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.
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
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
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
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
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
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