It’s always exciting when marketing and sales teams pull their weight to acquire new customers. But that alone won’t do the trick for business growth.
According to a study conducted by Invesp, the cost of acquiring new customers is five times more than the cost of retention. So your best bet is to keep your clients happy. And this is what makes customer success so crucial to business growth and overall success.
What is customer success?
Customer success is the practice of proactively ensuring that customers achieve their desired outcomes while using a product or service. It involves engaging with customers throughout their journey, from onboarding to adoption and beyond, to ensure that they are getting value from the product or service.
The goal of customer success is to build a long-term relationship with customers, by helping them to achieve their goals and address their needs. This is typically achieved through ongoing communication, monitoring of customer usage and engagement, and offering personalized support and guidance when necessary.
Why is customer success important?
Your clients are the bloodline of your business. Make them happy, and they will stay loyal to you, spreading the good word about your business to others in their sphere of influence. Do otherwise, and you would most likely lose them as clients, and potentially have other negative consequences.
Business growth and success are by-products of customer success. The impact of customer success reflects in the following positive results for your business:
- Improved customer loyalty.
- Positive publicity from satisfied clients.
- Reduced churn rate.
- Increase in revenue.
- Increase in recurring clients.
4 vital customer success metrics to track
You want to keep tabs on your clients to ensure that you are doing everything to guarantee their satisfaction with your services. Customer success metrics help you with that.
Paying attention to these metrics helps you point out the areas of your services that need improvement.
1. Customer churn rate
There is nothing wrong with prioritizing customer acquisition. It only becomes a concern if you do it at the expense of customer retention.
Customer churn (also known as customer attrition) is the metric that shows you how good or bad your customer retention strategy is. It tells you the number of clients that have stopped doing business with you.
The classification of customer churn will depend on the product or service your business offers. For instance, when a client halts a subscription to services over a defined period, the chances are such a client has churned. The same goes for a client who has stopped buying your products.
You can calculate churn in Groundhogg in a number of ways! One easy way is a funnel that tracks when a customer cancels a subscription. The funnel will give you a percentage that will vary over time.
You can also add email or SMS follow-up after a cancellation to attempt to reactivate the customer!
2. Customer lifetime value (LTV)
Customer lifetime value allows you to segment your list based on their accumulative spending. You may want to do this so that you can send tailored messages to customers to invoke different reactions.
You would not want to send a high-ticket offering to a new first-time customer, that kind of promotion would be more suited towards long-time big spenders.
In Groundhogg, you can easily segment customers based on LTV using our search filters so you can send target messaging.
3. Net Promoter Score (NPS)
You know if a client is satisfied with your products and services by how likely they are to recommend you to their families, friends, and close associates. Statistics show that 92% of consumers rely on personal referrals and recommendations.
The Net Promoter Score is a metric that helps you rate, assess, and evaluate your client’s loyalty to your business, as well as how likely they are to recommend you to others.
Using NPS, you can make adjustments to your onboarding, customer support, product, and marketing to improve it.
You can use Groundhogg’s NPS funnel template to start collecting feedback from customers and generate your NPS score.
4. Monthly Engagement
Your engagement metric is an indicator of how active your customers are and if they are engaging with your content and products.
If you have low engagement, consider increasing the frequency of communications, hosting an event, or introducing a special offer.
If your engagement is high, then great! Use that high engagement to introduce new offerings and increase your customer’s LTV.
You can quickly check your engagement in the Groundhogg reporting dashboard.
The right customer success metrics help you evaluate the value you give to your clients and what value they offer to your agency in return. Using the insights from these highlighted metrics, you can assess the value of each client alongside the cost of acquiring them. You also know when your overall customer satisfaction score is unhealthy and needs improvement.
Not a customer yet? To get started with Groundhogg, you can:
Have questions? Don’t hesitate to shoot us a message!