Robert Statsky

Using Gong.io

How should I use Gong.io?

I’ve used gong.io at 4 companies at this point. It’s a powerful tool that can be used in many different ways. From what I can tell, most teams use it just for call recordings and coaching. It is incredibly powerful for that, but it also allows for analytics and trackers that can support specific initiatives you hope to conquer on your CS team.

Coaching

Gong records calls and analyzes them. A number of tools use this, but it allows you to quickly and easily get the information you need out of the call. You can re-watch it and understand the point of the call very quickly. You can leave comments, use the analytics tools to make assumptions about the call, and hear specific sides of the conversation. Its a tool I would want at any company.

You can set up standards and score cards, and engage with your team directly on how they are interacting with clients.

It is also easy to do call reviews as a team while watching it.

Tracking Churn/Tracking Customer Satisfaction

The power of Gong trackers is interesting. You can track keywords and have them flagged when a customer or prospect says something on the call. You can use that to get a sense of what the conversation is about and what they are most concerned about.

Customer sentiment is something every company cares about but you can use the tools in gong to track, this.

Tracking Employee KPIs

How many calls did my CSMs have this week? When someone says they are “so busy” but you see no meetings on their calendar and only 1-2 calls. You can then ask yourself what they are spending their time doing and how that is best supporting their customer base.

There are almost limitless possibilities here, but that is a baseline.

After that you can dig into how long the calls are, and then also get a better sense of the content. Are they speaking more than the customer? How helpful are they? What is their tone? What was the follow up?

As always, here is what Chat GPT tells us to look out for:

Gong.io can be a valuable tool to enhance customer interactions and gain valuable insights. Here’s how you can make the best use of Gong.io:

  1. Review Customer Interactions:
    • Utilize Gong to review recorded customer interactions, such as sales calls, onboarding sessions, and support calls. This provides a firsthand understanding of how customers engage with your team and the challenges they may be facing.
  2. Identify Customer Pain Points:
    • Analyze customer conversations to identify common pain points, objections, or concerns. Use these insights to proactively address issues and improve the customer experience.
  3. Training and Coaching:
    • Leverage Gong as a training and coaching tool for your Customer Success team. Identify areas where team members excel and areas that need improvement. Provide targeted coaching to enhance communication and problem-solving skills.
  4. Onboarding Optimization:
    • Use Gong to assess the effectiveness of onboarding sessions. Identify any patterns or challenges that customers frequently encounter during onboarding and refine the onboarding process accordingly.
  5. Customer Feedback Analysis:
    • Analyze customer feedback captured during conversations to understand sentiment and satisfaction levels. Identify opportunities to enhance customer satisfaction and address any issues that may arise.
  6. Competitive Analysis:
    • Monitor customer conversations related to competitors’ products or services. Understand customer perceptions and preferences, allowing you to position your SaaS product more effectively in the market.
  7. Cross-Functional Collaboration:
    • Share insights from Gong with other departments, such as Product Development and Marketing. This cross-functional collaboration ensures that customer feedback is incorporated into product improvements and marketing strategies.
  8. Customer Success Playbook Enhancement:
    • Refine your Customer Success playbook based on real customer interactions. Update playbooks to include effective communication strategies, objection handling techniques, and approaches that resonate well with customers.
  9. Data-Driven Decision-Making:
    • Use data and analytics from Gong to inform data-driven decision-making. Identify trends, patterns, and correlations that can guide strategic decisions related to customer success initiatives.
  10. Proactive Issue Resolution:
    • Identify potential issues or challenges faced by customers through Gong insights. Proactively address these issues before they escalate, demonstrating a commitment to customer satisfaction.
  11. Customer Health Monitoring:
    • Monitor the health of customer accounts by analyzing conversations for indicators such as engagement levels, sentiment, and feedback. This proactive approach allows you to identify accounts that may be at risk and take preventive measures.
  12. Performance Benchmarking:
    • Benchmark the performance of your Customer Success team against industry best practices. Identify areas of improvement and implement strategies to align with or exceed industry standards.
  13. Collaborative Learning Sessions:
    • Organize collaborative learning sessions where team members can share successful strategies and learn from each other. Use Gong insights to showcase exemplary interactions and encourage knowledge-sharing.
  14. Customer Advocacy Identification:
    • Identify customers who are strong advocates for your SaaS product through positive interactions captured on Gong. Leverage these advocates for case studies, testimonials, or referrals.
  15. Continuous Improvement:
    • Foster a culture of continuous improvement within the Customer Success team. Use insights from Gong to regularly assess and refine customer success strategies and processes.

By effectively using Gong.io, you can transform customer interactions into actionable insights, enhance team performance, and drive continuous improvement in the customer success efforts of your SaaS company.

Back to List