This document discusses customer success analytics and key metrics for customer managers. It recommends tracking 1) usage metrics and feedback to understand customer engagement, 2) customer engagement through check-ins, reviews and support, 3) adoption of smart use cases through training and predictive analytics, and 4) key performance indicators like churn, satisfaction, utilization, renewals and expansion. Maintaining a customer success dashboard can help track metrics like health scores and provide insights.

1. Customer Success Analytics
Customer Success
Analytics
By Raj Padmanabhan

2. Customer Success Analytics

3. Let the Numbers do the Talking
1.Track usage metrics and Feedback - Are customers logging in? Do they
properly use the product and fully utilize all the features available? What is
the usage history? What are the patterns among individual users, across a
department, and at the account-level?
2.Customer Engagement - What are they saying? Is there a program or
system to gather regular product feedback? Is there a detailed profile in the
CRM system for pro-active account management?
3.Adoption using Smart Use Cases - For enterprise products such as
Salesforce, use cases are standardized. The law of averages should drive
training and adoption. Business intelligence tools should be leveraged for
actionable insights, to understand complex customer use cases.
4.Customer Success KPIs – Key KPIs drive business success.
Customer Success Analytics

4. 1. Track usage
metrics &
Feedback
2. Customer
Engagement
Analytics Checklist
For Customer Success
Managers
Customer Success Analytics
3. Adoption based
on Smart Use Cases
4. Customer
Success KPIs

5.  Customer Health scoring based on engagement within product – Track
logged-in “sessions” per day or per week as an ongoing customer success metric
that indicates how engaged customers are with the product. Customers can be
color-coded based on criticality. Health scoring can be automated in a system or
maintained using a spreadsheet. The data should be shown in a dashboard.
 NPS - Measure net promoter score once every quarter to understand customer
sentiment and feedback. Aggregate and determine averages based on each
instance per account. Understand trend analysis over the course of year, measuring
quarter-by-quarter performance.
 % of purchased licenses which are active – This should be close to 100%.
1. Track Usage Metrics and Feedback
Customer Success Analytics
Tip: Maintain a Customer Success Dashboard to
Track Health (Red=Unhappy,Yellow=Issues, Green=Satisfied)

6. 2. Full Court Press for Customer Engagement
Customer Success Analytics
 Monthly Check-ins - Overall account-level check-in to gauge in-person
sentiment about product and support needs. Review product usage metrics
with customer. Provide dashboard reporting if available.
 Quarterly Business Reviews - Review milestones, support feedback,
product roadmap and feature requests with customer executives and
sponsors. Understand Executive sentiment and commit them towards
shared goals.
 Technical support queries - Track multi-channel support requests and
ensure resolution of high priority/ emergency tickets.
 Community forums and Social media - Track customer sentiment and
comments in online forums. Flag comments for follow-up by converting
them to tickets.
 Attend Customer-sponsored meetings and celebrations – Celebrate
customer milestones and identify influencers for outreach.
Tip: Capture all customer touchpoints and activities in CRM system

7. 3. Adoption Based on Smart Use Cases
Tip: Use cases should be clearly defined for every user.
Training should be offered to improve adoption.
Customer Success Analytics
 Product adoption should be geared towards standard use cases
based on existing process design - Every user should have a specific
use case for product. Use cases should reflect new process design if
needed. ‘Best practice’ use cases should be recommended to adopt new
features.
 Predictive Analytics and AI capabilities - Business intelligence
should drive adoption by improved modeling of health scores, cultivating
smart usage recommendations, and enabling personalized content for
users based on use cases. Business rules, and automations should be
configured to optimize product value.
 Actionable data to facilitate adoption – Tasks and trigger alerts
should be created to simplify account and activity management. Training
and Tech support teams should be engaged when adoption is low.

8. 4. KPIs for Customer Success
Tip: The Customer Success Dashboard should track these 6 KPIS
on a weekly or monthly basis.
Customer Success Analytics
 Achieving negative churn – Expansions (up-sells/cross-sells) to current customer
base exceeds the revenue lost because of churn [number of customers Lost) ÷ (original
number of customers]. Churn should be tracked weekly when it is increasing.
 Customer Satisfaction - The best approach to measuring customer satisfaction and
building customer satisfaction surveys depends on the kind of product or service
provided, the kinds of customers served, how many customers are served, the longevity
and frequency of customer/supplier interactions, and what you intend to do with the
results
 License utilization - Close to 100%, It may be less if there is a phased rollout of
product
 Feature utilization – Use cases should drive feature adoption. Marketing and
Customer Success team can increase feature awareness and share new use cases.
 Renewal Rate - higher renewal rates (>95%) indicate better product adoption and
stickier customers, and they directly translate to more predictable revenue and lower
selling costs.
 License Expansion – Up-sells and cross-sells indicates a happy customer. Specific
goals should be targeted for accounts with expansion potential.