Here's how most companies used to map a customer journey: They'd start with their initial marketing outreach, advance down the funnel to the signed contract, and then onboard the customer. There would be training, a quarterly or six-month outreach, and finally, renewal or upsell. But think about it: how many of those milestones does the customer care about or even think about? From their perspective, a journey map would look very different. Innovative companies are abandoning this "inside-out" model. Why? Because it doesn't map to how customers actually think or behave. Learn the difference between the old way of thinking and the new "outside-in" way of customer lifecycle management.

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How to Build a Customer Journey
That’s Outside-In Not Inside-Out
Gabe Petersen
Customer Advisory Manager

2. © Copyright 2017, Gainsight, Inc., All rights reserved
Lifecycle Management
Execute meaningful lifecycle events throughout the customer journey
Solution:
• Define the optimal journey for each
customer segment from pre-sales
through expansion and advocacy
• Collaborate effectively across
functions by sharing notes and
aligning on best-practice playbooks
• Track progress towards outcomes
by leveraging data driven
milestones, reports, and advanced
analytics
KPI: Retention, Efficiency
Current Challenge:
Our customers have a fragmented
experience with our company across
our disparate organizations
Required: Insights &
Actions
Suggested Add-ons:
Journey OrchestratorLm
2
Lifecycle
Management

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Platforms that Connect the World
• Our mission is to connect everyone and everything.
Calix platforms empower our customers to build
new business models, rapidly deploy new services
and make the promise of a smart home and
business a reality.

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What if you could leverage insights from your
network to optimize your business?

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What if you could leverage insights from your
network to optimize your business?
Analyze Engage Grow

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What if you could leverage insights from your
network to optimize your business?

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Objective
• 18 months ago recognized the need for
a Success organization at Calix
• New set of solutions coming to market
• Legacy set of products that needed to
be supported with success@scale best
practice
• Build a Success program from scratch
• Knew we needed technology (NOT
Excel)
• Had the opportunity to invest in
technology early to ensure we built
processes out correctly
Fuel Growth with Customer Success

10. Opportunity
Fuel Growth with Customer Success
• Lack of meaningful touchpoints with
customers
• Did not have a defined journey map
• No automation around touchpoints
• No understanding of business
objectives
• Needed to build trust and get details on
customer KPI’s
• “Value delivered” primary focus of
Success Team
• Transition customers

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Journey Map Process

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Success team involved as customers move through the funnel to
ensure soft handover
CTA’s fire for Success Manager to engage – primary goal is
understand and document business objectives
Regular meetings with Executive sponsor to ensure alignment
CTA’s fire once implementation complete for CSM to ensure users
are onboarded and specific actions are being taken by customer
Regular meetings with high tough customers, webinars for low touch,
monitoring of usage data, analysis of business objective achievement
CTA’s fire at 90, 30, 0 days to renewal date
New
Product
Implement
Launch
Optimize
Renew
Plan

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• 60% growth in total customer
case
• Growth in new higher touch
solutions
• Base of legacy products
• Limited resources (people)
Opportunity

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• 60% growth in total customer
case
• Growth in new higher touch
solutions
• Base of legacy products
• Limited resources (people)
Opportunity

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Journey
Orchestrator

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Email Engagement
• Operational emails (best practice content, webinar invites, welcome emails)
• 32% open rate, 58% click-through-rate
• Renewal emails
• 66% open rate, 35% click-through-rate

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Programs

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Programs

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Email Engagement – Admins
Email Engagement – Individual Users

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Usage Change

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Usage Change

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Usage Data
• Push link to weekly reports via Share360 on how customers are using our
solution(s)
• Topic of discussion in every sync call with customer
• Leveraged for coaching and best practice sessions
• Helps managers identify risks and issues with their team
• Unbelievable feedback from customers

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New Service Revenue
• Pushed email to contacts we thought would be interested in extended warranty
service
• Overwhelmed our sales team with leads
• Generated as many leads in a week as the sales team had previously generated in a year
• Resulted in 66% growth in revenue for this service
• Received first PO’s within a week
• Provided context to customers using Share360 reports embedded in emails

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“The Calix Success team’s custom training, best practice resources, and coaching resulted in immediate
adoption of the Support Cloud accelerating the benefit to our business.”
“The combination of Marketing Cloud and the Success service from Calix allowed us to reduce our marketing
expense by 50% year over year, while maintaining the same number of subscriber upgrades.”
Bethany Chinadle, VP of Customer Operations Triangle Communications
What our Customers are Saying

25. Key Takeaways/Next Steps
• Journey orchestrator allows us
to scale
• Don’t be scared to take a shot
• Health scores