It defines client success, and is a series of metrics and processes that, by establishing certain KPIs, determine what is being done well and what areas of opportunity exist within the companies.
Measuring the success of the interactions companies have with their customers is essential today. Especially in the Christmas season, users increase their purchase intent because it’s time to give gifts to family, loved ones, and even co-workers in exchanges.
“Today, measuring customer success is extremely important. So much so that 96% of companies surveyed Technology and Services Industry Association They have an area designated specifically for that aspect; While 72% of organizations, according to consulting data forester, “They’re making that a top priority,” says Elisa García-Barragán, Vice President of Customer Success at Netsoft.
But how do you measure customer success? Companies need specialized programs that help them know the effectiveness in this regard through the following five main performance indicators.
1- Customer health points
This is the customer’s health score in terms of satisfaction generated by people’s shopping experience.
Managed by CRM, this indicator allows to know how frequently customers visit an online store, what kind of products they consume and the way the services provided affect their lives.
2. Qualitative feedback
For this, it is important to listen to consumers. Everything they say about products and services and, in general, in terms of brand personality, is stored and analyzed in CRM to generate reports indicating which aspects need to be improved.
This feedback can be collected through surveys, or even through reviews that people write on social networks.
3. The abandonment rate
The early cart abandonment rate, globally, is currently at 79.30% according to Kibo Commerce. But be warned, if customers leave without completing their purchase, although it’s not a positive, it allows you to create KPIs to take action on.
To measure this, companies can choose a specific CRM time period and see the total number of opt-outs in that period. Based on the number of clients, the system can make a formula that determines the abandonment rate in minutes.
4. Lifetime value
It indicates the customer’s lifetime value in the company, i.e. the level of income that this consumer can have during the time of purchase.
By knowing the average amounts of purchases, from your CRM, along with the frequency with which you go to the store, you can determine estimated revenue for promotions and offers that target your average ticket.
5. Net Promoter Score
One of the fundamental aspects of growth is the recommendations that users give about brands. KPI determines how likely consumers are to recommend brands, using information gathered from post-purchase surveys.
In addition to adding a scale from 1 to 10 in said survey, it’s important to add blank fields to explain the chosen score and add more data to analyze for your CRM.
“Since these KPIs have been identified, it is important to get the most out of them with the help of ERP and CRM. This will allow you to work more accurately on KPIs than ERP, while the CRM system improves interaction with the customer, which It leads to achieving results more easily. Combining both tools will allow us to get better results to work on, ”concludes Elisa García.
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