顧客の健全性スコアが重要なのはなぜですか？
カスタマーサクセスチームは、守勢に回っていると感じることがよくあります。どこに時間を費やすべきかわからないため、最も大きな声への対応にほとんどの時間を費やしてしまうことが多くあります。その結果、結局は解約する可能性の高いアカウントに過剰なサービスを提供し、一方で、誤ったシグナルに耳を傾けているために、解約を回避できる可能性のあるアカウントや成長する可能性のあるアカウントを無視しているかもしれません。
個々のユーザーやアカウントの顧客の健全性スコアを確立し、監視し、対応することで、カスタマーサクセスマネージャーはリスクが高まる前に特定して対処することができます。また、顧客の不満につながるパターンを認識するのを助けるため、プロダクト内やサービスを通じて不満を早期に軽減できます。
顧客の健全性スコアは、カスタマーサクセスリーダーが他の社内のステークホルダーと共有するための有用な指標でもあります。また、エグゼクティブチームやプロダクトチーム、大規模な営業チームにとっても、簡潔に判断できる便利な指標です。
顧客の健全性スコアを作成するにはどうすればよいですか？
There are many ways to create a customer health score. One popular recipe includes three main ingredients:
Frequency: How much time are users spending in the product? And how often are they coming back?
Breadth: How many users in a given account are using the product?
Depth: How many of the product’s key features are being used?
これらに基づいて、ログイン頻度が高く、プロダクトを広く利用しているユーザーが多いアカウントが健全なアカウントであると判断できます。解約リスクがあるアカウントとは、少数のユーザーしかおらず、プロダクトの使用頻度が低いアカウントのことです。これは、アカウントがプロダクトから価値を得ていない可能性が高いことを示しており、更新前に解約リスクが高くなります。
There are, of course, other actions companies can take to improve customer health. Some will be more difficult to quantify, like the quality of the relationship with the key account stakeholders. Others are more easily measurable, like NPS and feedback.
顧客の健全性スコアを向上させるにはどうすればよいですか？
Speak to customers
Find out what they believe is the root cause of low and shallow usage. It could be that they simply have not been set up with accounts yet, or that they need more training on how to use the product. Either way, identifying the source of their plight is the first step toward helping them.
Identify usage patterns
Is light usage an outlier, or the norm? If it’s the latter, perhaps it’s time to incorporate in-app guides into the product to steer large cohorts of users to success. Or maybe the customer success team needs to consider a new onboarding sequence to introduce users to the highest-value features. Observing usage patterns can illuminate the areas that the product and customer success teams should focus their attention.
Recommended reading
“How to Build a Customer Health Score” by Kristen Miller
Learn how the team at fast-growing security software firm Rapid7 built their own customer health score from the ground up.
“Is It Time Your Customers Got a Health Checkup? (Yes. It Is.)” by Anna Talerico
What metrics should be part of your customer health score? Depending on your industry, size, and company culture, the answer will vary.
“The Pillars of Product-Led Customer Success” by Aazar Ali Shad
You’ve heard of product-led growth, but what about product-led customer success? A product-led mindset can help you improve the overall health of your customer base.
“Why You Are Asking the Wrong Customer Interview Questions” by Teresa Torres
Customer interviews can yield valuable information, but only if you ask the right questions. Teresa Torres of Product Talk shares how our biases get in the way of conducting proper customer conversations and uncovering our product’s real problems.
“Introducing the Product Engagement Score” by Brian Crofts
The product engagement score is a function of adoption, stickiness, and growth, and can be a valuable metric for measuring product performance and customer health.
