Scaled CS: How to find the accounts that need help
Blog post from Heap
In an effort to reduce churn among small SaaS accounts lacking dedicated Customer Success Managers (CSMs), companies are employing a combination of digital and human interactions, with a focus on leveraging customer behavioral data. The strategy involves identifying reactive danger moments, such as when a key user leaves a company or when user activity drops significantly, and responding promptly through automated campaigns to offer assistance. Additionally, proactive campaigns are being tested based on account health, user engagement, and demographic factors to prevent usage decline. Successful campaigns have included reaching out to the most active users in accounts with moderate health scores, engaging all licensed users early in their contract, and promoting additional product features. The findings suggest that targeting frequent users and accounts in the early stages of their journey yields better results than waiting until accounts become unhealthy, emphasizing the importance of data-driven prioritization to maximize customer success and retention efforts.
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