Creating a goal template in Freshdesk Customer Success is the first step toward standardizing, measuring, and reporting on CSM engagement with customers. Goal templates provide the perfect skeleton for your customer engagement activities.
If you aren't familiar with the concept of a Success Goal in Freshdesk Customer Success, head over to Success Goals Overview before proceeding.
What is the goal template?
A goal template is used to standardize and automate core CSM engagement processes such as:
Renewing an annual customer
Cross-selling another product in the portfolio
Up-selling a higher plan
Driving adoption of critical product modules and features
Getting testimonials and case studies from customers to drive advocacy
Within a goal template, you can define a playbook of tasks for CSMs to complete to help achieve the goal.
As a prerequisite, it is highly recommended to have answers to the below questions before creating a goal template:
Which subset of accounts is this goal for? Build an account list with this account criteria and have it saved before building a goal template.
Is this a mandatory goal for CSMs and needs to be automatically deployed? Or can CSMs choose to start this goal as and when they deem it necessary?
Is the goal quantifiable with any kind of available data in Freshdesk Customer Success (such as NPS)?
What are the steps (or tasks) needed to accomplish the goal?
What account fields would CSMs need to view or update while working on the goal?
If you are an Admin, to create a Goal Template, navigate to Settings > Management Center > Goal Templates. A list of default Goal Templates will be displayed.
Note: Non-admin users do not have the privilege to create Goal Templates.
Click on the 'New Goal Template' button located on the top-right of the Goal Templates section. You will be taken to the New Goal page that contains a 5-step guided goal template creation flow. The five steps are:
Here you can define the desired goal and what the impact of goal completion will be. Use the description to communicate the importance and objectives of each goal.
Fill in the following fields:
Category: this will allow grouping, filtering, and reporting of similar goals.
Note: Categories are customizable by admins in Management Center > Manage Fields > System > Engagement category
Target completion time
Click Save and continue after entering the above goal properties.
Step 2: Fields - Add measurements and context
Admins can help CSMs track and quantify their progress towards accomplishing the goal by following the below steps:
Map an account metric that will reflect the progress towards achieving the desired goal
Set a target number for that metric
For example, if the goal is to upsell the customer to a premium plan, admins can select the Monthly Recurring Revenue (MRR) Account360 field as the measurement metric and set a target to increase it by 20% of the starting MRR start value.
In addition to measurements, it's important to keep relevant account and goal context for CSMs while they work on goals.
In the above example, Admins could map the NPS rating Account360 field to the goal so that CSMs can view/modify (if permitted) the field to see if the customer is a promoter or not. Similar goal-level fields can also be added and edited by the CSM.
Mapped Account360 fields can be viewed and modified by CSMs on both the goal quick access slider and goal full view.
Step 3: Define playbook for success
A playbook is a grouping of tasks and touchpoint scheduler tasks that need to be completed in order to achieve a specific goal. Tasks are created within the playbook to guide the CSM on what needs to be completed.
You can add a Task or a Touchpoint scheduler task based on the requirement and fill out the properties of each task. Once all the tasks are added to the playbook, you can toggle the Start date: option: to indicate if the tasks are to be executed sequentially or parallelly.
Select 'On completion of previous task' for sequential execution of the task
Select 'On start of previous task' for parallel execution of the task
In addition, these tasks can be set to begin after delays of hours, days, or weeks – this closely mimics the typical interactions between CSMs and customers. These versatile workflows offer the flexibility to replicate the actual customer lifecycle.
With a Playbook in place, the CSM will now have a clear objective (Goal) they are working towards with their customer and a path (Tasks) to reach that goal.
Step 4: Automation
Automation can be used to assign CSMs critical goals automatically. Additionally, you can create goals that can be started manually by CSMs by selecting “CSMs start the goal manually”.
To automate the goal template, select "Auto-deploy this goal to specific account lists" and select the account list to which the goal will be applied. If there is no existing account list, you can click 'Create a new list' to define one.
Next, if there are multiple account owners, we need to configure how an account owner gets assigned a goal:
Randomly: a purely random algorithm will select one of the owners to complete the automatically assigned goal
Use task group: Refer to task groups support article
Lastly, we need to ensure the goal automation doesn’t create duplicates by setting the deployment preferences. Since the goal automation criteria are based on an account list rule which can be true perpetually, a delay can be set to make sure duplicates aren’t created. If this goal requires one-time action on the account, such as Onboarding, then you can select the option “Never deploy if the same goal exists”.
Once you have selected the “CSMs can start goal manually”, you would have the option to define the playbook tasks assignment. For each defined task, you can either assign it to the goal owner or a task group. This is specifically useful when a task should be assigned to another account owner, such as an Onboarding specialist or implementation engineer.
Step 5: Review
Reviewing is an important final step before publishing your new goal template. Once the goal is published, certain fields such as category, measurement metrics, milestones and existing tasks cannot be changed.To make a change, the goal template can be cloned and a new Goal Template can be edited before saving.
The review page displays all the information entered. If changes are required, navigate to the appropriate section and make any necessary changes. If the Goal Template is ready to be published, click Publish.
Congratulations! You have created your goal template.
Note: Once a goal template is published, it will be visible in the goal library in Freshdesk Customer Success and provides CSMs an option to add the new goal to an account.
Steps in creating a success goal via 'Add new' button
Click on the 'Add new' button on the top-right corner of your Freshdesk Customer Success instance.
Search or browse through available goal templates. You can view a goal template and preview the content before deploying them to relevant accounts.
If you don't find a goal template that is relevant for the account, then you can either request the admin to create a Goal Template or click on the 'New Goal' button to define your own goal. Note that CSM-defined goals will not be added to the goal library and do not have mapped measurement metrics or automation capabilities. They can only be manually deployed.
Note: To access 'Goals' from the Account360 page, ensure 'Goals' is enabled from the settings page. Go to Settings > Management center > Account settings > Customize account layout > Other tabs. Scroll down and ensure that 'Goals' tab name is not hidden (uncheck the box).