Introduction
Not all at-risk accounts are equal in terms of impact and urgency. Prioritizing these accounts based on factors like severity and Annual Recurring Revenue (ARR) enables your team to focus on the accounts that have the greatest impact on retention and revenue. This article will guide you through setting up Gainsight to categorize and prioritize at-risk accounts, ensuring high-value customers receive timely support when they need it most.
Step 1: Categorize At-Risk Accounts by Severity
Assigning severity levels helps your team assess the urgency of each risk signal, allowing them to prioritize critical accounts for faster response.
-
Define Severity Levels: Establish standard severity levels, such as “High,” “Medium,” and “Low,” to categorize the urgency of each risk. Use Scorecards to monitor health metrics and set thresholds that indicate the severity of each customer’s situation.
-
Identify High-Severity Risk Indicators: Some risk signals, such as a steep drop in product usage or an increase in unresolved support tickets, may indicate a high level of urgency. Use Timeline to log customer interactions, enabling your team to identify high-severity risks based on engagement patterns and support trends.
-
Assign Severity Levels in CTAs: Configure CTAs to include severity levels aligned with each risk type. For instance, a CTA triggered by a significant health score drop might be assigned “High” priority, ensuring that CSMs focus on critical accounts first. Use CTA Priority Settings to organize and prioritize CTAs accordingly.
Step 2: Prioritize Accounts Based on ARR and Strategic Value
ARR and strategic importance are additional criteria for prioritizing at-risk accounts, ensuring that high-value customers receive the attention they need.
-
Segment Accounts by ARR: Group at-risk accounts by ARR to identify customers whose retention has a significant revenue impact. Prioritize accounts with high ARR values, as their retention is critical for business growth. Use Dashboards to visualize ARR data alongside risk indicators, helping your team quickly identify and focus on high-revenue accounts.
-
Identify Strategic Accounts: Beyond ARR, consider strategic factors such as expansion potential or brand influence. Retaining a high-profile client could enhance your product’s reputation and create additional opportunities. Use Scorecards to flag strategic accounts that merit extra attention.
-
Set Up ARR-Based CTAs for High-Priority Accounts: Configure Rules Engine to automatically create CTAs for high-ARR accounts showing signs of risk, ensuring prompt follow-up.
Next Steps for Success
With prioritized at-risk accounts, your team can focus on delivering targeted interventions for the most impactful customers. For a comprehensive approach to monitoring these prioritized accounts and refining your strategies, refer to the upcoming article on ongoing monitoring and optimization.
Explore More: