Introduction
Early signs of low adoption can be a red flag for customer success. Addressing these signals promptly with targeted interventions can make the difference between a customer who struggles to find value and one who becomes an engaged, long-term user. By setting up targeted CTAs (Calls to Action) specifically for low-adoption scenarios, your team can identify at-risk customers and proactively provide them with the support they need. This article will guide you in configuring Gainsight CTAs to re-engage low-adoption customers effectively and help them stay on track.
Step 1: Identify Low-Adoption Indicators
To engage low-adoption customers effectively, start by identifying specific indicators of low engagement that warrant proactive outreach.
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Key Feature Underutilization: Identify core features essential to your product's value, and track customer engagement with these features. Use Adoption Explorer to monitor feature usage and identify customers who haven’t fully explored critical functionalities.
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Decline in Usage Frequency: Track declines in login frequency and overall interaction with the product. Use Scorecards to set thresholds for login frequency and flag customers who may require additional guidance.
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Missed Milestones in Onboarding: If customers haven’t completed specific onboarding tasks within a reasonable timeframe, they may be struggling with adoption. Use Success Plans to track onboarding progress and flag customers who haven’t completed initial setup steps.
Step 2: Automate CTAs for Low-Adoption Scenarios
Once low-adoption indicators are defined, set up automated CTAs to prompt your team to engage these customers proactively.
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Configure Rules for Low-Adoption Triggers: Use Rules Engine to create automated rules that trigger CTAs when customers meet low-adoption criteria. For example, if a customer hasn’t accessed core features or has missed onboarding milestones, the Rules Engine can generate a CTA for follow-up.
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Personalize CTA Actions for Low-Adoption Challenges: Customize CTA actions based on specific adoption challenges. For instance, a CTA triggered by low feature usage might prompt the CSM to offer a training session, while a CTA for missed onboarding tasks could suggest a check-in call. This tailored approach ensures each outreach is relevant to the customer’s specific needs.
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Prioritize High-Value Accounts for Re-Engagement: Assign higher priority to CTAs for strategic or high-value accounts, ensuring that your team focuses on re-engaging customers with the greatest impact on overall retention. Use CTA Priority Settings to highlight these accounts in your team’s workflow.
Step 3: Use Playbooks for Structured Follow-Up Actions
CTAs are just the starting point. To ensure effective re-engagement, deploy Playbooks that guide CSMs through consistent, structured actions based on each customer’s specific adoption challenges.
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Create Playbooks for Low-Adoption Scenarios: Design Playbooks tailored to common adoption issues, such as low feature usage or missed onboarding tasks. For example, a Playbook for low feature adoption might include steps like offering product tips, sharing relevant use cases, and scheduling follow-ups. Set up Playbooks to deploy automatically with relevant CTAs.
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Guide CSMs with Step-by-Step Actions: Each Playbook should include actionable steps, such as reviewing the customer’s recent activity in the Timeline, providing additional resources, or addressing specific questions. Structured steps ensure a consistent approach for effective re-engagement.
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Monitor and Refine Playbook Effectiveness: Use Dashboards to track the effectiveness of Playbooks and CTA outcomes, analyzing which steps are most successful in driving adoption. Refine actions based on results to continuously improve re-engagement efforts.
Next Steps for Success
With targeted CTAs and structured Playbooks in place, your team can re-engage low-adoption customers proactively. For proactive adoption strategies that apply to all customers, refer to the article Automate Targeted Engagements for Adoption.
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