Introduction
Fragmented customer data scattered across multiple platforms isn't just a nuisance—it’s a significant barrier to efficiency and growth. Managing customer success becomes more complex without a unified view of your data. Centralizing customer data empowers your team by creating a single source of truth, providing a comprehensive view of customer segments, personas, journeys, and experiences. This reduces data silos, eliminates inconsistencies, and improves data quality by removing duplicates and outdated information.
This guide is designed to help you centralize your customer data within Gainsight, offering a 360° view that enables your team to work smarter, not harder. From integrating your CRM to leveraging usage data and managing customer interactions, we'll walk you through each crucial step.
Step 1: Centralize and Integrate Customer Data for a Unified View
To get started, you need to create a comprehensive view of your customer data by integrating various data sources into Gainsight.
Key Activities:
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Use Gainsight’s connectors to pull in data from CRM, support ticket systems, and other platforms.
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Organize key customer data and applications in the C360 layout for easy access and visualization.
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Create specialized C360 layouts for different customer segments and user roles to prioritize relevant information.
Step 2: Manage customer interactions and feedback
Logging and analyzing customer interactions and feedback gives you deeper insights into customer experiences, enabling proactive engagement.
Key Activities:
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Log all customer communications using Gainsight’s Timeline feature.
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Capture customer interactions automatically from your email system with Gainsight Assist or BCC to Timeline.
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Import survey results from external tools using Gainsight’s connectors and create dashboards to display survey results.
Step 3: Manage customer entitlements and opportunities
Track what products and services your customers have purchased and identify potential upsell opportunities to maximize their utilization.
Key Activities:
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Gather entitlement data from CRM or other systems on purchased products and services.
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Use Horizon Analytics to build detailed reports on entitlements and identify potential upsell opportunities with whitespace reports.
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Embed these reports in the C360 layout for easy access and analysis.
Step 4: Map and leverage customer org hierarchies
Documenting and understanding your customer’s organizational structure helps tailor your interactions and improve engagement strategies.
Key Activities:
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Collect key contact information and organizational data from sales and account management teams.
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Use Gainsight’s People Maps to visually represent the organizational structure.
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Embed People Maps in the C360 layout for easy access by your customer success team.
Step 5: Unify cross-functional team workflows with Gainsight
Integrating workflows from different teams into Gainsight enhances collaboration and efficiency across your organization.
Key Activities:
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Identify key workflows from sales, support, and marketing teams that impact customer success.
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Integrate these workflows into Gainsight using data connectors.
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Centralize and display integrated workflows in the C360 layout and create unified dashboards for comprehensive visibility.
What’s next
By following this series, you'll gain a comprehensive understanding of how to leverage Gainsight to centralize your customer data, enhance collaboration, and drive better customer outcomes. Each article builds on the previous one, creating a cohesive learning path that equips you with the tools and strategies needed to transform your customer success operations.
Stay tuned as we dive deeper into each of these topics, providing you with actionable insights and practical guidance on leveraging the Gainsight platform to its fullest potential. Happy reading!
Further Reading and Inspiration