The Customer Health Score (CHS) is an essential SaaS metric used to measure the satisfaction and potential churn of your customers. It's a key indicator of your clients' experience with your product, and it helps technology founders make better decisions about customer retention and growth strategies. In this in-depth article, we will explore the importance of the CHS, how to calculate it, and how to utilize it effectively for your business.
The Customer Health Score is a comprehensive metric that assesses a customer's overall satisfaction and engagement with your product or service. By combining various data points such as usage, feedback, support interactions, and financial information, you can get a holistic view of the customer lifecycle and indulge in proactive measures to ensure their satisfaction and prevent churn.
SaaS businesses rely heavily on recurring revenue from their customers. Thus, identifying potential churn risks and ensuring customers get maximum value from your product is crucial. The CHS serves this purpose by:
Highlighting risks: A low CHS indicates potential problems in terms of customer satisfaction, low usage, or even technical issues that need attention.
Guiding customer success teams: Providing your customer success team with CHS will enable them to prioritize support and outreach efforts while working to improve customer satisfaction.
Driving upsell and expansion opportunities: When a high CHS is observed, it's a signal that the customer is possibly open to upselling or cross-selling opportunities. This helps your sales teams focus on the right accounts.
Forecasting revenue: By keeping an eye on the CHS trends, you can predict customer churn and project potential revenue growth, which in turn allows for better financial planning and resourcing.
There isn't a one-size-fits-all formula for calculating the CHS. Each business has unique variables and factors that need to be considered. However, here is a general method to start creating your Customer Health Score:
Identify key variables: Begin by determining the factors that correlate to a customer's satisfaction, usage, and likelihood of continuing to use your product. Some common variables include product usage, support request frequency, customer satisfaction (NPS or CSAT), and billing data.
Assign weights to variables: Depending on your business model, particular variables might hold more significance than others. For example, a large customer with high revenue might require more attention than a smaller one.
Normalize variable data: Since different variables might have diverse ranges and measurements, normalize the data for consistency.
Determine optimal thresholds: Establish benchmarks for what constitutes a healthy or unhealthy customer, based on historical data and customer research. This might require constant adjustments and monitoring of trends.
Calculate the CHS: Combine the weighted variables according to your formula, to get an overall score. This score can then be segmented into different levels such as high risk, medium risk, and low risk, empowering your customer success team to take necessary actions.
Once the CHS is calculated, your customer success, sales, and support teams should collaboratively strategize to address different customer segments according to their risk level.
High risk: Address immediate concerns and escalate issues to prevent imminent churn. This might involve providing assistance, resources, or custom solutions.
Medium risk: Implement targeted campaigns and personalized communications to improve customer engagement and use of the product.
Low risk: Focus on strengthening the relationship with customers by further enhancing their experience and identifying upsell and expansion opportunities.
No, there isn't a universal formula. Your business model, product offering, and target audience will determine the variables and weights you use in calculating the CHS.
It depends on your product, customer lifecycle, and any significant changes in your customer's behavior. Some businesses might update their CHS daily, whereas others might do it monthly or quarterly.
Based on the CHS, segment customers into different risk levels: high risk, medium risk, and low risk. Address high-risk customers immediately to prevent churn, engage medium-risk customers with targeted campaigns, and aim to upsell or expand with low-risk customers.
Yes, the CHS can help predict potential customer churn, which can enable you to project revenue growth and engage in better financial planning and resourcing.