Q: With the risk management workflows, can you add more detail as to what are some of the cracks / gaps customers fall into? And how do you identify those?
A: These are the most common scenarios we have identified:
- Integration: changes done on a CRM level can impact connectors; there are also scenarios where the data that is manually added into the CRM may be wrong or missing
- Contacts: customers may enter the Program successfully, but they may end up having a failure (for example a bounced e-mail address) or may be in the unsubscribed list – this can happen with long-term customers
- System failures or Human Error
To help us identify these situations, we have built a Dashboard that identifies discrepancies. Here are a few of the widgets we have in place:
- A list with the Onboarding Programs Status (Send, Open…)
- Two Bar Graphs with number of Product Activation Dates (our “Go Live” date) vs the total number of Customers who received their 1st Onboarding E-mail: if we compare the two Graphs and we see a discrepancy in the number, we know something went wrong – since by default, we expect to have the same amount of Product Activation Dates and 1st Onboarding E-mails
- A pie chart with the Onboarding Programs Status: here we would identify any failure – bounce, for example
- A list with the Participants that failed: here we can get more details on the reasons of the failure
We would also like to configure CTAs that would warn the CSMs in charge of the Onboarding stage whenever any of these failures occur. This is currently WIP.
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Q: Is this the only onboarding program or do you offer a "white glove" implementation services product as well? If so, do implemented clients go this onboarding journey also?
A: We have built different Onboarding Programs depending on the products Customers purchase.
Some of these products come with Implementation Services as well. In this case, the Onboarding Journey is a little different – we will send a Welcome E-mail to the Customer, and then an Internal E-mail to the CSMs so they can pick the Onboarding up from their side and contact the Customer directly.
These two communications are sent out automatically via a specific Onboarding Program.
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Q: How does the R&R work with the product team for in-app content and how do you stay aligned?
A: Currently, most of the in-app content is created by the CSOps Department, with some exceptions.
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Q: How do you align the CS tech touch activities with marketing programs? Does CS and Marketing work together to build out these programs?
A: We currently have no connection between marketing programs and CS Tech Touch Activities related specifically to Onboarding. Aside from Onboarding, we use Gainsight PX to advertise specific webinars or events – in this case, a branch of the Marketing Department, the Creative Team, helps with generating content that is in line with Brand Standards and with the design itself.
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Q: How many team members do you have to manage and host 1:1 onboarding calls, 2 per client? And, on average, how many customers use their two calls?
A: One CSM per Customer; the Onboarding Calls are offered to Small Segments only, and do not include Customers that have purchased Implementation Services. Looking at the data today, we have 90% of Customers who went through both the calls.
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Q: Did you visualise the onboarding journey and progress against it to your customer using any of the Gainsight tools?
A: I am not sure I understand. If the question is whether we use any Gainsight feature to share the Onboarding Journey and Progress with Customers – currently we do not, at least not in Gainsight CS. In our Knowledge Bot, Administrators can see how many Onboarding articles they have gone through and how many they are still missing. If they complete their journey, they will receive a Congratulations Pop-Up notifying them they have reached the end of the Onboarding content.
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Q: How do you monintor engagement on the campaigns? If the customers are not opening/engaging with your content, what do you do?
A: In Gainsight CS, we look at the overall success of the E-mail campaigns (Open Rates), as well as the Failure Rates I was mentioning in the first question. Because of the Onboarding Calls, In-App Content and Implementation Services, we already have in place a safety net that allows us to provide the Onboarding journey even if the Campaign fails.
If a specific Onboarding Journey is not covered by any of these, our CSMs will reach out to the Customers and send the content via our ticketing system, or through a call.
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Q: What CRM do you all use?
A: At the moment (May 2024) – Zoho CRM
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Q: If a client no show's your 1 on 1 sessions are you rescheduling or pushing them to the self onboarding workflow?
A: There is a specific process in place for what we call “non-responsive Admins”: the CSM will try to reach out to the customer 3 times. If unsuccessful, they will enroll the help from the Sales Department. If this is still unsuccessful, the customer will receive a final e-mail notifying them that the CSM was not able to get in touch with them – and they will be able to pick up their Onboarding Journey with the content shown in-app.
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Q: It sounds like the highest engagement channel associated with your onboarding journey is in app messaging vs. email for example. Is that correct?
A: Yes, correct. But this is also because the In-App content has, by default, a bigger audience compared to the Onboarding Campaigns. Generally speaking, we do see that the in-app content tends to have high engagement rates; a combination of both may give the best results.
