Welcome to our comprehensive series where we explore the transformative journeys Customer Success Managers (CSMs) and Product Managers (PMs) embark on to elevate their digital engagement strategies using Gainsight PX. This second blog in our series delves into the critical role of analytics in driving user engagement and reducing churn.

Harnessing User Engagement Analytics for Proactive Customer Success:
 

The Need for Strategic Analytics: In today’s data-driven landscape, the ability to harness analytics for enhancing customer engagement is crucial. Analytics not only helps CSMs understand user behavior but also tailors interactions to maximize retention and satisfaction.
 

Goals and Strategies: Our objective is to use real-time analytics to personalize customer interactions effectively. By implementing Gainsight PX's robust analytics tools, CSMs can monitor user activities, predict potential churn, and intervene proactively to retain customers.
 

Practical Application:

1. Proactive Support Initiatives: Leveraging user engagement data, CSMs can identify customers who may need additional support and engage them with personalized help, ensuring they find value in the product continually.
   
   For example : Understanding if your keep personas are shying away from using the product you can just find it through a small filter on audience explorer or you can also set up a active user widget with the same condition of “last seen > 30 days”, you could actually find who are those users and accounts that are going inactive. 
    

   

   
    
2. Churn Prediction Models: By analyzing patterns and trends in the data, CSMs can predict which users are at risk of churning and deploy targeted retention strategies to engage them effectively.
   
   Technically they are many definitions by which you can define churn and for every definition we can apply different filters to find the users or account at risk. Here are few common ways how you can try:
   
   1. Accounts with declining active users
   2. Users not using the key features for which they are power users before
   3. More detractor NPS from the same account
   4. Account level usage data in decline for key aggregates

Example Scenario: Imagine a scenario where a CSM notices a drop in usage among a certain segment of users. By analyzing the engagement data within Gainsight PX, the CSM can quickly implement a targeted email campaign offering help and additional resources, potentially reversing the churn risk.

So as you start with a hypothesis or a analysis like above for different issues or opportunities, the next best action is to devise an action plan on how digitally you could mitigate the risk or avail the opportunity. 

1. Avail the opportunity of a user activated on a key feature:

Once the user hits this crucial moment in the product, we need to set the path forward for the user on how to go ahead in their journey. So a congratulatory dialog with path forward fits right in here. 
 

2. Unable to understand who is using your product and why they are using it?
   
   Run an in-app to capture the same:
   
   
    

   

   

   
   How our amazing @aaronhatton built this code & engagement : 
   
   3. Want to help your advocacy team with a list of advocates to drive customer spotlights, G2C reviews, testimonials etc.,, - Set up a report with NPS score → Promoters. 
    

   

   
   Our Regional Director of Customer Success has put together this amazing blog on how to analyse and identify churn and do check this out for more comprehensive knowledge on how you could do the same :
    
   
   Have a digital strategy?  yet finding it hard to get started - Check this out!
    
   
   Wrapping up , Utilizing analytics for customer engagement is more than just reacting to data; it's about proactively creating a better experience that keeps customers satisfied and engaged. As we continue this series, we’ll explore more strategies CSMs can employ to not only meet but exceed customer expectations using Gainsight PX.