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Interaction Studio Classic Only

The use cases in this playbook are for customers using Interaction Studio Classic (formerly Evergage Classic) ONLY. For customers using the Interaction Studio 'Campaigns and Templates' application, refer to the Use Case Library instead.

There are five key stages in the lifecycle of a customer. Each one plays an important part in the ongoing success of the customer, and more importantly, the ongoing success of your business. If you can manage each of the four stages correctly, you will reduce churn and increase revenue from your customers.

  • Prospect--use data about prospect interaction with products and categories on your site to shape their first experience as a customer and validate their buying decision
  • On-Boarding--provide customers with an on-boarding experience tailored to their goals and needs by driving them towards elements that will make them most successful
  • Educate and Support--make customers aware of any new features or product enhancements and provide support when and where they need it in your application
  • Up Sell and Cross Sell--find potential up-sell and cross-sell opportunties based on customer behavior in your application 
  • Churn Reduction--manage renewal opportunities and isolate any customers who are showing signs of potential attrition

Interaction Studio can help you make each of the stages more impactful based on the actions or inactions of the customer and improve your revenue stream. Using Interaction Studio to track and monitor customer activity across your product gives you insight into where they are in the lifecycle. You can get ahead of potential issues and deliver a personalized experience tailored to each customer's needs every time they are using your product.

How to use these articles

The following articles offer best practices for using Interaction Studio to optimize the experience for your customers and reduce churn

Lifecycle StageQualification CriteriaStrategyPlaybook ID/Name
ProspectAnonymous userVariousSee Demand Generation playbooks page for more information
On-BoardingNewly logged in customerCreate excellent first-time experience220 - In-trial – prospect on-boarding
238 - Introduce helpful tips to drive customer success
EducationNew and existing customersIncrease product usage and feature awareness166 - Display maintenance/outage message
155 - Communicate new product launch
164 - Call-out new product Features
167 - Collect Net Promote Score (NPS) feedback (monitor, engage, learn)
104 - Add survey and show relevant content to answers
303 - Promote Features with Email 
Cross-sell and Up-sellExisting customers using the productDrive revenue and customer satisfaction230 - In-app message customers who have been sent an email offer (with the same offer)  
SupportCustomers looking for additional guidanceProvide the right information at the right time223 - In trial – offer additional support
Reduce overall support costs165 - Reduce support calls
Churn ReductionCustomers in renewal cycleIdentify potential churn indicators and take action227 - Churn reduction – remove access to features
247 - Use callouts to promote unused features