There's an invisible wall in front of your CSM team. Maybe it's months away, or maybe you're already running into it. But without an army of CSMs (which you can't afford), you'll never get past it—and it's an immovable barrier to your company's revenue growth. As your customer base grows, you have to start automating or you'll never be able to scale. Maybe you have some automated outreach, but the key to lowering your per-CSM customer count is an advanced tech touch system.And that's just the beginning. Automation can infuse predictability, efficiency, and savings into an ad hoc CS organization. Learn how to go beyond one-to-many in this session.

2. 201
8
Box’s Tech Touch
Journey

3. © Copyright 2017, Gainsight, Inc., All rights reserved
Tech Touch
Leverage automation to drive adoption, retention,
expansion and advocacy at scale
Solution:
• Trigger timely and relevant
interactions with your customers
throughout their journey to drive
effective onboarding, retention,
expansion, and advocacy
• Pair with in-person engagement to
better serve customers across
channels
KPI: Retention, Expansion, Advocacy,
Efficiency
Current Challenge:
We are not able to deliver customer
success at scale to our long-tail
accounts or across digital channels
Required: Outcomes
Tt
12
Tech
Touch

4. Presenters
4
Fuel Growth with Customer Success
Manager, Customer Advisory Global Gainsight Program Manager
Liz Tacy J.P. Mehlhaff

5. 5
Today’s Agenda
🕐 5 MINS
• Introductions
🕐 30 MINS
• Our journey and our learnings
🕐 5 MINS
• Takeaways
Fuel Growth with Customer Success

6. The catalyst for scale
We needed a support model that could scale along
with our customer base

7. Customer Advisory: a ”pooled” CSM approach
Source: frontispiece of Thomas Hobbes’ Leviathan, 1651

8. 8
Onboarding Phase
Deployment Program
KPI: deployment
Renewal Phase
Continued Adoption Phase
Adoption, Risk, Growth Programs
KPIs: activity, sophistication, gross retention, net retention

9. 9
Onboarding Phase
Deployment Program
KPI: deployment
Renewal Phase
Continued Adoption Phase
Adoption, Risk, Growth Programs
KPIs: activity, sophistication, gross retention, net retention
Mix of automation and human engagement tactics

10. Lessons we’ve learned
CSMs make excellent
tech touch program
developers

11. Lessons we’ve learned
CSMs make excellent
tech touch program
developers
Don’t set it and forget it

12. Lessons we’ve learned
CSMs make excellent
tech touch program
developers
Don’t set it and forget it
Let your hard work
benefit all of your
customers, not just the
long tail

13. Learning #1:
CSMs make excellent tech touch program developers

14. We didn’t have a blueprint, so we had to rely on our customer-facing people

15. Sign off /
Renewal
Sales
handoff
Post-
renewal
email
Onboarding
email
Pre-renewal
email
Time constraints forced our team to decide which
outreaches were truly critical

16. Sign off /
Renewal
Sales
handoff
Post-
renewal
email
Onboarding
email
Pre-renewal
email
What next?

17. We benefitted from giving our advisors a license to test hypotheses

18. Sales
handoff
Post-
renewal
email
Pre-renewal
email
Dynamic onboarding drip
campaign
Admin
change
PROACTIVEREACTIVE
Failure to
Launch
Onboarding drip campaign
OpportunityRiskSign off /
Renewal
Human
engagement
Fully
automated

19. Sales
handoff
Onboarding drip campaign
Use Case
adoption
drip
Expansion
check
Admin
change
PROACTIVEREACTIVE
OpportunityRiskSign off /
Renewal
Use Case
adoption
dripMidyear Health
Check
Post-
onboarding
survey
Failure to
Launch
Dynamic onboarding drip
campaign
Human
engagement
Fully
automated
Sales
handoff
Post-
renewal
email
Pre-renewal
email

20. Learning #2:
Don’t set it and forget it

21. Quarterly Ops Reviews
Goal is to continuously improve all functions and involve a diverse set of views (Managers, ICs, Ops)
• Each quarter, we review the effectiveness our program at multiple levels:
• Individual Copilot campaigns
• CTA effectiveness
• Overall program performance

22. Copilot campaign audit

23.  Is this email still relevant?
 Y/N – why?
 Is the email performing well?
 Y/N – where can we improve it?
 Do we maintain, refine or remove the email?
Questions to answer
23

24. Admin Change Tariff change
Failure to
Launch
Dip in KPI #1 Dip in KPI #2
Go-live date October 2016 March 2017 May 2017 August 2017 June 2017
Total # emails
delivered
1,952
Business: 23
B+: 20
Enterprise: 14
Governance: 7
486 51 123
Open rate 45.2%
Business: 52.2%
B+: 40%
Enterprise: 71.4%
Governance: 100%
56% 14% 12%
Click through
rate
13%
Business: 25%
B+: 50%
Enterprise: 50%
Governance: 42.9%
2.6% 19% 1.6%
Consultations
held
48 n/a 3 13 0

25. Admin Change Tariff change
Failure to
Launch
Dip in KPI #1 Dip in KPI #2
Go-live date October 2016 March 2017 May 2017 August 2017 June 2017
Total # emails
delivered
1,952
Business: 23
B+: 20
Enterprise: 14
Governance: 7
486 51 123
Open rate 45.2%
Business: 52.2%
B+: 40%
Enterprise: 71.4%
Governance: 100%
56% 14% 12%
Click through
rate
13%
Business: 25%
B+: 50%
Enterprise: 50%
Governance: 42.9%
2.6% 19% 1.6%
Consultations
held
48 n/a 3 13 0

26. Admin Change Tariff change
Failure to
Launch
Dip in KPI #1 Dip in KPI #2
Go-live date October 2016 March 2017 May 2017 August 2017 June 2017
Total # emails
delivered
1,952
Business: 23
B+: 20
Enterprise: 14
Governance: 7
486 51 123
Open rate 45.2%
Business: 52.2%
B+: 40%
Enterprise: 71.4%
Governance: 100%
56% 14% 12%
Click through
rate
13%
Business: 25%
B+: 50%
Enterprise: 50%
Governance: 42.9%
2.6% 19% 1.6%
Consultations
held
48 n/a 3 13 0

27. Admin Change Tariff change
Failure to
Launch
Dip in KPI #1 Dip in KPI #2
Go-live date October 2016 March 2017 May 2017 August 2017 June 2017
Total # emails
delivered
1,952
Business: 23
B+: 20
Enterprise: 14
Governance: 7
486 51 123
Open rate 45.2%
Business: 52.2%
B+: 40%
Enterprise: 71.4%
Governance: 100%
56% 14% 12%
Click through
rate
13%
Business: 25%
B+: 50%
Enterprise: 50%
Governance: 42.9%
2.6% 19% 1.6%
Consultations
held
48 n/a 3 13 0

28. Tracking & evaluating CTAs

29. Evaluating CTA effectiveness
• CTAs are used to highlight critical
moments for human intervention
• We use CTA statuses to track the
outcome/effectiveness of CTAs
• Closed – Attempted
• Closed – Held Consultation
• Closed – Logged Risk

30. Gauging impact of programs

31. Outcomes at the program level
• Before we roll out a new program, we first run a pilot
• Use bionic rules to segment test group vs control group
• This allows us to analyze the effectiveness of a program on a KPI e.g.
adoption
• This also helps us ensure an account is only a part of one pilot at a time

32. Learning #3:
Let your hard work benefit all of your customers, not just the long tail

33. High
Touch
Pooled
Support
Tech
Touch
Changing our Mindset
• Our focus is now on developing processes that can help all of our segments
• We can use our scaled segments to test and validate new tools and processes

34. High
Touch
Pooled
Support
Tech
Touch
Pooled
Support
High
Touch
Tech
Touch
Changing our Mindset
• Our focus is now on developing processes that can help all of our segments
• We can use our scaled segments to test and validate new tools and processes

35. Example: Month over Month KPI Change
• Created MoM trend CTA to flag potential risks
• Used Period Comparison function in Bionic Rules
• Tracked outcomes with CTA status field e.g. Closed – Risk Logged
• [Planned] Implement CTA within high touch population

36. Example: NPS Survey
• NPS survey sent to key stakeholders in high touch population
• Survey in Gainsight with CTA to close loop
• [Planned] Low touch version

37. Pooled
Support
Tech
Touch
Current State Future State
Name Tech
Touch
Pooled
Support
High
Touch
Tech
Touch
Pooled
Support
High
Touch
Risk Identification CTA X X X
NPS Survey X X X X
Onboarding Drip Campaign X X X X X
Drip Campaign #2 X X X
Looking back to move forward
• We took inventory of tools that were already built
• Identified opportunities to apply effective tools into new segments

38. IN SUMMARY
CSMs make excellent
tech touch program
developers
Automate the most repetitive,
critical touchpoints first, then
go one level deeper

39. IN SUMMARY
CSMs make excellent
tech touch program
developers
Don’t set it and forget it
Automate the most repetitive,
critical touchpoints first, then
go one level deeper
Regularly evaluate the
effectiveness of your
processes/tools and iterate

40. IN SUMMARY
CSMs make excellent
tech touch program
developers
Don’t set it and forget it
Let your hard work
benefit all of your
customers, not just the
long tail
Automate the most repetitive,
critical touchpoints first, then
go one level deeper
Regularly evaluate the
effectiveness of your
processes/tools and iterate
Don’t think about your
segments as silos. Build tools
that can improve efficiency
across all of your segments