This year, customer success organizations face mounting pressure to evolve from cost centers to profit centers that drive positive revenue growth. This critical transformation was at the forefront of several sessions during this year’s TSIA World Interact conference, where representatives from industry leaders Gainsight and Cisco took the stage to share their valuable insights on successfully monetizing customer success.
Customer success, once considered an art project, is now being approached as a science, with organizations seeking innovative tools and platforms to unlock their true potential. Let's delve into the key takeaways from these presentations by Gainsight and Cisco and shed light on their strategies and experiences in turning customer success into a formidable driver of financial success.
Content Development and AI: Unlocking the Power of Artificial Intelligence
During the session "Content Development: Are You Keeping Pace?," Jim Box, leader of learning and development at Cisco, shed light on the remarkable rise of artificial intelligence (AI) and its pivotal role in content creation. As AI-powered tools like ChatGPT gained incredible traction, amassing 100 million unique users within their first two months, the value and potential of AI in our daily lives have become abundantly clear.
The adoption of AI-driven content offers numerous benefits over traditional content development methods, revolutionizing the way companies engage with their audiences. Some key advantages are:
- Personalized and Adaptive Learning: AI enables content to be tailored to each individual's needs, preferences, and learning pace. This customized approach empowers customers to receive the required information, enhancing their learning experience.
- 24/7 Support: With AI-powered content, customers can access support and information anytime, anywhere. Gone are the days of limited availability—AI ensures round-the-clock assistance, improving customer satisfaction and reducing response times.
- Intuitive Tutorial System for Feedback and Guidance: AI-driven content incorporates interactive tutorials that provide real-time feedback and guidance to users. This intuitive system empowers individuals to learn and navigate complex concepts easily, fostering a more enriching and productive learning journey.
However, Box also acknowledged that Cisco faced challenges in tracking content development. Despite trying various project management tools, none could fully address their specific needs. In 2022, Cisco embraced the scaled agile framework (SAFe), a flexible and adaptive methodology that revolutionized its reporting capabilities to executives and project managers. This enabled them to gather and analyze valuable data, facilitating informed decision-making.
Moreover, Cisco made strategic changes to its content-sourcing approach. Initially, they produced all their content in-house, but recognizing the value of collaboration, they now leverage partnerships with trusted content creators with expertise on specific topics. This shift allowed Cisco to tap into a broader pool of knowledge and resources, enriching the quality and diversity of its content.
Throughout Box's presentation, a recurring theme emerged: the importance of embracing disruption. To thrive in a rapidly evolving industry, organizations must be open to adopting transformative technologies like AI in their content development strategies. By fostering a culture of innovation and embracing change, businesses can stay ahead of the curve and avoid being overshadowed by competitors.
Incorporating AI into content development is not just an option—it's becoming necessary for organizations aiming to provide exceptional customer experiences.
To read more about Cisco's content development strategy, check out this report.
Accelerate Growth in a Crowded Market: Gainsight's Winning Strategies
In an increasingly crowded market where competition is fierce, maintaining a laser focus on customer outcomes is paramount. Gainsight, the industry's category leader in customer success, shared their insights during their session, "How a Laser Focus on Customer Outcomes Can Accelerate Growth in Crowded Markets." In this session, they outlined four key capabilities that Gainsight has invested in to accelerate growth and stand out from the competition:
- Gainsight Essentials: Recognizing the importance of supporting customers in their early stages of maturity, Gainsight launched Gainsight Essentials in March 2020. This accelerated program offers a streamlined and faster path for customers to set up and scale their growth engines.
- ValuePlan: To help customers navigate the complexities of product maturity, Gainsight leveraged the power of ValuePlan, a maturity assessment tool developed by Method Garage. By assessing where buyers and sellers stand regarding product maturity, ValuePlan significantly reduces the learning curve for less experienced individuals.
- Your Suite of Resources: Gainsight understands that equipping customers with the right resources and knowledge is vital for their growth and success. Enter "Your Suite of Resources," a comprehensive platform that offers a wealth of curated support materials and educational events.
- Essentials Accelerator: Gainsight takes customer success to new heights with the Essentials Accelerator, an exclusive community of customers and alumni. This powerful platform fosters collaboration and connections among experienced professionals in their respective markets.
In a crowded market, Gainsight's commitment to customer outcomes and investment in these four capabilities has positioned them as a force to be reckoned with. By offering tailored programs, leveraging advanced assessment tools, providing comprehensive resources, and fostering collaboration, Gainsight empowers its customers to thrive and achieve remarkable growth.
By embracing these strategies and adopting a customer-centric approach, businesses can differentiate themselves in crowded markets, propel growth, and secure their position as industry leaders.
Unleashing Competitive Success: Insights from Cisco and Gainsight's Strategic Investments
Customer success organizations are under immense pressure to remain competitive and drive growth in today’s market. As highlighted by industry leaders like Cisco and Gainsight, making strategic investments and adopting innovative approaches are crucial for success.
Cisco and Gainsight have demonstrated their commitment to staying ahead of the curve. Cisco's embrace of artificial intelligence (AI) in content development showcases the transformative power of technology in enhancing personalized learning, 24/7 support, and intuitive tutorial systems. By accepting disruption and leveraging AI, organizations can unlock new opportunities for success and avoid being overshadowed by competitors.
Similarly, Gainsight's focus on customer outcomes and its investments in capabilities like Gainsight Essentials, ValuePlan, Your Suite of Resources, and the Essentials Accelerator have proven to be game-changers. These initiatives offer tailored support, streamline maturity journeys, provide comprehensive resources, and foster collaboration, ultimately accelerating growth in crowded markets.
The journey toward transforming customer success from an art to a science requires a forward-thinking mindset and a willingness to embrace change and strategic investments. By following in the footsteps of organizations like Cisco and Gainsight, customer success professionals can navigate the challenges, stand out in crowded markets, and pave the way for long-term success in the dynamic business world.