Many companies have assembled a “Customer 360” profile from various data sources, and deployed tools to utilize that information. Customer Success apps are a good example of leveraging that data. However, many companies don’t yet have a “User 360” that drives different – and highly valuable – customer insights and engagement.
The Customer 360
The Customer 360 assembles the most important data about your relationship with the customer, where the “customer” is the entity that bought your product and the key contacts within.
A typical Customer 360 profile contains this data:
- The purchasing entity (data about a company or a household)
- Key contacts involved in the purchase, implementation and renewal
- Revenue and purchase history
- Customer support activity
- Summary metrics about survey responses
- Summary metrics about usage and consumption
This data can be powerful in coordinating the activities between you and your key customer contacts:
- Visibility into adoption trends
- Visibility into high impact support issues
- Visibility into renewal dates
Introducing the “User 360” and why you need it
We’ve been talking lately about the necessity of ensuring user adoption. Adoption matters because it might be the single-most important driver of churn, retention, and growth.
In order to measure adoption and drive it throughout your user population, you must collect the most important data about your user relationships.
This data is different than the Customer 360. The User 360 for each and every user contains the data that best describes their adoption progress and their feedback along the way.
A User 360 has four critical elements:
- Usage measurement: how often they use your service and across which features
- Engagement history: e.g. emails sent and received
- User feedback: e.g. NPS surveys
- User demographics: e.g. their role and title (B2B) or gender and age (B2C)
The User 360 enables new insights
When a User 360 is assembled, you can begin to answer the important questions that drive high rates of adoption:
- How does usage affect the NPS score?
- How does engagement affect usage?
- How does an NPS response affect your engagement strategy?
- Which segments of users are happiest? Most active?
- What are the adoption behaviors of users who churn?
The User 360 enables personalized, targeted engagement
Sending the right message to the right user at the right time with a specific call-to-action is what we like to call “Adoption Marketing.” It is the best possible way to nurture each along their adoption journey.
Consider why targeting is important:
- Would you send an email to a customer that you emailed 4 times already this week? Probably not.
- If a user has yet to log in, would you ask them to be a reference or an advocate? Of course not. Instead, you’d offer to assist in getting them started.
- Would you ask a frequent user to test a new feature? Probably yes, given their positive adoption history.
The data in the User 360 is the cornerstone of all forms of targeted communication.
The User 360 is the secret to scalable customer engagement
As desirable as targeted communication is, it’s impractical to manually communicate with every user in personalized terms. This is a problem of scale for which an automated approach is needed.
You can take many clues about best practices from marketing automation tools. Savvy marketers these days do not blast their entire database of prospects with promotional emails. Rather, they segment and target their audience according to various factors.
The same needs to be true in automated user engagement. The answer to “who should I target and with what message?” lives in the User 360 data; past adoption, feedback, past engagement and demographics collectively enable automated and effective nurturing.
To summarize: the Customer 360 and the User 360 are two different things. You need both. The Customer 360 is used to manage the Account relationship. The User 360 is used manage adoption, enabled by insights and targeted, personalized communication.
Do these both and you’ll have a healthy and growing customer base.