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Gainsight Inc.

Journey Orchestrator and Automated Email Overview

Gainsight NXT
Gainsight helps innovative companies protect and nurture their most valuable asset - their customers - with the power of our award-winning platform. With our Customer Success Solution, you can gain deeper insights into customer behavior, operationalize the customer lifecycle, and coordinate actions and results across teams.

This article supports Gainsight NXT, the next evolution of the Customer Success platform. New and upgraded customers are deployed on Gainsight NXT.

If you have not upgraded and are using Gainsight Salesforce Edition, you can find supporting documentation here.

Not sure what your team is using? Click here.

 

Journey Orchestrator is your center for automated communications. It leverages the power of automation to make your job easier as you communicate with customers at scale.

The benefits of using Journey Orchestrator include:

  • Efficiency - save time by sending communications to customers at scale without losing the personal touch
  • Customization - leverage a wide range of options such as auto-populated tokens, multi-step outreaches, multiple variants, and more
  • Integration:
    • Link your emails triggered by Programs, to other features in Gainsight (e.g. CTAs (Calls to Action), Surveys, etc.) to enhance your ability to manage your customers
    • Link your events to trigger a Program. For instance, whenever a customer is onboarded, he/she will be triggered with a Program which is already configured according to your business requirement. Here, the Event is: A customer is onboarded, and the Program is: a series of predefined actions which customer should undergo during onboarding.      

Gainsight enables customer success teams to launch automated emails based on customer attributes such as health score, product usage, survey results and lifecycle stage. Through automation, you can scale customer touches and engage with a growing list of customers often and effectively. Typically, the Gainsight Admin or someone in an Operations role will manage your Journey Orchestrator automated outreaches, including email template design, scheduling, and so on.

Some of the most common automated email use cases include:

  • Welcome emails for new customers
  • Product release notification and overview
  • Quarterly NPS survey emails
  • Send customers reports with key insights in a regularly scheduled email
  • Reminders of upcoming Renewals or Quarterly Business Reviews

These email campaigns are defined and owned by the Customer Success or Customer Management teams, rather than marketing teams that rely on marketing automation tools such as Marketo, Pardot or Eloqua.

Journey Orchestrator Features

Highlights of Journey Orchestrator include:

  • Email Templates: Gainsight offers an intuitive WYSIWIG editor to create HTML emails from scratch. You can also paste in HTML. Key features of email templates include:
    • Tokens: You can avoid the hassle of manually writing in first names and other details for each customer. Use tokens while creating an email to pick the required values dynamically.
    • Survey and Reports: Easily attach and display Gainsight surveys and reports into the email template. Survey links are tokenized, so you can automatically associate responses to Survey Recipients. You can add  filters to the Reports and filter by Company ID or Person ID to ensure recipients only receive data for their company.
    • Variants: Easily create and send multiple variations of an email within one Outreach to scale personalized customer communications and simplify reporting. For more information, refer Create and Send Multi-Variant Emails.
  • Programs: You can design multi-step outreaches that guide your customer through a responsive series of email interactions to reach an enhanced outcome.

  • Journey Analytics: Out-of-the-box, you get a graphical representation of the Outreach (emails) statistics sent to customers. The parameters for analyzing the emails sent are: Sent, Opened, Clicked, Bounced, Marked As Spam, and Unsubscribed.

    • NPS Text Analytics: Using NPS Surveys, you can gather information regarding customer pain points, parts of the product that are working, and suggestions that can drive action. The NPS Text Analytics feature uses several analytical techniques to break down and classify the textual information contained in NPS comments and makes it available for reporting purposes.

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Survey Distribution

Surveys can be distributed as part of the Program feature. With Gainsight Program, you can design outreaches with multiple messages that guide your customer through a responsive series of email interactions as part of configurable models. For more information regarding this feature, see the article Introduction to Program.

Email Assist Tasks (semi-automated email)

Gainsight also offers a semi-automated email feature called Email Assist, which is accessible to CSMs using Calls to action in the Cockpit. We recommend using Email Assist tasks when your CSMs need more control over the scheduling and contents of the email. Email Assist tasks utilize Journey Orchestrator email templates, but your CSM selects individual contacts to send the email to, and the email contents can be customized as needed. See Configure Email Tasks to Send from Cockpit for more info.

Feature Comparison

For information on how Email Assist and Journey Orchestrator Programs compare to one another, and their available functionality, refer to the below table.

Functionality Email Assist Programs
Level of Automation Semi-Automated Automated
Use Case 1:1 Customer Outreach 1: Many Multi-step Customer Outreach
Benefits
  • Increases team productivity while reinforcing consistency and best practices
  • Combine the efficiency of automated email with the effectiveness of a CSM’s contextual understanding of the customer
  • Structure touch processes to stay on top of renewal reminders, survey follow ups, risk mitigation, and reaching out at different lifecycle stages with personalized emails
  • Multi-step email campaigns to further encourage a structured "hands-off" approach to customer touch.
  • Easily incorporate surveys into your outreaches and watch as your campaign model dynamically adjusts to customers’ responses, sending them down paths that align with their individual experiences
  • Use sophisticated capabilities of Gainsight’s Rules engine query builder to create recipient lists
Reporting Report Builder Report builder and in-app analytics
Recommended User Type CSM/Team member once the Admin sets up the email templates Admin in order to restrict 1:many outreach
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