’t know how to turn happy customers into advocates Business Challenges OPERATIONALIZE Customer Lifecycle MANAGE Customer Risk DRIVE Expansion & Advocacy ENABLE Cross-Functional Visibility DEMONSTRATE Value 1 2 3 4 5 6 1 2 3 4 5 6 7 8 1 2 3 4 5 6 1 2 3 4 5 1 2 3 4 5 6
- 11. ©2015 Gainsight. All Rights Reserved.©2015 Gainsight. All Rights Reserved. Business Challenges 1. We have accounts we can’t touch with manual outreach that need proactive attention 2. We are seeing customer satisfaction issues due to poor hand-offs from sales to CSM 3. We spend too much time preparing for Executive Business Reviews 4. CSMs have too many repetitive interactions with customers 5. It takes customer-facing team members too long to prepare for customer meetings 6. We need to increase the ratio of accounts a CSM can handle to make CSM more cost effective 7. We don’t have a way to operationalize or track our customers’ lifecycle OPERATIONALIZE Customer Lifecycle MANAGE Customer Risk DEMONSTRATE Value DRIVE Expansion & Advocacy ENABLE Cross-Functional Visibility 5 Pillars of Customer Success
- 12. ©2015 Gainsight. All Rights Reserved.©2015 Gainsight. All Rights Reserved. Challenge: We need to increase the ratio of accounts a CSM can handle and make CSM more cost effective Feature: Scorecards Lifecycle Management: Planning Benefits • Improve scale and efficiency in customer communications by auto-triggering one-to-one or one-to-many email outreaches • Complement the CSM team with triggered emails based on health score elements • Track effectiveness of outreach via analytics Drive efficiency / cost avoidance by increasing the Customer-to-CSM ratio as you scale Business Impact Benefits Business Impact Features: Copilot, Reports
- 13. ©2015 Gainsight. All Rights Reserved.©2015 Gainsight. All Rights Reserved. Business Challenges 1. We don’t know which accounts are at risk, and which we can impact or de-prioritize 2. We need a scalable way to understand and improve customers’ adoption trends 3. We are seeing churn due to low-value adoption (e.g. not using new or advanced features) 4. We are seeing churn due to functionality gaps in the product 5. We are seeing churn due to product stability or quality issues 6. We are seeing churn due to poor customer satisfaction 7. We are seeing churn due to loss of our key customer champion 8. We need a scalable way to understand and improve customers' support experience 5 Pillars of Customer Success OPERATIONALIZE Customer Lifecycle MANAGE Customer Risk DEMONSTRATE Value DRIVE Expansion & Advocacy ENABLE Cross-Functional Visibility
- 14. ©2015 Gainsight. All Rights Reserved.©2015 Gainsight. All Rights Reserved. Challenge: We don’t have a scalable way to show customers how they are using our product/service Feature: Scorecards Value Demonstration: Adoption Emails Benefits Business Impact Benefits Business Impact Features: Adoption, Reporting, CoPilot • Drive adoption by showing current engagement to your adoption champion • Share the right data at the right time to drive action • Demonstrate value by showing engagement • Increase retention and expansion easier by demonstrating value • Replace previously manual work
- 15. ©2015 Gainsight. All Rights Reserved.©2015 Gainsight. All Rights Reserved. Challenge: It’s too manual for us to spot customer overage Feature: Scorecards Expansion & Advocacy: Customer Overages Benefits Business Impact Benefits Business Impact Features: Reporting, Cockpit • Identify customer overages earlier • Save time by automating reporting and alerting • Automate outreach to customers about overages • Gain overage revenue sooner • Drive efficiency by replacing manual effort
- 16. ©2015 Gainsight. All Rights Reserved.©2015 Gainsight. All Rights Reserved. Challenge: We don't know across the company what's driving risk and success in our customer base Feature: Scorecards Cross-Functional Visibility: Internal Business Review Benefits • Scorecards summarize health across your most critical metrics • See components over time to see exactly why overall scores changed • Quickly visualize your customer base and uncover new patterns to risk and success Reduce churn by identifying key risk drivers across the company Business Impact Benefits Business Impact Features: Scorecards & Reports
- 17. ©2015 Gainsight. All Rights Reserved. Features to Leverage- Deliver • CoPilot – scale outreach and communications • CTAs – indicate key lifecycle moments • Reports / Dashboards – capture trends • Customers Tab – understand accounts at a glance
- 18. Best Practices
- 19. ©2015 Gainsight. All Rights Reserved. Best Practices – Deliver & Demonstrate • Develop a 1:many communication strategy • When is this appropriate or advantageous? • What CSM touches and outreaches can I automate? • Leverage CTAs and Dashboards in conjunction to get the most efficient and effective insights • What does a CSM need to take action on or be alerted to? • What CTAs are necessary? Is this an amount that will clutter Cockpit? • What can a CSM understand to take action on from a dashboard? • Customers Tab • What information do I need to include to get my CSMs information as quickly as possible?
- 20. ©2015 Gainsight. All Rights Reserved. Additional Resources to Augment CSM Support – Demonstrate Community Gainsight Go Blog Posts Webinars Support Admin Office Hours
- 21. Questions?