Best Practices: Setting up User Journeys

As a Customer Success leader, you always want your team to be proactive in your communication & actions with the customers. But given the limited waking hours that a CSM has, it becomes quite impossible to communicate right on time & drive proactive communication without any delays.

With CustomerSuccessBox, you can automate workflows based on an ideal journey that you have crafted for the customers. Not only can you automate, but it also can bring in human intervention whenever automation hits a roadblock. This can be achieved with a new module in CustomerSuccessBox. We call it “Journeys”. 

Journeys can be used in the different lifecycle stages: Trial, Onboarding, Nurturing, Renewal, Advocacy, Upsell. 

It is the most effective:

1. To engage with the customer with the right communication at the right stage.

2. Timely education, help, and reach-outs.

3. Targeting the right customer with the right communication to increase product adoption

4. To get the customer back on track if users missed any important milestones/activities.

And most importantly, though we are automating, you can always introduce a human intervention whenever the customer is going off track from the ideal journey crafted for them. 

The Journeys can be crafted for Users & Accounts Separately.

What is  User Journeys?

User Journeys ensure that a relevant communication opportunity with a user is never missed by facilitating a seamless way to drive user engagement. Moreover, it also lets you bring in human intervention whenever automation has been deemed to have failed or is inapplicable.

Here, I am sharing a few Best Practices of using - User Journeys at various Lifecycle Stages of the customer.

Let’s see how User Journeys can be implemented in the Onboarding Stage.

Sr No	When to use	Key Action	About?	Goal to be achieved	To Drive
1	For introducing Customer Success Manager immediately after the sales are closed	Send email	Introduction to Customer Success Manager	1st connection is achieved with the customer without any delay, giving the customer more confidence.	Onboarding
2	To take a newly added user through a guided tour.	Send email	Dynamic onboarding of the user where communication depends on the activities /milestones hit by the user in the product	User is getting self-onboarded with an amazing experience	Self- Onboarding
3	After a series of communication, if the user is not following the guided path	Create a task for CSM to intervene.	Dynamic Onboarding along with the human intervention wherever it is necessary.	Self-onboarding of the users. If the customers are going off-track, there is a provision to get them back on track.	Self- Onboarding
4	Engage with product users when they use a feature A	Send email	To-reinforce value	Users will use feature A & understand the various use-cases. around it.	Product Adoption
5	Engage with Account (key users) when certain Account milestone(s) have not been met.	Send email	-To offer  consulting -To share supporting docs (best practices, how-to articles, video)	Drive Product Adoption for certain features/milestones.	Product Adoption

Once you onboard customers & make them live, you can use journeys for customer communication, retention, taking feedback, increasing engagement, to deliver values on various occasions.

Let’s see how User Journeys can be implemented in the Nurturing (Live) Stage.

Sr No	When to use	Key Action	About?	Goal to be achieved	To Drive
1	Engage with key product users when their last login/last activity is more than x days ago	Send email	- To solicit feedback - To educate around key features (best practices, how-to articles, video)	Re-engage with dis-engaged customers	Retention
2	Engage with key product users when their key feature usage is low	Send email	- To offer a product demo - To solicit feedback - To educate around key features (best practices, how-to articles, video)	Increasing product adoption	Retention
3	Set up periodic meeting request with key Account user	Send email	- For QBR - EBR - Renewal Discussion	Proactive meeting for Strategic Discussions	Value delivery
4	When you have added new module/feature to the product	Send email	Introducing new features with use-cases to a particular set of users	Onboarding users for new features	Retention
5	Engage with the right users to learn more and take specific feedback onboard	Send email	- By offering to take feedback from them - By offering them beta access	Increase engagement with key users	Feedback
6	Share product and service updates with key users	Send email	-To introduce new features -To share policy changes	Increase engagement with Key users & introduction to new users	Customer Communication

 

Let’s see how User Journeys can be implemented in the Trial Phase.

Sr No	When to use	Key Action	About?	Goal to be achieved	To Drive
1	When the user has not used feature A.	Send email	- To-reinforce value of your product - To share supporting docs (best practices, how-to articles, video) - To introduce to new features	So that user uses Feature A successfully	Product Adoption
2	Engage with Account (key users) when certain Account milestone(s) have not been met.	Send email	To offer  consulting	Drive Product Adoption for certain features/milestones.	Acquisition
3	Engage with Account (key users) when certain Account milestone(s) have been met.	Send email	-To showcase how the particular features can add value to their workflow -To provide next steps for them to convert (purchase).	Deliver value through communication	Acquisition
4	When new user has been added	Send an email, conditional drip	Dynamic onboarding of the user with conditional delays where communication with the user depends on the activities /milestones hit by the user in the product.	Self-guided tour of the product	Acquisition

These kinds of communication & workflows are must-haves.You can configure your use-case as per your requirements.

 

Get in touch with your Customer Success Manager at CustomerSuccessBox to configure  & to initiate right communication at the right  time.

Want to configure in CustomerSuccessBox now? Click here to see the configuration details.

Not a Customer? Request a CustomerSuccessBox Demo and learn various ways to build effective Engage with your users via Journeys.