Introduction
Effective customer engagement requires ongoing refinement and optimization. By continuously monitoring the performance of your digital-led engagement programs—such as automated workflows, in-app notifications, and playbooks—you can ensure they remain effective in driving customer success. This article will guide you through the process of refining and optimizing your digital-led engagement programs using Gainsight’s tools, ensuring that your efforts remain aligned with evolving customer needs.
Step 1: Monitor Engagement Program Performance
Track the effectiveness of your digital engagement programs by regularly reviewing key performance metrics:
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Monitor Journey Performance: Use Journey Orchestrator Dashboards to track metrics such as email open rates, feature adoption rates, and engagement rates. This helps identify which parts of the customer journey are driving success and which need improvement.
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Track In-App Notification Performance: Use PX Dashboards to monitor the effectiveness of in-app notifications, such as click-through rates and user engagement. Identify which notifications are prompting users to take action and which are being ignored.
Regularly reviewing these metrics allows you to see where your engagement programs are succeeding and where they may need adjustment.
Step 2: Refine Workflow Triggers Based on Performance Data
Based on the insights from engagement program performance, refine your workflows and triggers to improve outcomes:
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Adjust CTA Triggers: Use the Rules Engine to adjust when CTAs are triggered based on customer behavior. For instance, if current triggers are too sensitive, causing unnecessary alerts, refine the thresholds to ensure that CTAs are triggered only when there’s a real risk.
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Improve Segmentation: Customize engagement workflows for specific customer segments or lifecycle stages. Use Scorecards to track and update customer health based on engagement levels, and ensure that workflows are tailored to specific customer needs.
Refining workflows based on performance data ensures that your team engages customers at the right time with the right message.
Step 3: Optimize Messaging and Content for Engagement Programs
Beyond workflow refinement, continuously optimize the messaging and content used in your engagement programs:
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A/B Test Engagement Messages: Use Journey Orchestrator to run A/B tests on emails or in-app notifications. For example, test different subject lines, email content, or in-app notification copy to see which versions drive higher engagement.
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Personalize Engagement Content: Use customer data from Adoption Explorer to tailor messaging based on each customer’s specific product usage and lifecycle stage. Personalized messaging tends to yield higher engagement rates than generic content.
Optimizing the messaging and content helps ensure that your engagement programs resonate with customers and drive the desired actions.
Step 4: Iterate on Playbooks for Digital-Led Engagement
Ensure that your team’s responses to digital signals are continuously refined by updating your Playbooks:
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Refine Playbook Steps: Regularly review the steps in your Gainsight Playbooks based on customer outcomes and CSM feedback. If certain playbook steps are proving less effective, adjust them or add new actions.
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Tailor Playbooks for Specific Risks: Customize playbooks for different risk types, such as low adoption or frequent support tickets. Ensure that playbooks provide clear, actionable steps for CSMs to follow based on the specific risk involved.
By iterating on playbooks, you ensure that your team’s responses remain effective and aligned with customer needs.
Next Steps for Success
With refined digital-led engagement programs:
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Monitor engagement metrics regularly: Use dashboards to track the effectiveness of your workflows, notifications, and playbooks, and adjust them as needed.
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Optimize workflows and content: Continuously improve your workflows and engagement messaging to ensure they are driving the best outcomes for your customers.
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