In this excerpt, we'll show how Customer Success solutions deliver actionable insights about the effectiveness of onboarding, QBRs, playbooks, and more.
“If you can’t measure it, you can’t improve it.”
It's an old management adage that is still relevant today. Unless you measure something, you don’t know if it is getting better or worse, and that’s true with Customer Success Management.
By analyzing the data collected and calculated by CSM solutions, Customer Success teams can measure the impact of various practices, make adjustments to them, and determine if they are improving those practices.
Lets look at some examples.
Onboarding is one of the most vulnerable phases in the customer lifecycle, and SaaS companies are investing significant resources to ensure that the onboarding process is as effective as possible. When changes are made to this process, it would be valuable to measure the impact of those changes, and CSM solutions that incorporate advanced analytics let you do exactly that.
For example, you can create two separate customer groups: those who went through a previous onboarding process and those who went through the “new and improved” version. You can then compare those groups over the time period following their on-boarding using a number of customer success metrics, such as retention rates, health scores, activity levels - even how often they used various features of your product.
This type of analysis allows you to measure the impact of those process changes, and verify the improvements you were hoping to achieve.
Similarly, you can also measure the impact of many other CSM processes.
Do adoption rates at accounts increase following a QBR? Did changes to a training program lower support ticket incidents? Which Playbook tasks are having the biggest success rate in addressing churn alerts?
CSM solutions that provide advanced analytic functions can deliver actionable insight on how to improve a variety of processes.
Being able to measure and understand the impact of CSM processes on Customer Success metrics has even more benefits. SaaS companies can set specific CSM process goals — either at the team or individual level — and drive continuous improvements in customer health scores, activity rates, retention, etc.
The value of advanced analytics combined with Customer Success data isn’t limited to the CSM team, but can also be extremely valuable to the entire SaaS organization.
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In the next installment, we'll look at how CSM solutions with advanced analytics can improve product value and marketing campaigns.
Want to learn more? Grab our eBook: Data-Driven Customer Success.