Introduction
Once you’ve identified the root causes of churn, it’s essential to put preventive measures in place to stop similar churn events from happening again. Churn prevention playbooks guide your CSMs through specific steps to address risk factors before they lead to customer attrition. By automating these playbooks, you ensure timely intervention and consistent actions across your team. This article will guide you through creating and automating churn prevention playbooks using Gainsight’s tools.
Step 1: Develop Playbooks for Common Churn Scenarios
Create Playbooks that address the most common reasons customers churn, allowing your team to respond effectively:
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Low Adoption Playbook: Build a playbook that guides CSMs through steps like scheduling additional product training or offering feature demos for customers who are not fully adopting key features. Use Adoption Explorer to identify low-adoption customers.
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Support Issues Playbook: For customers who report recurring support issues, develop a playbook that includes escalating unresolved tickets to the product team and providing personalized support. Monitor support trends using Dashboards.
By developing playbooks for common churn scenarios, you ensure that your team follows a structured process to re-engage at-risk customers.
Step 2: Automate Playbook Deployment with Rules Engine
Once your playbooks are created, automate their deployment to ensure they are triggered at the right time:
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Set Up Automated Playbooks with CTAs: Use Rules Engine to automatically trigger CTAs that deploy churn prevention playbooks. For example, if a customer’s product usage drops below a predefined threshold, trigger the Low Adoption Playbook to guide the CSM through outreach steps.
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Prioritize Playbooks for High-Value Accounts: Assign higher priority to playbooks for high-value or strategic accounts, ensuring that these customers receive immediate attention from your team.
Automating playbooks ensures that your team acts promptly and consistently whenever a risk is detected.
Step 3: Track Playbook Performance and Make Adjustments
Regularly monitor the performance of your churn prevention playbooks and adjust them based on their effectiveness:
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Monitor Playbook Success Rates: Use Dashboards to track the success rates of your playbooks. For example, analyze whether the Low Adoption Playbook is leading to increased product usage and whether the Support Issues Playbook is resolving customer complaints.
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Gather Feedback from CSMs: Collect feedback from CSMs to understand which playbook steps are effective and which need refinement. If certain steps consistently fail to re-engage customers, consider revising the playbook.
Tracking performance and gathering feedback allows you to continuously improve your churn prevention playbooks, ensuring they remain effective over time.
Step 4: Refine Playbooks Based on Customer Feedback and Outcomes
Refine your playbooks based on customer feedback and real-world outcomes to keep them relevant:
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Refine Playbooks Based on Customer Sentiment: Use NPS Surveys and customer feedback to refine your playbooks. For example, if feedback shows that customers are struggling with onboarding, update the Low Adoption Playbook to offer more personalized support during the onboarding phase.
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Incorporate New Metrics into Playbooks: Use new customer behavior data, such as feature adoption trends from Adoption Explorer, to refine the playbooks and ensure they remain focused on the most important risk factors.
Refining your playbooks ensures that they stay aligned with changing customer needs and behaviors.
Next Steps for Success
With churn prevention playbooks in place:
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Monitor playbook performance: Use dashboards to track how well your playbooks are performing and make adjustments as needed.
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Automate playbook deployment: Ensure that playbooks are automatically triggered by key risk indicators, allowing your team to act quickly and consistently.
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