Introduction:

Use this account scorecard to holistically assess the health of your customer accounts and your health.

An account health scorecard can offer visibility to enterprise-level performance and alert the respective business function before a customer identifies a problem.

By using this workflow, you'll create an account health scorecard that:

  • Accurately captures the customer's target objectives, target outcomes, and progress along the value realization path. 
  • Is flexible, taking into account real-world nuance.
  • Tracks the history of account scores over time to understand how a customer's health has evolved. 

Due to technological developments, customer expectations and demands are changing. This is altering what the customers want and expect, creating a strong catalyst probing businesses to adapt and be more customer-centric. 

Organizations that are successfully leading this CS transformation have the potential to bolster positive referrals by 83%, lower costs by 20%, and increase customer lifetime value by x1.6.

By using this workflow, you as a customer success representative will be able to create an account health scorecard. You'll accurately measure customer value generated by determining an account's health and your health.

How to use this workflow 

At the beginning of this workflow, you're presented with a set of specialized questions given as form fields. Populate each form field with your data.

This Account Health Scorecard Checklist Workflow is broken down into the following two sections:

  1. Measuring customer success: Measure your customer's health. 
  2. Measuring internal business success: Measures your health.

Features used in this workflow include:

  • Stop tasks - To ensure task order.
  • Dynamic due dates - To make sure the account health scorecard you create is assessed on time.
  • Role assignments - To delegate tasks ensuring your supervisor is appropriately assigned to the account health scorecard review task.
  • Approvals - Tasks can be accepted, rejected, and rejected with comments.

Enter workflow details

Business details
Your details
Manager's details 

You'll want your account health scorecard to be assessed by your supervisor. Preferably this would be your customer success manager. Fill out your supervisor's details below. 

Your manager can access your account health scorecard using Process Street's Approvals feature.

Account details

You want to be continuously assessing the health of your accounts. Make sure to schedule a re-assessment for the chosen account. Use the date form field below to schedule this. 

This will utilize our Dynamic Due date feature, to send an automatic reminder when the account is due to be assessed. 

In this Account Health Scorecard Checklist Workflow, you'll be presented with the following form fields which you're required to populate with your specific data

Click on the links below to access our help pages and more form field information. 

Let's start by recording your details, your business details, your manager's details, and the details of your customer's account. 

This is a stop task, meaning you cannot progress in this template until the required form fields are populated.

Decipher where your customers are relative to where they want to go

You want to find out where your customers are currently, relative to where they want to go.

To gain a better idea regarding where your customer wants to go, note their target objectives and outcomes. 

Next, find out where they are along the value realization path. Map their customer success vector, is this positive, neutral or negative? 

For more information on customer success vectors, read: 5 Tips to Make Your Customer Success Vectors Actual Vectors (KSIs Not KPIs)

You can use the file upload form field above to upload a copy of your customer's success vector. Make sure to note key success milestones. 

Measure customer success:

Determine whether the customer is realizing business value

  • 1
    Calculate the NPV of your account
  • 1
    Calculate other KPI metrics you deem appropriate for determining business value

Business value is a standard measure used to determine the health and well-being of a firm in the long run. That is, it's the economic value of the whole business or company. 

Calculate The Net Present Value (NPV) of business activities related to your customer's account. 

The NPV is an excellent KPI that captures business value. The measure captures net cash flow C overtime period t, the discount rate denoted by r (if relevant), and the number of periods considered N. 

This formula is shown below.

Determine whether the customer is realizing experience value

  • 1
    Calculate the CSAT for your account
  • 2
    Calculate the NPS for your account
  • 3
    Calculate the CES for your account
  • 1
    Calculate other KPI metrics you deem appropriate for measuring customer experience

The customer experience (CX) is everything related to a business that affects a customer's perception and feelings about it. Customer experience focuses on the relationship between a business and its customers. It includes every interaction, even if that interaction doesn't result in a purchase.

Measure customer experience by calculating the following KPIs. 

CSAT

Customers are asked how satisfied they are with their overall experience. The question used can vary, as can the scale used.

Ask the question: "On a scale of 1–10, how satisfied were you with our service today?

 CSAT (%) = (sum of all scores/sum of the maximum possible scores) x 100

NPS

The Net Promoter Score is calculated from a single question, "on a scale of 1-10, how likely are you to recommend [company name] to a friend?"

NPS (%) =  % of promoters - % of detracters 

Customer effort score (CES)

The Customer Effort Score (CES) is a customer experience survey metric. The CES determines the ease of customer interactions and resolutions during a request. 

CES = % positive responses - % negative responses

Determine whether the customer is realizing performance value

  • 1
    Calculate the acceptance rate
  • 2
    Calculate the number of identified customer needs
  • 3
    Determine the on-time delivery rate
  • 4
    Determine your rescheduling quota
  • 5
    Determine your product's flexibility
  • 6
    Determine the technical ability of your product/service
  • 7
    Determine the service reliability of your product/service
  • 8
    Determine the service assurance
  • 9
    Determine the development costs
  • 10
    Determine the number of bottlenecks
  • 11
    Determine the scheduling efficiency
  • 12
    Calculate the number of defects detected
  • 1
    Calculate other KPI metrics you deem appropriate to measure product/service performance

Performance value measures how well products/services are performing. 

To measure value performance, you shouldn't focus on your main offering. A holistic approach should be taken instead that accounts for the cohesive delivery of your products and services. 

To do this, you need to use KPIs that follow SMART principles. That is, you need KPIs that are Specific, Measurable, Attainable, and Realistic. 

Listed below are the KPIs that follow the SMART criteria:

  • Acceptance rate
  • Number of identified customer needs 
  • On-time delivery
  • Rescheduling quota 
  • Product flexibility 
  • Technical ability 
  • Service reliability
  • Service assurance
  • Development cost 
  • Number of bottlenecks 
  • Scheduling inefficiency 
  • Defects detected 

Check out the below resources to help you calculate the above KPI measures:

Measure internal business success:

Measure business outcomes

  • 1
    Measure business revenue
  • 2
    Measure business advocacy
  • 3
    Measure business tenure
  • 4
    Measure business cost
  • 1
    Calculate other KPI metrics you deem appropriate to measure business success

Measuring internal success is more self-explanatory. You'll want to look for increasing revenue, tenure, advocacy, and lowered costs.

  • Measure business revenue: Undertake profitability analysis by calculating your margin/profitability ratio, your gross profit margin ratio, net profit margin ratio, and conduct a break-even analysis.
  • Measure business advocacy: When customers are deeply connected and involved with a company, advocacy comes naturally. Customer advocacy is measured by gauging the monetary effect on the company from voluntary customer behavior.
  • Measure business tenure: Calculate your average customer tenure and gain a measure for the life expectancy of new customers when they subscribe to your service. To determine the lifetime value of a customer (LTV) find out: How much you earn from them on average for each month (ARPU); the average costs associated with every new customer (CAC); costs associated with servicing a new customer (CTS), and how long you can expect them to remain a customer (tenure).
  • Measure business cost: Costs are mandatory expenses made for the smooth running of a business. Every business activity will have a cost associated. Measure direct, indirect, fixed, variable, operating, product, and period costs associated with your organization.

Assigning weights:

Assign weights to your KPI metrics

  • 1
    Talk with your colleagues and your customer success manager
  • 2
    Assign weights to your KPI measures as appropriate
  • 3
    Make sure all your weights add up to 100

The KPI metrics used to calculate customer and business success are not equal. That is, one KPI measure might be more indicative of an account's health relative to another.

You need to treat your KPI metrics with the correct importance to give an accurate representation of your account's health.

I recommend talking to your customer success manager and your customer success colleagues. These are people who regularly interact with your customers, and will have a strong sense of which signals are more or less important.

For instance, there may be accounts that have low product usage rates but rave about your product and aren’t liable to churn (this will be reflected in the CSAT score). In this instance, your CSAT score needs to be assigned a stronger weight when determining customer health.

Below is an example of KPI metrics with weights assigned: 

Assign your bucket scoring system

  • 1
    Assign your account to their approriate "bucket"

To benchmark your customer health score, you have developed a bucket scoring system. It's recommended that you use a 1-100 scale for your system. With this scale, you can distinguish buckets to put your customers in as appropriate.

  • For instance, an account sitting within the bucket 0-39 is deemed unhealthy. You could assign this bucket an orange color. 
  • An account sitting in a bucket of 40-79 is neutral. You could assign this bucket a yellow color
  • An account sitting in the bucket 80-100 is healthy. You could assign this bucket a blue color

Note: More segmentation leads to better results with more developed and pointed strategies. 

Your aim is to create something like the below, with your accounts grouped into different colored categories based on their account score. 

Account health scorecard example.

Upload a copy of your account health scorecard

Use the file upload form field to upload a copy of your account health scorecard.

Your account health scorecard will be assessed and approved by your manager.  Until this has been approved, you will not be able to continue with this workflow. 

Approval:

Will be submitted for approval:
  • Upload a copy of your account health scorecard
    Will be submitted

Note potential/emerging areas of concern

You need to note red-flag issues as they emerge. Make a note of where an account's performing poorly (orange areas) and where they are succeeding (green areas). 

To remove areas of concern, you need a strategy. Think about how you can improve KPI measures for areas of the scorecard colored orange. Your aim is to have scorecards that are all green, indicating healthy accounts and a healthy business.

Re-assess your account

It's time to re-assess the health of your account.

Sources:

Sign up for a FREE account and
search thousands of checklists in our library.

Sign up for a FREE account and search thousands of checklists in our library.