Introduction

Now that you’ve mastered managing customer interactions and feedback, it’s time to focus on understanding what your customers have purchased and identifying potential upsell opportunities. Managing customer entitlements and tracking whitespace in your product offerings are crucial steps in ensuring your customers are fully utilizing their investments and discovering new ways to grow their engagement with your products.

Why does this matter?

Knowing exactly what products and services your customers have can make a world of difference. It helps you:

• Maximize Utilization: Ensure customers are fully utilizing the products and services they’ve purchased.
• Identify Upsell Opportunities: Spot gaps in their product usage where additional features or services could add value.
• Enhance Customer Success: Provide tailored recommendations and support to drive better customer outcomes.

Centralizing this information in Gainsight ensures that your customer success team has the insights they need to drive value and growth for your customers.

Hot to get started

Ready to optimize your customer entitlements and uncover new opportunities? Here’s how you can get started:

Step 1: Display Customer Entitlements in the C360

1. Gather Entitlements Data: Collect data on the products and services each customer has purchased. This information might reside in your CRM or other systems.
2. Create Entitlements Reports: Use Gainsight’s Horizon Analytics to build detailed reports that list customer entitlements. Include metrics like current spend, license count, and utilization percentage.
3. Integrate with C360: Embed these entitlement reports within the C360 layout to provide a clear, accessible view of each customer’s product and service entitlements.

Step 2: Display Whitespace Reports in the C360

1. Identify Whitespace: Determine the products and services that customers have not yet purchased. This involves comparing their current entitlements with your full product catalog.
2. Build Whitespace Reports: Create reports that highlight these gaps, showing potential areas for upselling and cross-selling.
3. Enhance C360 with Whitespace Insights: Add these whitespace reports to the C360 layout, making it easy for your team to identify and act on upsell opportunities during customer engagements.

Step 3: Use Insights to Drive Growth

1. Analyze Utilization: Review the entitlement and whitespace reports to understand how customers are using their purchased products and where there are gaps.
2. Develop Engagement Strategies: Create targeted strategies to address underutilized products and promote relevant additional features or services.
3. Monitor Progress and Adjust: Continuously track customer utilization and engagement with your products, refining your strategies based on real-time data.

Gainsight features you'll need

• C360: To centralize and display customer entitlements and whitespace.
• Reports: For creating detailed entitlement and whitespace reports.
• Horizon Analytics: To build and analyze custom reports.
• Data Designer: To manage and structure the data effectively.

What’s next?

With a clear understanding of customer entitlements and opportunities, you’re well-equipped to maximize customer success and drive growth. Up next, we’ll explore how to document and utilize customer org hierarchies. Stay tuned for our next article on Map and leverage customer org hierarchies, where we’ll guide you through capturing and leveraging key organizational insights to enhance your customer engagement strategies.

Stay tuned, and happy selling! 🎉

Further reading and inspiration

Blog: Harnessing the Power of Centralized Data For Your Team