@Alex Tran this is great thanks for showing your work here. one Suggestion to think about is how you can incorporate a scaled success plan into the mix.
this really should be the basis of an EBR email as opposed to usage and adoption metrics. Remember, adoption isn’t really something we want to lead exec conversations with - live or digitally.
The way to do this with “long-tail” customers is to capture their objectives from a predefined list, e.g. (for Gainsight customers):
- Reduce gross revenue churn
- Increase customer expansion sales
- Increase customer engagement rate
- etc...
You can use surveys or in-app feedback tools To capture their objectives. Then use what you captured to relate the adoption and usage metrics back to the customer through these emails.
Another suggestion is to benchmark each customer against a small set (10-15) of similar companies. Zendesk does this (or at least used to do it) with their monthly emails.
One last suggestion is to make sure you’re measuring engagement with all the touch points you mentioned. Clearly everything you’re doing is meant to drive customer outcomes, and subsequently retention for Gainsight. So monitoring all the touch points in the journey will be key. Cross reference the engagement rates With churned and retained customers. See if there’s a correlation with any one activity - if you find a positive result, double Down on it!
Oh, and never stop talking to customers. Just because you have a scaled program in place, don’t rely on the data alone. It won’t tell the whole story, nothing replaces the context you will gain from speaking with a sample set of customers every month.