Customer success is a vital cog for modern day companies, particularly in the software niche, as we move towards a recurring revenue business model.
Customer success teams work to ensure brand affinity and loyalty by delivering a world-class customer experience to users.
It's important for you to drive maximum value for customers to keep your Net Promoter Score afloat.
The question is, what is a bullet-proof way to ensure it?
By gauging customer behavior through customer success KPIs.
These customer success KPIs can help you assess the overall customer satisfaction allowing you to put your best foot forward when it comes to retention.
In a model of recurring revenue, even the slightest displeasure with your solution can turn into something catastrophic like customer churn.
On the other hand, ensuring your customers’ success can do wonders for the company’s bottom line.
In fact, this Bain & Richard study shows that a mere 5% increase in retained customers can shoot up your profits by up to 25%.
But the significance of customer success teams go much beyond just revenue numbers.
Here’s why measuring Customer Success KPIs is critical for modern-day customer success teams:
Happy customers are the backbone of any growing company. They make or break your standing in the market. By keeping close tabs on the Customer success KPIs you can easily gauge the pulse of the users at any given point of time.
In an increasingly competitive market, it’s not just enough for the customer support team to stay on top of user issues. By measuring Customer success KPIs, you can go one notch above, proactively helping out users to get a rich experience from your product.
Customer success KPIs act as a yardstick for you to convert intangible data into quantified inferences. These inferences can function as the core of your strategic decisions in the future.
For example, customer success KPIs can help you understand the consumer behavior during complaint resolutions to refine your support processes.
Here are the top KPIs every customer success team should measure:
Churned customers are the ones that no longer use your product. Knowing the churn rate can help you explore the reasons why users halt consuming your offering.
You can calculate it using this formula:
How fast are you onboarding your customers onto your platform? The quicker the onboarding, the faster the users start using your product. Onboarding speed can be measured by maintaining a checklist of workflows that a user has to be familiar with and how long it takes in training and orientation before the customer is able to see the full value of the product.
Time to Value refers to how long it takes on an average for a new user to derive value from your product. As the product matures, it is critical to keep reducing the Time to Value number so that new users get maximum value out of your product at the shortest possible time.
Net Promoter Score or NPS is one of the most important Customer Success KPIs for SaaS businesses. The Net Promoter Score evaluates the overall customer satisfaction and loyalty from your product. To measure this, you need to conduct a survey gauging your users' likeability through statements that can be rated from 1 to 10 - least likely to most likely.
The NPS scores are categorized into Promoters, Neutrals, and Detractors.
The conversion rate tracks the percentage of people who complete the desired action set by the company. It could be signing up to your platform or your email list - conversion rate differs with goals. It is measured using the following formula:
Conversion Rate = (Converted users/Total number of visitors)x100
Your company's Expansion MRR is the revenue generated through upselling, cross-selling, and new customer spending. It shows the performance of your marketing efforts in current account expansion and fresh acquisitions. You can calculate Expansion MRR by:
A great way to gauge customer success is through increasing product adoption. A customer base that readily adopts new features and products is a sign of a healthy business with happy and satisfied customers. Satisfied customers will want to derive more utility out of products by making the most of the features made available to them.
The customer health score helps businesses gauge the likelihood of a customer to grow, renew services, or stop renewing altogether. This depends on whether the customer is healthy or at-risk.
Referrals are always a good indicator of customer satisfaction and success. CS teams can measure the increase in the number of referrals to get an idea of whether or not their customers are satisfied. Satisfied customers are happy to refer a brand they appreciate to their friends and family.
This metric measures the time customers spend using the product and its various features. The higher the customer stickiness, the better your product is performing.
The CRC is a metric that shows the cost incurred by the business to retain and cultivate existing customers.
Depending on whether the business has a uniform customer base or a diverse one, it might make more sense to track the CRC per customer or the average CRC per segment of the customer base, respectively.
The fewer support tickets a business has, the better it's performing in terms of customer success and satisfaction. It's obvious that satisfied customers will not have to raise support tickets and the ones that do are most likely not happy with the product. A rise in the number of support tickets is counterintuitive to customer success.
This is the predictable amount of revenue that the business can expect to bring in every month regardless of any additional marketing efforts or other investments.
The renewal rate helps you figure out whether customers will likely remain interested in your product for a long period of time. It is the rate at which customers renew their subscription to your services.
This metric measures how many support incidents could be resolved in the very first instance compared to the total number of support incidents.
FCR = (Total incidents resolved on the first contact/Total incidents) x100
Going through some of these vital metrics should give you an idea about why these hold the key to analyzing your brand's customer success.
Every CS team needs to monitor these 15 KPIs to get an idea of how well the brand appeals to customers. Various units, including your design, production, and executive teams, can benefit from these analytics that enable them to make more data-driven decisions.
This will ultimately translate to better customer success, which is the end goal for any business looking to make an impact within its customer base by providing valuable services that their customers will truly appreciate.