It’s never been more imperative to understand if you're providing enough value to your customers. Check out our best practices for building a customer health score based on product analytics, customer success, and support data.
29. EXPERTS’ TAKES ON HEALTH SCORING
“Common ingredients
for a customer health
score are:
• Business
outcomes
• Usage and
engagement
• Utilization
These are all
indicators that help
you make a decision
of what to do with
each customer next”
-Guy Nirpaz, CEO,
Totango
Best Practices
Takeaways“Outside of CSX, little
was known about the
score. We built a score
that allowed more
people to use it
without a lot of time
learning how to
interpret it…we
provided info about
why a score was low,
since teams felt lost
when reaching out to
unhealthy customers.”
-Erin Akinci, Data Science,
Asana
“We used health
scores to see whether
cohorts are doing
better or worse than
baseline. We use this
to see whether
experiments we each
month are working. It
gives us a valuable
leading indicator
to see whether
changes are having
positive effects.”
-Jonah Lopin, Founder,
Crayon
According to experts,
the ideal health score
should:
• Be a leading indicator
of desired business
outcomes
• Consider usage and
engagement as inputs
• Be easy to understand
and socialize internally
• Be tracked on a cohort
basis
30. EXAMPLE SCORE: ASANA
“We chose to map the
number of trees (from a
randforest) predicting churn
to an actual probability. That
score between 0-100 is the
health score of each account.
We used product inputs, but
also CS provided us with
qualitative indicators of
account health and we
would look for a way to
quantify them given the
available data.”
-Erin Akinci, Data Science, Asana
Read full piece here
This is a real-life health dashboard for the Asana CS team
31. EXAMPLE SCORE: USERIQ
“UserIQ’s customer health
dashboard monitors five key
variables called churn
indicators that are used to
calculate Health IQ.
Monitoring indicators of
potential churn is a
necessary function of
making sure customers
become (and remain)
successful.”
-Erika Childers, Marketing, UserIQ
Read full piece here
The 6 inputs that UserIQ uses to understand customer health
32. EXAMPLE SCORE: RAPID7
“Rapid7’s first customer
health score was an
amalgam of the following:
product adoption (40%),
support experience (35%),
and purchasing behavior
(25%). Each of these 3
components was a
mashup of many data
points before a score
was created. Plans of
action would be placed
according to that score.”
-Kalley Collete, BI, Rapid 7
Read full piece here
The evolution of datapoints that Rapid7 Used
34. BUT DON’T FORGET TO
CONFIRM WITH THOSE
STAKEHOLDERS THAT THEY
SEE VALUE IN IT, TOO
35. WHAT ARE THE BEST WAYS TO IMPLEMENT SCORES?
“Focus on getting
yellow accounts to
green. A healthy
account is 6x more
likely to upsell than
one that is “okay.”
The effort you put
into getting an
unhealthy red
account to an
“okay” yellow
account may not
be worth it”
-Jeff Johnson, Dir. CSX,
Splunk
“If anything is a fire
alarm, build alerts
to get your team on
it. A Customer
Scorecard won’t give
you everything, you
have to have an
escalation process in
place.”
-Jon Turri, VP CSX,
Raise.me
Focus Rally your teams Takeaways
“Aligned CS and
product
management
teams benefit from
a common vision
of customer health
and feature usage.
Understanding churn
warning signs or
power-user behavior
helps both teams
deliver the right
responses or change.
-Nicole Smith, CMO,
Tackle.io
The best ways to get
your organization
focused around a
health score:
• Don’t try to save
everyone but do use
the health score to pull
accounts back from the
edge.
• Build alerts and
workflows for the team,
expand further with
playbooks
• Get all teams on the
same page
Takeaways
36. STEPS TO TAKE: IMPLEMENTATION
• Decide on an
approach
• Create a dataset
that refreshes at
least weekly
• Cross check with
historic data
• Consult with CSX
on how the
score should be
surfaced on
account level
• Build
dashboards for
each level of
employee
• Socialize scoring
definitions
Creation Implementation Playbooks
Data Team Data Team CSX CSX
• Begin training
the team on
what health
score is
• Work to create
“rules” on the
CSX-based
inputs
• Start to utilize in
account
planning and
outreach flow
• Experiment with
workflows based
on scoring and
alerts
• Consult with
data team on
what’s working
and what’s not
• Socialize across
organization
(especially
support, sales)
ImplementationCreation