Measuring for Success: The 5 key metrics that all businesses should track
METRICS YOU SHOULD TRACK FOR AWESOME CUSTOMER SUCCESS
-
Upload
totango -
Category
Technology
-
view
1.070 -
download
0
Transcript of METRICS YOU SHOULD TRACK FOR AWESOME CUSTOMER SUCCESS
Metrics you should track for Awesome
Customer Success
2
About me
Connect the world’s professionals to
make them more productive
and successful
3
LinkedIn mission
4
For our members
Enable professionals to
build and manage their
identities
Help professionals create
and leverage their
networks
Identity Networks Knowledge
Give professionals the knowledge
they need to
be more successful in
their careers
5
For our customers
Enable passive
recruiting at
massive scale
Identify and engage
professionals with
relevant content
Transform cold
calls into warm
prospects
Hire Market Sell
6
0
200
400
600
800
1000
1200
1400
1600
1800
2000
Qtr1
Qtr2
Qtr3
Qtr4
Qtr1
Qtr2
Qtr3
Qtr4
Qtr1
Qtr2
Qtr3
Qtr4
Qtr1
Qtr2
Qtr3
Qtr4
Qtr1
Qtr2
Qtr3
Qtr4
Qtr1
2010 2011 2012 2013 2014 2015
Customer Success Jobs on
Expert Consultants
Worldwide
15+Countries
8+Avg. Years of Talent Acquisition
Experience per Consultant
200+
Customer Success at LinkedIn
9,000+Consulting Customers
Where do our talent acquisition experts come from? Places like…
What do we track?
Size/Growth of Annuity (ARR)
Churn (Customer and $)
Customer Health/Utilization
Certifications & Learning
Lifecycle Engagement AE Handoff
Onboarding
Quarterly Business Reviews
Renewal
Reactive Support (tickets, SLA)
Sentiment (NPS, CSAT)
Sponsored Project Status Project A
Project B
Project C
Time (QoQ, YoY)
Geography (Region, Country)
Business Verticals
Customer Size
Metrics Dimensions
I learned about
tracking product
utilization at the
last conference.
How can I get
awesomer?
NPS 2.0 and Product-Level Churn
Size/Growth of Annuity (ARR)
Churn (Customer and $)
Customer Health/Utilization
Certifications & Learning
Lifecycle Engagement AE Handoff
Onboarding
Quarterly Business Reviews
Renewal
Reactive Support (tickets, SLA)
Sentiment (NPS, CSAT)
Sponsored Project Status Project A
Project B
Project C
Time (QoQ, YoY)
Geography (Region, Country)
Business Verticals
Customer Size
Metrics Dimensions
Basic NPS
Use Satisfaction and NPS together to determine what drives NPS and to
prioritize Customer Success projects
Basic Customer Sentiment Survey
Net Promoter Score (1-10 scores)– How likely are you to recommend __________ to a friend of colleague?
Satisfaction Questions (1-10 scores)– How satisfied are you with customer support?
– How satisfied are you with your sales representative?
– How satisfied are you with education and training materials?
Agreement Statements (1-10 scores)– I consider __________ a strategic partner.
– _________ is committed to my organization’s success.
– I know who to contact at __________ when I have a question.
– ___________ is easy to do business with.
NPS 2.0 – Discover Key DriversC
orr
ela
tio
n t
o N
PS
Average Satisfaction Score (1-10)1
1
0
10
Vulnerability(Invest)
Potential
Vulnerability(Monitor)
Advantage(Maintain)
Potential
Advantage(Promote)
Basic Customer Sentiment Survey
Net Promoter Score (1-10 scores)– How likely are you to recommend __________ to a friend or colleague?
Satisfaction Questions (1-10 scores)– How satisfied are you with customer support?
– How satisfied are you with your sales representative?
– How satisfied are you with education and training materials?
Agreement Statements (1-10 scores)– I consider __________ a strategic partner.
– _________ is committed to my organization’s success.
– I know who to contact at __________ when I have a question.
– ___________ is easy to do business with.
NPS 2.0 – Prioritize ProjectsC
orr
ela
tio
n t
o N
PS
Average Satisfaction Score (1-10)1
1
0
10
Vulnerability
(Invest)
Potential Vulnerability
(Monitor)
Advantage
(Maintain)
Potential Advantage
(Promote)
Customer Support
Sales Representative
Education/Training
What project do you
invest in?
NPS 2.0 – Explain Changes in LoyaltyC
orr
ela
tio
n t
o N
PS
Average Satisfaction Score (1-10)1
1
0
10
Vulnerability
(Invest)
Potential Vulnerability
(Monitor)
Advantage
(Maintain)
Potential Advantage
(Promote)
11
1
Customer Support
Sales RepresentativeEducation/Training
Why did NPS go
down?
2
22
Determine SKU-level churn to target marketing and improve sales effectiveness
efforts
17%
27%
59%
66%
By Product
By # Licenses
By Revenue
By # of Customers
Totango asked1, “How do you measure churn?
1. 2014 Totango 4th Annual SaaS Metrics Survey Report
Evaluating Product Churn1
5462
3022
29
1410
23
127
Q2
+40%
-27%
+15%
+26%
+9%
Q1
117
Product A
Product B
Product D
Product C
1. Not actual LinkedIn data
What can you learn from product level churn?
Product fit by segment, company size, vertical etc..
Sales effectiveness gaps
Product-level Lifetime Value
Accurate targets for customer marketing
Market maturity (saturation, underpenetration)
The Basics…+ NPS 2.0 and Product Churn
Size/Growth of Annuity (ARR)
Churn (Customer and $)
Customer Health/Utilization
Certifications & Learning
Lifecycle Engagement AE Handoff
Onboarding
Quarterly Business Reviews
Renewal
Reactive Support (tickets, SLA)
Sentiment (NPS, CSAT)
Sponsored Project Status Project A
Project B
Project C
Time (QoQ, YoY)
Geography (Region, Country)
Business Verticals
Customer Size
Metrics Dimensions
Q&A