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Gainsight Inc.

Challenge A7: We don't have a way to operationalize or track our customers' lifecycle

Use the Lifecycle Design business process to drive your organizational efficiency, by automating lifecycle segmentation and to improve visibility through lifecycle insights.

Prep Work & Vault Assets

Below is the prep-work for this tutorial, which includes best practice material and optional resources to download from Vault.

Gainsight Strategy Workbook

  • You should have worked to define your customer lifecycle stages and the touchpoints associated with each stage.
  • Learn more about customer segmentation here.

Suggested assets to download for this exercise:

Playbooks:

Rules that trigger Calls to Action:

Required Data Points – These data points will be used in each of the rules and should match data points you have in your own Gainsight instance.

  • New Customer Kickoff: Customer start date to identify age of customer.
  • Closed Calls to Action (CTAs) from previous lifecycle stages: e used to identify when a CTA closed
  • Renewal Date(s): the date of a contract renewal, which could be at the account object or a child object with contract information.

Configuration Resources

In this section, we’ll guide you through implementing the business challenge process. It’s important to keep in mind that every customer instance is unique, while following these examples you may need to make customizations to suit your business processes.

The Gainsight features we will use: Milestones, CTAs (Rules Engine), Customer360.

Prep Steps

In this first step, you'll configure Gainsight to assist in your lifecycle management, including updating the Customer Stages to match your customers' journey. You'll also create a series of Milestones, that will allow you to capture major events in a customer’s journey, including when they first became a customer, when onboarding was completed and when they’ve renewed their contract.

Prep Step 1: Create/Update Customer Stages

  • Benefit: Map Lifecycle Stages across segments and track customers through their customer journey.
  • Action: Add stages for each segment

Prep Step 2: Create Milestones

  • Benefit: Track major events at the customer level
  • Action: Add new Milestones in Gainsight:
    • New Customer Signed
    • Onboarding
    • Renewal

Configuration Instructions

The following tutorials walk you through the configuration required to trigger the relevant CTAs:

Next Steps

You’ve now built 3 processes in your Customer Lifecycle Journey, but we still have some work to do in completing the entire workflow. You can continue building rules that will change customer stages and trigger new CTAs when a previous CTA closes. Below are some additional next steps that we’d like to highlight.

  • Continue to build out additional CTAs to complete the customer lifecycle journey. Here’s a few ideas to get your started:
  • Follow Gainsight’s other best practices, by implementing another V3D business challenge. Here are a few we suggest to get started:
    • Are there customers you can’t touch with manually outreach that need proactive attention? Supplement your customer journey with Gainsight’s CoPilot and take your business processes to the next level! Review V3D challenge A1.
    • What happens when a customer is at risk? Use Gainsight’s Risk Framework to build internal processes for managing customer risk. Review V3D challenge B1.
    • Do you need to create more visibility to your management team on activities your CSMs are doing around the customer lifecycle? Review V3D challenge C4.

Additional Configuration Resources

If you need additional information to configure your Lifecycle Design, refer to:

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