To calculate a customer engagement score, begin with inputs — such as frequency of usage, depth of usage, specific actions taken, clickstream information, and key performance indicators. Combining all these inputs gives you a single number representing the sum total of your customer’s health, success, and engagement.
One key benefit is that a customer engagement score allows you to look at just one number, instead of many different data points, and immediately measure a customer’s interactions with your company. It also makes it very easy to see the impact of customer marketing, engagement, and success programs, as well as onboarding and free trial strategies.
For example, if you improve your documentation and support site, you can monitor how fast your customer engagement score rises or falls in the first few months for new customers and compare it to trends from customers who purchased prior to the change. Through this comparison, it is very easy to see if the changes had a positive or negative impact — and what the magnitude of the impact was.
You can also segment your customers and free trial users by their score. For example, you can create segments of customers with a score from 80-100 that historically renew at a very high rate, 40-80 renew at a 50% rate, and 1-40 have a very low renewal rate.
Using these segments, you can then ask your customer success or account management team to: