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Take the Offense on Engagement

Posted on 9.23.2013

“Engagement” is certainly a buzzword, but it’s also a way for businesses to increase retention and revenue – if the right message gets to the right person at the right time.

Last week, Scout Analytics revealed “Scout Playbooks,” which orchestrates workflows and automation across sales, customer success, marketing, product management and finance teams. Scout Playbooks personalizes customer engagement at every level of the relationship, tailoring engagement to the specific needs of each buyer, stakeholder and end-user. 

“Companies have to develop strategies for cost-effectively retaining and growing revenue from existing customers,” said Matt Shanahan, senior vice president of strategy at Scout Analytics in a company statement. “By combining predictive analytics with customer engagement orchestration, Scout Playbooks allows companies to provide a more personalized and improved customer experience at higher scale with lower costs. Scout Playbooks also allows companies to run the right play for the right customer at the right time while increasing profitability.” 

This launch comes on the heels of Scout Analytics’ closed-loop Renewal Performance Management solution that helps predict renewal opportunities for subscription-based businesses. According to Shanahan, RPM originally relied on reports such as renewal reports, trial reports or compliance reports that sales would use to prioritize their time. Scout has created specific playbooks to be used within the RPM solution

“For example, the Renewal Playbook automatically alerts a sales manager of an opportunity via a task and tracks the result,” said Shanahan in an email. “Likewise, the Trial Playbook would send a message to the user to encourage them to convert and send an alert to the sales manager to call the prospect.  Another example is the Compliance Playbook that would alert a sales manager of a customer that was violating the terms of use.”

Here’s a rundown of other features in Scout Playbooks:

Playbook Editor: A visual editor to define triggers quickly, automations, workflow, and resolution criteria that allow business users to improve the scale and efficiency of their customer engagement processes.

Playbook Orchestration: Improves the quality of customer processes by matching customer engagement to individual customer needs to improve resource allocations and efforts.

Playbook Performance Tracker: Tracks the resolution of each play within each playbook to identify which are effective and which are not enabling continuous process improvement.

Playbook Management: Console that allows for quick deployment or suspension of automated processes, allowing for rapid responses to customer needs.

To give readers a better example of how Scout Playbooks works, consider these essential steps:

1. At the first log in, for example, users will define trigger conditions, assign automation or workflows and define desired outcomes.

2. Users will then initiate the automation and workflows in target systems and coordinate plays across playbooks.

3. Then it's time to track results in real-time, including by play and in-progress plays.

4. Users will then optimize for continuous improvement. 

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