High Touch and Low Touch Customer Engagement Strategies
In today's business world, customer engagement is critical to success. Companies need to find ways to engage with their customers, whether they are high touch or low touch. In this article, we will discuss the use of plays, a critical part of the Turn Zero platform, to drive attention and upsells. We will explore how our clients leverage plays to manage low touch customers and workflows that customer success managers (CSMs) can use to better engage with high touch key accounts.
Table of Contents
- What are Plays?
- Building Plays
- Use Cases for Low Touch Customers
- Use Cases for High Touch Customers
- Driving Advocacy
- FAQ
What are Plays?
Plays are predefined responses for specific situations. They can be as broad or specific as you want, depending on the complexity of your customer base and your organization's goals. The point of plays is to improve the customer experience, prevent missing easy expansion opportunities, and avoid CSMs wasting time on menial tasks.
Building Plays
To build a play, you need to determine who the play's target is, map out the fly steps, and define the goals of the play. The entry criteria are the first step in building a play. For example, if the play is designed to re-engage dormant customers, the entry criteria would be identifying all of your users or accounts that are dormant and haven't logged in for a certain period of time.
The next step is to map out the fly steps, which are the combination of emails and messages that you want to send out to customers and the tasks you want to assign internally. Lastly, you need to define the goals of the play, such as what needs to happen for someone to be removed from a play.
Use Cases for Low Touch Customers
When dealing with low touch customers, CSMs don't have enough time in the day to realistically engage with them directly. Therefore, it's essential to automate as much as you can but also escalate things to the CSM when necessary.
One use case for low touch customers is to encourage them to use a specific feature of your platform. You can trigger an in-app message to customers that aren't using that feature and include a video or knowledge-based link to educate them on how to use it. If that doesn't work, you can try a branded playful email that includes a case study or customer success story. If that still doesn't work, you can send an email that looks like it's coming directly from a CSM, using messaging around the fear of missing out. Lastly, if the customer still hasn't engaged, you can assign a task to a CSM to reach out to them directly.
Another use case for low touch customers is expansion. You can trigger a play to encourage customers to upgrade to a paid module. You can send an in-app message, a branded playful email, and assign a task to a CSM to reach out to them directly.
Use Cases for High Touch Customers
When dealing with high touch customers, it's essential to avoid over-personalization. Use message review to give your enterprise CSM the template to make their lives a little bit easier but give them much more control over the messaging.
One use case for high touch customers is to manage the onboarding process. Use journeyings to map out the customer lifecycle and different parts of that, like the onboarding process.
Another use case for high touch customers is to manage the transition when a champion or executive sponsor leaves. Assign the CSM a task to confirm that the champion has left and identify who the new champion or executive sponsor is going to be. Send the new champion a package with branded collateral and trigger an email that the CSM can customize.
Driving Advocacy
Driving advocacy is critical to success. One use case for driving advocacy is to send a direct mail or corporate gift to congratulate a customer on their success. Include something physical that's going to get them excited about working with you and generate goodwill.
FAQ
Q: What are plays?
A: Plays are predefined responses for specific situations.
Q: How do you build a play?
A: To build a play, you need to determine who the play's target is, map out the fly steps, and define the goals of the play.
Q: What are some use cases for low touch customers?
A: Use cases for low touch customers include encouraging them to use a specific feature of your platform and triggering a play to encourage customers to upgrade to a paid module.
Q: What are some use cases for high touch customers?
A: Use cases for high touch customers include managing the onboarding process and managing the transition when a champion or executive sponsor leaves.
Q: How do you drive advocacy?
A: Driving advocacy can be done by sending a direct mail or corporate gift to congratulate a customer on their success.
