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The phases of building
a robust customer
health score
SUMMER LINDMAN,
Head of Customer Success
@ Talkable
Referral marketing platform for e-commerce companies
Founded in 2012
200+ customers
70+ employees in SF and UA
Why do we need a
customer health score?
Companies measure customer health to speed up and scale
communication, prioritization, decision making and forecasting of their
customer success operations.
~Totango
It's a useful metric for understanding a customer's overall health, as well
as the health trends for a segment of accounts or the business as a whole.
~ George Szundi from Natero
Establishing a customer health score allows CSMs to identify at-risk
accounts before they churn, as well as highlight which accounts are
hitting key metrics known to increase the value their product provides.
~Brooke Goodbary, CS Consultant
One size, does not fit all
LIFECYCLE STAGE SERVICE TIER
BUSINESS SEGMENT INDUSTRY
Customer health is
different for everyone
Defining
customer
health
01
predict churn both
focus CSMs on
right accounts
What’s the outcome i’m
trying to achieve?
Deciding what
actually means
Numerical score (scale 0-100)
RED / YELLOW / GREEN
A-F 
"customer health"
Defining the categories
Qualitative vs. quantitative
Overall Product Usage
License Utilization
Support Tickets
NPS  / CSAT
Contact Shift
Executive Engagement
Reference Calls
Product Feedback
Leading vs. lagging
ROI or Business Results 
Profitability
Overall Customer Business Health
Regular Payments
Growth of the Account ($$)
Length of Time As Customer
Endless Possibilities...
Start With What You Know!
Put it Into
Action
02
Start Small
Consider all of the elements that make a
customer successful and not successful
Choose no more than 6 categories
Prioritize
Do you have access to the data?
How often will I be able to update this?
Is this data quantifiable?
What’s Next?
Involve your CSMs in building out the MVP
Make sure there is a playbook or clear action associated
with each factor - if a customer hasn’t been logging in,
what will you do to get them to do so?
Who gets notified when the score changes?
How do you use the score internally and with your
customers?
Review,
Revise &
Repeat
03
DO
THINK IDEA TRY
KEEP
DOING
DO
AGAIN
AND
AGAIN
 SUCCESS
Key Questions to Ask:
Are we getting a lot of false positives?
False negatives?
Is this process scalable?
Can we automate this?
Are each of the metrics something the
team can influence?
Is the prioritization correct?
Are we looking at the right elements?
You Have to Start Somewhere. 
Overwhelmed? This process can
open up a world of possibilities...
Key Takeaways:
1. Start Small (No more than 6 categories)
2. Keep in Mind What You Already Know       
     Works Well (or Doesn’t)
3. Focus on Leading Indicators 
4. Customer Health → Churn Prediction
5. You Have to Start Somewhere
6. Review, Revise, Repeat
Thank you!

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Summer Lindman. "The phases of building out a robust customer health score"

  • 1. The phases of building a robust customer health score SUMMER LINDMAN, Head of Customer Success @ Talkable
  • 2. Referral marketing platform for e-commerce companies Founded in 2012 200+ customers 70+ employees in SF and UA
  • 3. Why do we need a customer health score? Companies measure customer health to speed up and scale communication, prioritization, decision making and forecasting of their customer success operations. ~Totango It's a useful metric for understanding a customer's overall health, as well as the health trends for a segment of accounts or the business as a whole. ~ George Szundi from Natero Establishing a customer health score allows CSMs to identify at-risk accounts before they churn, as well as highlight which accounts are hitting key metrics known to increase the value their product provides. ~Brooke Goodbary, CS Consultant
  • 4. One size, does not fit all
  • 5. LIFECYCLE STAGE SERVICE TIER BUSINESS SEGMENT INDUSTRY Customer health is different for everyone
  • 7. predict churn both focus CSMs on right accounts What’s the outcome i’m trying to achieve?
  • 8. Deciding what actually means Numerical score (scale 0-100) RED / YELLOW / GREEN A-F  "customer health"
  • 10. Qualitative vs. quantitative Overall Product Usage License Utilization Support Tickets NPS  / CSAT Contact Shift Executive Engagement Reference Calls Product Feedback
  • 11. Leading vs. lagging ROI or Business Results  Profitability Overall Customer Business Health Regular Payments Growth of the Account ($$) Length of Time As Customer
  • 14. Start Small Consider all of the elements that make a customer successful and not successful Choose no more than 6 categories Prioritize Do you have access to the data? How often will I be able to update this? Is this data quantifiable?
  • 15.
  • 16. What’s Next? Involve your CSMs in building out the MVP Make sure there is a playbook or clear action associated with each factor - if a customer hasn’t been logging in, what will you do to get them to do so? Who gets notified when the score changes? How do you use the score internally and with your customers?
  • 19. Key Questions to Ask: Are we getting a lot of false positives? False negatives? Is this process scalable? Can we automate this? Are each of the metrics something the team can influence? Is the prioritization correct? Are we looking at the right elements?
  • 20. You Have to Start Somewhere.  Overwhelmed? This process can open up a world of possibilities...
  • 21. Key Takeaways: 1. Start Small (No more than 6 categories) 2. Keep in Mind What You Already Know             Works Well (or Doesn’t) 3. Focus on Leading Indicators  4. Customer Health → Churn Prediction 5. You Have to Start Somewhere 6. Review, Revise, Repeat