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Working with CTAs

Diego Ayón
Updated

CTAs are aligned to the Scaled Customer Journey. They are designed to ensure coverage of the accounts in our book of business

  • Onboarding: Net new customers or those growing from Digital/reducing from Mid/High
  • Adopt: Customer adoption of core Zendesk features & functionality to ensure continued success in the platform
  • Renew: CTA’s focused on the customer renewal date and term to facilitate a successful renewal
  • Operational: CTA’s outside of the life cycle (customer outreach, AE request, Z2 escalation, etc.)

A CTA (Call to Action) is a feature that helps CSM’s manage customer interactions and drive specific actions based on customer health and engagement metrics. They are essentially reminders or tasks that prompt CSMs to take action regarding a customer. They can focus on: 

  • Proactive renewal conversations
  • Insufficient product adoption
  • Low engagement
  • Cross-functional support
  • Onboarding a customer to Scaled Success

Inside a CTA we have a variety of tabs: 

  • Details = Primary source of information for the CTA. Inside we can find
    • Owner = Who’s responsible for the CTA
    • Due Date = Goal date to complete the CTA
    • Reason = Category the CTA is attempting to solve
    • Priority = Either High/Medium
      • Prioritize High Priority CTA’s
    • Status = Lifecycle of the CTA
    • Type = Generally either Risk or Engagement
    • Company = Account the CTA is associated with
    • Comments = Overall summary of the CTA
  • Tasks = Steps that need to be taken to complete the CTA (Playbook)
    • Tasks are generally comprised of text denoting the step you need to take, but are occasionally repurposed as an email template you can send to the customer from Gainsight. They are not required to complete the CTA but, are a resource.
  • Timeline = Where you’ll log meeting engagements and updates to the Account
    • This section is where you will update and review the history of an account that you have a CTA for. You can click “Add Activity” to create a new Timeline Entry.
  • Company = Under-utilized, but includes general information about the Account
  • GS Opportunity = Input a Renewal Forecast (do not use)

 

Customer Outreach Process

There are 3 ways to reach out to the customer: 

  1. Automated through Journey Orchestrator
    • will send sequence through Journey Orchestrator without any CSM action needed
    • When the customer books a meeting, CSM manually should move the status to “in progress”
  2. Manually through Gainsight Tasks
    • CSM will action tasks within the CTA to send an email to the customer
    • When an email is sent, CSM will manually update the CTA to “planned”through Gainsigh
  3. Manually through Outreach
    • CSM will add contacts to sequences through Outreach
    • When an email is sent, CSM will manually update the CTA to “planned”

 

Priority of CTAs

CTA’s fall under Medium or High Priority, which denotes the risk to C/C this account has. Majority of Onboarding and Renew CTA’s will have Medium Priority, whereas Adoption will skew towards High Priority. 

If you are unable to connect with the customer by the CTA Due Date, it’s expected to run the Unghosting Playbook on the CTA. 

  • adding the Unghosting Playbook
    • navigate to the CTA > Tasks tab.
    • Then you’ll click Add Task > Replace Playbook.
    • In the pop-up menu, search for Unghosting Playbook - Scaled, then click Replace.

 

CTA’s for meetings that are from other sources

We are able to distinguish on the back-end CTA’s that were created by the system vs. those you’ve created on your own. Create a CTA for an engagement where a CTA doesn’t exist. Ensure the following is followed:

  • Company Name is accurate
  • Due Date is in the future (~ 1 month)
  • Type = Engagement
  • Reason = Success Check-In
  • Priority = Medium
  • Add Comments for whatever best helps you with the CTA

Hybrid JO

Our second iteration of the Journey Orchestrator/CTA process. With Hybrid JO, you have the option to either kickstart a JO from the CTA if eligible for automation.
You decide who to connect with, how you connect with them, and ultimately have more control of your communications from inside of Gainsight.
 

Any CTA with a Risk - Scaled Type is eligible for JO. Navigate to the bottom of the Details tab under Group 2 and complete the following:

  • Associated Person: This is your To: contact
  • CC Associated Person 1 & 2: Any contacts you’d like to CC on the JO (optional)
  • Language: Ensure the correct Language is selected.

When inputting the contacts, copy/paste their email address into the Associated Person and CC Associated Person fields. Once these items are completed, update the Status from New to Planned. The next day, the Contacts will be added to the JO sequence associated with the CTA.

 

Playbook for the Onboarding CTA’s
Onboarding CTA’s (New Customer Onboarding, Scaled Success Onboarding) are similar to most engagements. Follow the below steps:

  1. Use Hybrid JO or Gmail/Outreach to connect with the customer
    • Connect with the AE or former CSM (if applicable) to determine the best contact(s)
  2. Review data available in Gainsight, Tableau, and from Sales partners to determine current state and customer’s goals
  3. Following a non-responsive outreach, determine another strategy to connect with the customer
    • The Task has recommended pathways
  4. Update Gainsight following the meeting
  5. Upload call to your appropriate Google Drive call recording folder

 

 

 

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