Reaching new CSM heights with HelloGuru

A CSM’s main job is to drive retention of a company’s product and services. With HelloGuru, they will be able to do that through data-driven actions.

Reaching new CSM heights with HelloGuru

A CSM’s main job is to drive retention of a company’s product and services. We need to help customers succeed in the use of a product and achieve their goals, which was initially why they purchased it.

While it’s impossible to guarantee that a customer will be retained and that there is an opportunity of a cross-sell or upsell, there are definitely indicators that tell us the likelihood of it. These indicators can be things such as product usage, number of users with an account, integrations (if applicable) plus other checkboxes that are specific to each business.

The problem lies on where these indicators, this information, actually is. A CSM often has access to a CRM that contains some information about a customer. However, this information is mostly related to sales and marketing, which is of little use to a CSM when thinking about how a customer is using a product.

The information a CSM needs lives in a product database which, more often than not, they don’t have access to. And even when they do, working with this type of raw data is a pain, and taking it to a CRM usually requires Python scripts, which sounds more like an engineering job. It’s a black box.

How does HelloGuru change this?

With HelloGuru, a CSM can take data from a product database and sync it on the systems they already use, such as a CRM. HelloGuru enables CSMs to do all the necessary data transformations and create the syncs, using 100% No-Code technology.

For what purposes would a CSM use this?

  1. The first use case is visibility and reporting. A CSM can use HelloGuru to take data from a database, or any datasource, and plug it into their existing data systems. They can then trigger alerts and create reports on their existing systems based on the data brought from the database.
  2. Second use case: Send emails based on user behavior. We’ve talked about how important product usage data is for retention. A CSM can use the data uploaded with HelloGuru to trigger emails that prompt customers to do certain actions in the product.
  3. Re-engage users. We all know about those users that create accounts and buy a product, but are simply not using it. Either because they forgot, or they haven’t had the time to do it. With the data transferred with HelloGuru, CSMs can easily enroll users in email campaigns that remind them to login.
  4. Upsell campaigns. We’ve been talking a lot about preventing churn. But what about the positive outcomes, and growing the business? It’s very likely that you have superusers that know how to use your product and are very happy with it. They are examples of success, and role models of what all customers should be. Again, this data lives somewhere else, and it’s possible that as a CSM, you haven’t had the chance of engaging too much with those superusers. Through leveraging your product data, and transferring it through HelloGuru to your email systems, You can create email campaigns to engage these superusers.

You can even take it to the next level. Take your data to a product like HubSpot, Drift or intercom using HelloGuru and have a chatbot on your product or website that prompts them to start a conversation about your additional offerings.

Okay, I get it, but how does this look like in real life?

Let’s look at this through an example. Company X is a B2B software company that allows businesses to create websites and landing pages using No-Code. Their Customer Success team knows that in order to retain their accounts, each customer should have at least two users registered in the tool, one analytics tool connected (such as Google Analytics), and at least two projects published per month. if customers do not have these metrics, it’s very likely that the account will churn.

Company X has lots of customers, so it’s impossible for the CS team to do a deep dive into each customer account and look at the different indicators in a manual way.  If CSMs wanted to look at this data in an aggregated manner they would have to go into the company’s PostgresDB, which is where the product data lives. This is a problem for several reasons. First, they don’t have access to the database, and second they don’t have the time to be performing queries again and again in search of the metrics they need.

This company uses HubSpot as a CRM, and the CS team loves it for its ease of use. The only problem they have is that HubSpot doesn’t have the KPIs the team needs listed. Well,  fortunately for Company X, that’s where HelloGuru comes in.

When Company X starts using HelloGuru, all they would have to do is connect their PostgresDB to HelloGuru, which should take no more than a minute. This is what we will call the data source. Following that, the next step would be to connect the destination, which is their HubSpot CRM.

Case Study: Theneo
When looking for a solution to their data issues, Ana Robakidze, CEO and Co-Founder of Theneo, found in HelloGuru an ally.

Now, what do I do for the information to start flowing?

The next step is the most important one. The CSM will then use HelloGuru to make the transformations to the data they need. This means, performing a calculation, taking out unnecessary text data, and standardizing dates into a familiar format. All this using No-Code, and it’s only needed to be done once.

After transformations are done, the CSM will only map the fields they have in HelloGuru to the appropriate fields in HubSpot. Set up how often they want the sync to occur, and that’s it!

Customer KPIs will now appear in HubSpot, ready for the CSM to see in an easy manner for any reason they need. Whether it’s to enroll them in an email campaign or to reach out proactively.