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Where Do You Start?
For those just getting a Customer Success platform or reporting system up and running, deciding what metrics to track can be confusing. There are so many data points in Customer Success, but which are the ones that really give you insight into the health of your customer, and which ones should you prioritize right away?
Total Usage/Users and Days Since Last Login: Understanding the amount of users using the platform and the frequency at which they are using it will give you insights into how much the platform is a part of their daily routine versus an afterthought or final resource. Tracking trends over time is another way to show clear indicators of challenges in the account.
Days Since Last Activity: I have found that I can actually forecast a fairly accurate renewal percentage for a book of business based almost solely on days since last activity. This may not be true for some of the low-touch support models, but if you have a high-touch model this data point is incredibly key. If your customers aren’t speaking to your CSMs (this activity should be a call, not an email), then they are either not finding value in the time they have with the Customer Success Managers, not finding value in the platform and can’t be bothered, or both.
CSM Health Rating: This is a completely subjective rating, based on what the Customer Success Manager discovers in their calls or other interactions with the customer. As soon as a Customer Success Manager gets any red flags in their customer engagement, they want to be changing the account health from green, to lower. Whether the account health change triggers a playbook or rolls up into a trended view that feeds into a challenged account review, this subjective insight is as important as any objective data set.
Total Tickets Created in the Past 7 Days: At times, a CSM can think that there is smooth sailing in an account, only to discover that multiple end-users have been engaging with Support, and that information isn’t rolling up to the CSM. Decide what level of tickets should trigger a red-flag in an account, and have a playbook or a notification that fires for the CSM when an account hits or exceeds this threshold.
Getting a Foundation
There are many, many more data points that can help monitor product adoption, successful business reviews, positive upsell conversations, and more that you will want to consider over time. However, as a starting point, the above four data points will give you a very good handle on your full set of customers and enough insights into trends to enable you to manage the book objectively.
Sherrod Patching is the VP of Customer Success at Leadspace, an Audience Management Platform that applies advanced artificial intelligence (AI) to a complete data management solution for your accounts, leads and contacts. Originally from the west coast of Canada and having spent the past 20 years in London and now San Francisco, Sherrod has been in the customer success space for going on 7 years, leading CSMs, support and solution/PS teams. Outside of her passion for helping build teams that partner with customers in driving towards positive business outcomes, Sherrod spends most of her time running around after her two year old.