Does Engagement Have an Absolute Value?

July 28, 2017 Louise Philp

Does Engagement Have an Absolute Value?

Louise Philp, CCO at Amity, knows a thing or two about Customer Success. We decided to get her advice on some questions we receive from community members.


Dear Louise,

We’re currently launching our Customer Success organization and thinking about what to consider an “engagement” and how to track accordingly. It seems that some customers are simply more vocal and engaged than others, how should we go about giving engagements an “absolute” value to be leveraged for success?


What matters is not the overall number of engagements, but the way trends change over time. You’ll need to start by tracking a wide variety of engagements, and numbers may vary greatly from one customer to the other. Once you’ve started tracking - compare the customers to themselves over time. Remember, engagements go both ways: customers engage with you, and you engage with them. 


Collect email, chat, tickets, and product usage. Over time, watch for these conditions:

  • The customer stopped talking to you. They used to send a lot of tickets, email you for questions and advice on a regular basis, but they suddenly stopped and went silent.
  • You’re not talking to them. Customers sometimes need a nudge to engage with you, did you stop trying?
  • They stopped logging in. Tracking monthly active users is the most straightforward way to keep track of product engagement.
  • They are submitting more/fewer tickets than they used to. Some customers engage with you by submitting more tickets, some, on the contrary, only do so when things aren’t going well.
  • They stop doing key actions on your platform.


On top of the above trends, keep an eye on:

  • Unanswered emails or tickets on your end. Did the customer reach out but your team failed at getting back to them?

  • Ignored emails on your customer’s end. Have you been trying to engage without success?

  • Long-standing open tickets. Did the customer submit a ticket which hasn’t yet been closed?


Keep track of all of the above in a spreadsheet or a Customer Success Platform like Amity. At least once a week, review these engagements to identify risk and opportunity. If you have a Customer Success Management platform, you should set up insights and reminders to identify risk, and feed all of the above into a health score.

 

Do you have questions you’d like to ask Louise? Send them to us over here.

Upcoming Event

About the Author

Louise Philp

Louise is the Chief Customer Officer at Amity. She spends the majority of her time working directly with Customer Success Managers and executives while onboarding, retaining, and growing them.

Follow on Twitter More Content by Louise Philp
Previous Article
What Makes a Great Customer Success Leader?
What Makes a Great Customer Success Leader?

Being a terrific CSM isn't enough to make you a great leader. If you want to grow into a Director or VP of ...

Next Article
How Customer Success Helps Sales Secure New Business
How Customer Success Helps Sales Secure New Business

Customer Success can not only power retention and expansion, but it will also allow your Sales team to acqu...

WEBINAR RECORDING

Personalize Your One-To-Many Customer Success Strategy

Watch The Replay
×

Join more
than 25,000
CS Leaders
& subscribe

First Name
Notification Frequency
Thank you!
Error - something went wrong!