Many teams use UserGems to focus on pipeline generation and sales acceleration, but tracking job changes or detecting key hires joining your most valuable accounts have profound impacts for customer teams as well.
When a past buyer, champion, or power user leaves a customer account, that represents risk for possible churn or a down-sell. And, when a key new hire joins, that also represents an account risk as that new hire may be charged with tech consolidation or changes and placing your status with them at risk.
Here are the most common use cases observed and recommended actions your team can employ to take advantage of these insights to mitigate risk and even expand accounts.
Past Contact Leaves a Customer Account
When UserGems identifies job changes for contacts we've been provided to track, the process of creating the new record also includes updating the former (now outdated) contact record. While we may also update your fields that indicate this as well, we will always update 'UG - No Longer at Company' = 'True.' This field can be invoked within your system of record, whether using a CRM or CSP (Customer Success Platform).
For UserGems and many of our customers, this triggers a playbook of recommended action for the customer CSM or AM.
One note: the volume of job changes your team receives can be significant. Consider applying filters for when these notifications generate. For instance, some customers choose to only populate if the contact was an Opportunity Contact, was marked as a Champion, or has a Director+ title.
Past Contact Joins a Customer Account
While the numbers vary customer-to-customer, it is not uncommon 5-20% of job changes to join another customer account. In these instances, this can be incredibly impactful for a few circumstances:
Churn Prevention
- If your customer is struggling with adoption, and a job changer that was previously a champion or power user joins, this can flip the script for your customer by leveraging their past experience and new social capital
Expansion
- If the job changer came from another account with higher adoption and expanded use cases, this can be a quick win for
Key Title Joins a Customer Account
Alongside of monitoring your known contacts for job changes, UserGems also provides Account Tracking for some customers whereby we monitor accounts for key titles as they are newly hired or promoted. Similar to the above use case where a job changer joins an existing account, this provides both risk and opportunity when new stakeholders join your customer accounts.
Churn Prevention
- While these contacts might self-identify and reach out to learn more, there is a strong possibility they will not, and will conduct audits of your use case without your knowledge.
- Your team being flagged of these key hires being filled and proactively reaching out to introduce who you are and what you do for them can head off risk.
Expansion
- Even if this new hire or promotion has no prior experience with your company, new stakeholders typically have hiring mandates, which usually include making new purchases.
A Note on Tracking Lists
Maintaining comprehensive data, especially around champion tracking, is key to deploying ongoing strategies that can help both prevent and mitigate risk based on stakeholder movements.
The reason for this is your company provides the contacts for UserGems to track and detect job changes. So if key contacts within your customer accounts are not provided to track then their movement will not be picked up. Here's a few questions for your consideration:
- Have you reviewed the tracking lists provided to UserGems?
- How does your team identify key contacts and champions with your information systems?
The image below shows our UserGems CSM team identifies and indicates key roles that ensures these contacts are tracked and generate the downstream benefits listed above.
Customer Success Platform Integration
While UG does not integrate directly with CSPs, we are integrated with SFDC and Hubspot.
Since CSPs are integrated with these CRMs, there is effective integrative functionality as the endpoints we generated can be picked up and leveraged by CSPs from your CRM.