Customer Lifecycle CTA's

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Child-like Joy
Customer Lifecycle Calls To Action (CTAs)

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Child-like Joy

Tracy Zundel
Customer Success
Director

Michelle Macksood
Sr. Customer Success
Manager

Goals for today’s webinar
•  Overview & value of Lifecycle CTAs
•  Examples of commonly leveraged Lifecycle CTAs
•  Managing Lifecycle CTAs
•  Best practices & key takeaways
•  Interactive Q&A

What is a Lifecycle CTA?
•  CTAs are data or lifecycle alerts which can be added manually by a
user or automatically based upon business rules
•  CTAs can be categorized as a Risk, Opportunity, Event, or a
“Custom type”
Call to Action
(CTA)
Lifecycle CTAs
Lifecycle CTAs are “Events”; they are
typically time-based and scheduled
events along the customer journey
Non-Lifecycle CTAs
Unscheduled events along the
customer journey
Today’s focus

Why Implement Lifecycle CTAs?
Lifecycle CTAs…
•  Help CSMs know who they need to be taking action with and when
•  Help CSMs stay organized and manage workflow & customer interactions
•  Help provide standardization across the team
•  Help provide guides and best practices for newer CSMs
•  Allow for coordination & collaboration with others at the organization
•  Allow CS team to be more proactive vs. reactive with customers

How do you go about implementing Lifecycle CTAs?
Implementing & rolling out Lifecycle CTAs
Who’s Responsible Actions
Strategic Business
Leaders
•  Define the customer journey for each of your customer segments
•  Define the customer Lifecycle CTAs (“Events”) along the customer journey for each of your
customer segments
Strategic Business
Leaders / Team Managers
•  Along with end users define processes (playbooks with associated tasks) that should be
associated with each Lifecycle CTA
Gainsight Admin •  Build out Automated Lifecycle CTAs in Gainsight using the Rules Engine
Business Leaders,
Gainsight Admin,
Managers
•  Test Lifecycle CTAs to ensure correct accounts and CTAs are being populated after rules are
written
Gainsight Admin,
Managers, Adoption
Champions
•  Use “Crawl, Walk, Run” approach when rolling out Lifecycle CTAs (only rollout ~1-2 CTAs at a
time ever ~1-3 weeks
•  Training session should be schedule with team explaining how team can start using Lifecycle
CTAs and processes built into Gainsight
•  Review team feedback around Lifecycle CTAs during team meetings or office hour sessions:
listen to team ideas and incorporate feedback to ensure CTAs and associated Playbooks are
optimized and the team is adopting
1
2
5
3
4

Contract
Signature
Contract
Expiry
Proactive
(Scheduled)
Reactive
(Unscheduled)
Welcome/
Kickoff
Initial User
Training
Low
Adoption
Detractor
NPS Survey
Health
Check
Exec
Business
Review
1:M
Product
Releases
Ongoing
Product
Education
Renewal
Negotiation
Multiple
Support
Tickets
Increase in
Usage
Champion
Leaves
Positive
NPS Survey
Decline in
usage
Usage at
95%
Calls-‐to-‐Ac*ons

CoPilot

Usage
Data

Integra*on

Sponsor
Tracking
Reports/Dashboards

Customer360
Health

Score

Go Live
Na*ve

Surveys

CSAT/ NPS
Survey
Success

Snapshots

1:M
Training
Webinars
Playbooks
&

Workﬂow

Renewal
Preparation
Example Customer Lifecycle Journey
New Customer/
Onboarding
Launched
Adopting/
Seasoned Customer
Renewal

Contract
Signature
Contract
Expiry
Proactive
(Scheduled)
Reactive
(Unscheduled)
Welcome
/Kickoff
Initial User
Training
Low
Adoption
Detractor
NPS Survey
Health
Check
1:M
Product
releases
Ongoing
Product
Education
Renewal
Negotiation
Multiple
Support
Tickets
Increase in
Usage
Champion
Leaves
Positive
NPS Survey
Decline in
usage
Usage at
95%
Calls-‐to-‐Ac*ons

CoPilot

Usage
Data

Integra*on

Sponsor
Tracking
Reports/Dashboards

Customer360
Health

Score

Go Live
Na*ve

Surveys

CSAT/ NPS
Survey
Success

Snapshots

!:M Training
Webinars
Playbooks
&

Workﬂow

Renewal
Preparation
Example Lifecycle CTAs along the Customer Lifecycle Journey
Adopting/
Seasoned Customer
Renewal
New Customer/
Onboarding
Exec
Business
Review
Launched

In-depth look at Gainsight Lifecycle CTAs
Welcome/Kickoff
Initial User Training
Go Live
Health Check
Exec Business Review
Renewal
-  Review contract/SOW & pre-sales data in c360
-  Schedule & conduct internal sales to customer org handoff
-  Plan for and conduct customer Strategy Meeting
-  Post notes & next steps to Chatter
-  Build customer Success Plan and share with customer
-  Reach out to PM to validate status/ progress of customer following implementation workshop
-  Schedule & conduct Strategy Session check-in with customer
-  Guide customer through training plan & share adoption best practices outline
-  Move customer to launched & add to usage report
-  Update info on SFDC: Customer Type & Personas (Roles)
-  Update Features tab in c360
-  Reach out to customer and ensure end user training has happened & team is adopting
-  Move customer to adopting stage
-  Review c360
-  Reach out to Adoption Champion & Decision Maker to schedule Health Check call
-  Conduct call including usage update and adoption best practices deck
-  Post call notes & next steps to CTA Chatter feed
-  Review c360
-  Reach out to Adoption Champion & Decision Maker to schedule EBR
-  Build EBR deck using Success Snapshot deck to highlight ROI, goals, & project status
-  Circulate presentation internally for review
-  Meet with customer to present findings; validate ROI & re-affirm value
-  Send summary & action items in follow-up email
-  Create Success Plan, post meeting notes & next steps to CTA Chatter feed
-  Review c360
-  Prepare renewal order form
-  Contact Decision Maker & Contact Signer to confirm renewal objectives & process
-  Confirm intent to renew and update opportunity stage
-  Send renewal order form via Echosign
-  Close SFDC opportunity; upload quote & signed order form to Box
-  Chatter any notes from renewal process
CTA Associated Playbook/ Tasks

Where will you find Lifecycle CTAs?
Lifecycle CTAs will appear in your Gainsight Cockpit, generally as an “Event”
CSMs can filter by
•  Type = Event
•  Priority = High
And/or Sort by
Due Date

Where will you find Lifecycle CTAs?
CSMs can also manage their
CTAs through the Cockpit
Calendar View
https://support.gainsight.com/hc/en-us/articles/207338487-How-a-Gainsight-CSM-Uses-
Cockpit-9-min-video-
How Gainsight CSM Uses Cockpit:

Automated Lifecycle CTAs
Automated CTAs are created using the Gainsight Rules Engine
•  Lifecycle CTAs can be based on customer segments or tiers, as
well as your CS management team model
o  Examples:
Ø  You have 3 different tiers with 3 distinct customer
journeys, so CTAs must be tailored accordingly
Ø  You have 4 different people responsible for the lifecycle
touches, such as implementation, CSM, Technical
Account Manager, Renewal Rep, so CTAs go to each
responsible owner
Ø  You have 1 CSM that handles the entire lifecycle -
onboarding through to renewal – so all CTAs go to them

Managing Lifecycle CTAs
Options for greatest efficiency and momentum:
•  Example: Auto-fire desired lifecycle CTAs starting with touches occurring
every 30 - 60 days (i.e. health checks, health check follow-up, QBR, etc...)
Ø  If CSM completes the CTA touch point with "closed-complete", the
next lifecycle CTA will fire so there's always an open CTA with the
next planned part of the journey showing
o  Bonus: If the customer contacts them, they can resolve the
current issue and potentially handle the next milestone in the
journey all at once!
Ø  If CSM reaches out to the customer for the touch point but doesn't
get a reply or is unable to complete the touch point, the CTA is
automatically closed with "closed-incomplete" status after X number
of days
o  Then the next lifecycle CTA will fire so they stay on track with
the planned journey

Manual Lifecycle CTAs
Routine processes or individual practices can often be replaced by
creating Manual CTAs in Gainsight for greater efficiency and
increased visibility
Add CTA

Manual Lifecycle CTAs
Tip: Create a recurring
CTA against an
internal Account if an
action needs to be
taken across all
customers on a
regular basis

Tip: Great source of information on recent Lifecycle Events
when transferring accounts from one CSM to another
View closed CTAs in your Customer 360 for a quick view of recent activity

Use Lifecycle CTAs to track activity, take notes and keep a comprehensive
historical log on the account
•  The CTA Comments Section is used to note information on a specific CTA
•  CTA Chatter allows you to Share notes on the progress and outcome of an
Action or Task
Gainsight CSMs use
Comments to
collaborate with others
on important upcoming
Lifecycle Events
Chatter is used
extensively to record
information on
customer activity

Spotlight: Innovative Use Case
•  Create Lifecycle CTA for all customers signed up for event, such as an annual
user conference
Ø  Playbook includes single task for individuals such as Sales Rep,
Marketing Rep, and CSM for every customer attending
•  Task is goal for that particular customer during the conference, for
example
•  Sales Rep - VIP dinner
•  Marketing - Enterprise tier customer breakfast
•  CSM – Introduce to another customer
•  Each add notes on plans, progress
•  Provides visibility to what is going on with that particular customer, across the
board
•  Using Gainsight mobile allows convenient access on the move!

Managing Lifecycle CTAs - Milestones
Lifecycle CTAs can be marked as important Milestones for the
customer in Gainsight and used to assess impact in the Customer 360
Kick-Off Training EBR
Product
Release
Renewal
Stage
Change

CTA Milestones can be
•  Designated manually by the CSM in Cockpit
•  Built into the lifecycle CTA rule and automatically triggered
when it’s closed* Milestone
https://support.gainsight.com/hc/en-us/articles/213120527--NEW-Tutorial-Creating-Milestones-via-the-Rules-Engine
* New Gainsight Tutorial: Creating Milestones via the Rules Engine:

You can also track
Milestones in
reports created
Gainsight's Report
Builder

First: Map out your Customer Journey
Define Customer Stages
•  Depending on where a
customer is in their lifecycle
with your organization, their
needs will differ
•  Outlining clear customer
stages allows you to get
smarter about how you
engage with customers at
these different points
•  Example Stages: New
Customer, Implementation,
Adopting, Established, Expert
Identify Touchpoints
•  Scheduled: Key engagements
you plan for to usher
customers through their
journey – Lifecycle CTAs
•  Unscheduled: Touch points
you’ve not planned; driven
based on key customer
signals you react to
Consider Best Practices
•  Think about how your team
should engage with
customers at each key
touch point (scheduled or
unscheduled)
•  Create different CTAs for
tiers or segments, when
appropriate
•  Utilize Playbooks with Tasks
outlining steps to address
each scenario

Best Practices & Key Takeaways
•  Follow “5 step guide” on implementing and rolling out Lifecycle
CTAs
•  Remember “Crawl, Walk, Run”
Ø  Gradually roll out new CTAs to facilitate change management
Ø  Focus on high value CTAs:
§  Which will most help your CSMs manage their workflow?
•  Implement a closed loop feedback process
Ø  Allow CSMs continual input into CTAs to drive ownership and
participation
Ø  Use Playbooks as simple checklist with rule-of-thumb best practices
and a great training tool for new hires
•  Clearly communicate change – no surprises!

Best Practices & Key Takeaways
Use Lifecycle CTAs as your Customer GPS

Ongoing Adoption Management
Hold “Office Hours”
•  Encourage team members to
ask questions, share feedback
•  Highlight applicable new
product feature and use cases
•  Talk about what Gainsight can
replace (i.e. customer activity
checklists, account plans)
Create a Gainsight
Chatter Group
•  Encourage CSMs to post queries
and suggestions
•  Designate group champions
Give a small prize or incentive
for best stories, ideas or
questions
Proactively Gather Feedback
•  Hold feedback sessions -
identify core group and/or
rotate participants
•  Solicit input on what’s working,
what’s not working and why
•  Circulate internal survey to
gather for ideas
Make Power Users your
Adoption Champions
•  Have star CSMs showcase how
they use Gainsight and relate
success stories and suggestions
•  Recognize top contributors with
a monthly award or reward
•  Cultivate additional Adoption
Champions within your team!
Establish usage goals
•  Identify objectives across team
and for individuals
•  Recognize/ reward those that
achieve or exceed goals
•  Encourage people to team up
and share tips and ideas

Ongoing Adoption Management
Continue to gather feedback, refine processes
•  Regularly check in with team members to get input on current and new processes, CTAs
and Playbooks
•  Document and share the positive feedback, issues and resolution plans with entire team
•  Use Gainsight resources: Community and Support Portal
•  Schedule time with your Gainsight CSM to discuss ideas and best practices

QUESTIONS?

Customer Lifecycle CTA's

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