Digital Customer Success

5Launching the Proactive Phase of Your Digital CS Program

Proactive Phase

Strategy:	Customer Self‐Service
Key Use Cases:	Self‐Service Enablement
One‐to‐Many Customer Communications
Digital‐Led Onboarding
Tactics:	Link to Central Resources
Simple Email Campaigns
In‐App Checklist

The hardest part of launching a Digital CS program is figuring out where to begin. We see this every day at Gainsight. Time and again, working with customers to help them develop their digital programs, we receive pushback, such as “I want to develop more personalized email campaigns, but I don't trust my contact data” or “If I'm going to go digital, I first need to break out the whiteboard and map every single journey and every permutation of the program, so I'm not ready to start.” Underlying this pushback is the sort of “analysis paralysis” that stems from overcomplicating the challenges and/or thinking that you need to accomplish everything at once.

Our advice?

Stop overthinking the challenges and opportunities in front of you, and don't try to accelerate from zero to 100 overnight. Instead, pick a logical starting point for your Digital CS program—one based on a customer challenge that's relatively easy to solve using one or more of the use cases and channels just cited. As Calvin Coolidge once said, “We cannot do everything at once, but we can do something at once.” So instead of worrying about the latest CSAT scores or fretting over last year's churn rates, do ...