Promoters and Detractors get all the good stuff. The webinars, the Executive Sponsors, the branded content. Everything. Buuuuutttt…… the combo of those two buckets only make up for roughly 45% of all customers. Less than half of your recurring revenue.
So what? You might ask yourself. Well, the “what” equals upwards of 55% of your recurring revenue.
So WHAT are you doing about them?
Traditional CS starts with building promoters out of happy customers. Happy customers equal more happy customers, right? Yes. That’s right.
Next, they bucket their detractors. “How do I save them?” and “let me look at my playbook”. Yes, the goal is to get them into the “promoter” bucket, but that doesn’t happen overnight.
What about “meh?”
“Neutral”. I’m talking about the customers in the middle. While there are exceptions, most shops don’t focus on them or, at least they are way, way, WAY at the bottom of the “sh*t I have to do today” list for CSM’s. They sit in the middle, yet on the fringe.
We talk about health scores all the time, we don’t see strategies for the folks stuck in the middle.
A different way to segment
We segment by region, employee size, market segment, business type and a whole host of others. I want to see segmentation by health. A theory, for sure. But, some CSM’s are better “theoretical firefighters” than others. Some thrive with healthy customers. Some excel at expansion. And still others love the challenge of a fight.
I’d like to see CS teams set KPI’s for graduating health scores. Not just Detractor to Promotor. More granular. But, that means we need to focus on the WHOLE score. 1 point at a time.
- Jon Johnson