I’m often inspired by the work our clients are doing, but at the moment, there’s one client in particular that is making me obsess.🙇🏼♀️
So much so that I want to enable our team at Denamico to do more of what they’re doing.
This company built a dashboard to understand the usage of their product, a SaaS app. This dashboard helps everyone at the company focus on how and where they spend their time. 🔎
It also reinforces to the whole team what’s most important. They understand what success looks like.
The dashboard doesn’t include any KPIs for sales, or revenue, or margins. It’s not that they don’t care about those things.
But what really gets them excited is seeing their customers, sports teams in this case, using their app. As customers see the benefits, app usage increases and becomes a critical part of their operation. The app helps their customers achieve success.
That makes the product sticky. It makes renewals easy. Which increases revenue.📈
And happy customers become fans. 😁 They talk about the product in testimonials. That attracts new customers. So this client doesn’t need to run ads, and they have a lower cost of customer acquisition.
Luke Carlson, CEO of Discover Strength, a strength-training company which now has franchises all over the country, was a recent podcast guest on RevOps Champions. Similarly to this client, Luke’s philosophy is to focus on enriching the lives of customers, franchisees, and partners for earned growth. He believes that’s how they can build a brand and culture that stands the test of time.
Luke shared that their goal has always been to “deliver a customer experience where the customer derives so much value that they can’t help but to come back, and bring their friends with them." This focus means they can spend less on marketing, because they are ‘earning’ growth through existing customers.
The client I'm inspired by is ready to do this exact thing. Now that they have a dashboard that gives them a good picture of their product’s usage by customer, they’re ready to take it to the next level.
They want to leverage the automation functionality of their HubSpot CRM to trigger workflows based on the usage dashboard.
So if there’s a customer whose usage is different from what’s expected, an email gets triggered to the customer success manager to contact the customer, ask how they’re doing, and offer assistance.
Imagine how many more people a customer success manager can assist when they have a tool assisting them with prioritizing their time.
Imagine how much easier it is for a leadership team to make decisions about pricing/product development/staffing CSM’s when they have a dashboard showing them how the product is being used.
You may recall how I’ve mentioned that we all have two teams; our human team, and our tech team. In order to stay relevant and keep winning, we need to figure out how to best use our tech team. This is the perfect example of that.
Previously, this client would have to have people (ie human team) manually comb through reports and dashboards to look 👀 for anomalies, so they could contact the customer directly and offer help.
But with their usage dashboard and HubSpot automation, they can tell the system (ie tech team) when they want to be notified, and the system will do that for them. 24/7. No overtime necessary.
Now do you understand why I’m obsessed with this? I also want a Usage dashboard! 📊
With professional services however, we don’t measure usage. But I know there are other indicators that would help us understand the impact we’re having in helping our clients to be successful.
I believe that seeing your clients innovate, grow, and achieve success is what many people find the most gratifying about business.
There are so many “frontstage” and “backstage” moments that impact a customer’s experience. Utilizing tools such as customer usage data, feedback loops, and CRMs can help us spot opportunities to elevate the customer experience.
I’ve got lots of ideas for our "usage dashboards" and hope this gives you some inspiration as well. And I’m most excited about how those lead to helping us get better at what truly matters: the success of our clients.
Cheers to you, and the success of your customers. 🥂
Kristin
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Kristin Dennewill
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