Playbooks are perfect to build scalable processes for your team. A playbook helps you to ensure the quality of your customer success methodology, align your teams's process, and ease the on-boarding of a new CSMs. A great way to understand Playbooks is to think about a simple “if-this-then-that" manual that help your CSM to be proactive.
General advantages of creating customer success playbooks:
Ease the scale of your team when your company is growing
It is easily adaptive when your product is evolving or when your customers are encountering new challenges
You don’t need to rely on experienced individuals to understand the process
It implement standardized process to ensure the quality of your Customer Success
Playbooks help your CSMs to plan, organize and prioritize their most important tasks
You can measure, award or follow up with your under-performing CSMs
Creating a Playbook is broken up into 4 steps:
Information - Define basic details about your workflow
Trigger - Define rules to generate your playbook
Actions - Define the tasks that need to be performed by your team
Enable - Set your playbook live
Name your playbook and describe it
Define the entity: You can choose if you want the playbook to rely on an Account or a Contact level.
Triggers: A Playbooks is generated when a trigger is matched, there are four triggers available:
Segment - Whenever the contact/account enters or leave a segment
Stage - Whenever the contact/account enters or leave a stage
Health - Whenever the contact/account has a health evolution (such as "decline to bad health")
Event - Whenever the contact/account is performing a specific event such as "unsubscribe"
Only if condition is met:
You can add "specific" conditions that becomes required to generate the Playbook
Example: If you want a specific onboarding playbook for your Enterprise customers, then add a condition like this one: 'subscription_plan = Enterprise'
Choose if the Playbook should be created only once or every time the trigger is match by the customer thanks to the following options:
Trigger only once for each account, the first time it matches the trigger
Trigger every time an account matches the trigger
Actions will specify the tasks that your CSM needs to do in order to complete its playbook .
Task: A task should be a simple, detailed action, that needs to be performed
On top of selecting the kind of action that needs to be done, you can also select a due date and assign the task to another member of your team than the account owner.
Gmail - Email - HTML task: Create an email template, insert attributes to personalize it ("First Name", "Last Name", etc.), choose the sender and the recipients. The email will be pre-generated and will be editable before being manually sent. The Gmail action will be sent from your Gmail, the two other ones will be sent from your email provider.
Slack Notification: Create a slack alert, choose the channel where the alert should be sent & create the content of that alert.
Create and manage the different playbook's steps. You can add conditions to the step so that it is only triggered if the conditions are met.
You can decide to put delays between all steps. The following steps and actions will be created after this delay.
If those conditions are matched, the contacts or accounts will leave the playbook, meaning that no additional actions will be triggered.
Once your Playbook is ready, you can activate it.
Every playbooks triggered will be available directly in your personal Inbox (feel free to check our Salesmachine Inbox documentation here).
In the Playbooks section, you will have access to every "live", "draft" and "disabled" Playbooks.
For each of them, you can do the following actions:
Open: This action will give you basic statistics' information, access the playbook's description and show you the logs
Edit: You can modify/adapt your playbook
View Report: This will redirect you to the ‘reports’ section
If your playbooks are including emails, you can have a quick look on their statistics:
Go to 'open', then 'description' and then 'see email stats'