Scaling Success Through Layered Communication...After | Alert - Product Disengagement - Communicate...

©2017 Gainsight. All Rights Reserved.

CLICK TO EDIT MASTER TITLE STYLE

Scaling Success Through Layered Communication

Derek RobertsHubSpot

#Pulse2017


➢ 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


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


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


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


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


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

…


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?


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


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


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


Before | Alert - New User Added - Manual Process

Customer adds a New User in HubSpot Portal Automated email sent to Customers


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


THANK YOU


#Pulse2017

Scaling Success Through Layered Communication...After | Alert - Product Disengagement - Communicate...

Documents

Transcript of Scaling Success Through Layered Communication...After | Alert - Product Disengagement - Communicate...