Introduction
Some customers may struggle to engage fully during the onboarding and early adoption phases, which can increase their risk of churn. Proactively identifying low-engagement customers and reaching out with targeted actions allows your team to re-engage them before they lose momentum. This article will guide you through setting up and deploying targeted CTAs (Calls to Action) in Gainsight to address low engagement, ensuring each customer receives the personalized support they need to stay on track.
Step 1: Define Low-Engagement Indicators
To engage low-engagement customers effectively, first identify the signals that indicate early signs of disengagement. Clear, quantifiable indicators allow you to set up automated triggers that notify your team when action is needed.
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Product Usage: Track feature adoption rates to spot customers who aren’t exploring core functionalities. Use Adoption Explorer to monitor key features and determine usage patterns that indicate healthy engagement versus low adoption.
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Login Frequency: Customers who log in infrequently or haven’t logged in for an extended period may require additional guidance. Use Scorecards to track login frequency and identify disengaged users.
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Engagement with Onboarding Materials: Track completion rates for Success Plan tasks or engagement with training resources. Customers who have not completed essential onboarding steps may need intervention to prevent them from falling further behind. Configure tracking through Success Plans for visibility into onboarding completion.
Step 2: Automate Targeted CTAs for Low-Engagement Customers
Once low-engagement indicators are defined, set up automated CTAs that alert your team to engage these customers proactively.
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Create Rules for Low-Engagement Triggers: Use Rules Engine to configure automated triggers that generate CTAs when low-engagement thresholds are met. For example, set a rule to trigger a CTA if a customer hasn’t logged in within a week or has minimal feature usage.
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Customize CTA Actions Based on Engagement Type: Tailor CTA actions to specific engagement issues. For example, a CTA triggered by low feature usage might prompt the CSM to offer a personalized demo, while a login-related CTA could suggest a quick check-in call. Customizing actions ensures that each outreach is relevant to the customer’s specific needs.
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Prioritize High-Value Accounts: Assign higher priority to CTAs for strategic or high-value accounts to ensure CSMs focus on re-engaging customers with the most impact on overall retention. Use CTA Priority Settings to highlight these accounts in your team’s workflow.
Step 3: Follow Up on CTAs with Personalized Playbooks
A CTA alone is just the starting point. To make sure each low-engagement customer receives meaningful support, deploy personalized Playbooks to guide CSMs through effective follow-up actions.
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Assign Playbooks Based on CTA Type: Create specific Playbooks that align with different low-engagement scenarios. For instance, a Playbook for low feature adoption might include steps like offering a training session, sending best practices, and scheduling a follow-up call. Set up Playbooks to deploy automatically with each relevant CTA.
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Guide CSMs with Structured Follow-Up Steps: Each Playbook should provide a clear, step-by-step approach for CSMs to follow, ensuring consistent engagement. This could include tasks like checking the customer’s recent activity in the Timeline, providing additional resources, or addressing specific obstacles. Structured steps ensure that every CSM follows a proven path for re-engagement.
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Monitor Playbook Effectiveness and Refine as Needed: Use Dashboards to track the effectiveness of Playbooks and CTA outcomes. Analyze the results to identify which Playbook steps are most successful and refine actions accordingly to enhance future re-engagement efforts.
Next Steps for Success
With targeted CTAs and structured Playbooks in place, your team can engage low-engagement customers proactively and effectively. Regularly monitor CTA and Playbook outcomes to fine-tune actions and ensure that each customer receives the support needed to stay on track.
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