Imagine how great it would be to be able to predict your customers' behavior. Well, it may sound like a pipe dream, but it's already possible through the use of the Customer Health Score.
This indicator measures the health of accounts and customers, and helps companies develop strategies for customer retention and loyalty.
By understanding the audience, it becomes easier to solve their problems, which are sometimes hidden and masked within companies.
Do you know what Customer Health Score and how to implement it to achieve good internal results?
Check out our post and learn more about this very important topic!
What is the Customer Health Score?
The Customer Health Score (CHS) is an indicator of future customer behavior . Its function is to measure the health of the consumer, being able to predict their actions and desires.
Através desta métrica, é possível adaptar atendimentos, melhorar gargalos e manter os clientes por mais tempo, evitando o fim do serviço prestado a cada um deles. Isso torna a retenção e a fidelização de clientes mais efetivas.
A saúde do cliente indica o que o consumidor pensa sobre um produto ou serviço, ou seja, o valor que ele enxerga na marca. Algumas perguntas indicam o que o consumidor pensa sobre o que lhe é oferecido:
- O cliente está realizado com a compra do produto ou serviço?
- O cliente voltaria a fazer negócio com sua empresa?
- Como está a satisfação dos clientes com relação à empresa?
- Como está sendo o uso do produto/serviço?
- O cliente expandiu o negócio dele a partir da implantação do seu produto/serviço?
- Qual a frequência de chamadas para o seu suporte?
Esses são apenas alguns exemplos do que pode ser medido e perguntado. É preciso que cada empresa tenha as perguntas adequadas para o próprio cenário e pense de acordo com cada um de seus clientes.
If your company already has customer experience indicators, such as NPS , CSAT , or CES , you're already capturing customer insights and know a little more about them, right?
But don't stop there, after all, the Customer Health Score gives you the power to know even more, always thinking about the customer's future.
How to implement the Customer Health Score?
Each company has a different reality, and it's necessary to consider the indicators based on each scenario. Therefore, it's important to use the three steps of the Customer Health Score and adapt them to the most diverse possible scenarios.
These steps are called CWM – Categorize, Weigh, and Measure.
Categorize
To begin your Customer Health Score, identify and categorize the main actions your company uses to retain customers .
Find out what actions bother customers, what satisfies them, what they consider essential, and what is not so important to them.
Identify all possible categories and list those you consider most important and crucial for retaining or losing a customer. This will allow you to understand how your customer perceives your brand and how you perceive them.
Despite
Once the categories are defined, it is necessary to know the weight of each one in relation to customer retention and maintenance .
Each action will have different weight for each client, so it's necessary to understand and look at each one individually and know which strategy to follow.
Each client is a different "patient," so they need to be diagnosed individually, not in a generalized way.
Measure
Generally, a client's health is measured on a scale of 0 to 100. It's also advisable to assign colors to clients, similar to a traffic light system, increasing visual awareness of what is good or bad.
Once these measurements are taken, it's possible to understand where the account or customer stands within the Customer Health Score:
- Between 0 and 50 – The customer is at risk, representing a potential loss and a detractor of the brand.
- Between 51 and 70 – Health is at an average level, meaning more work needs to be done with each client to prevent them from reaching a critical situation.
- Between 71 and 100 – Health is good, with the customer being a potential brand promoter. It's worth investing in loyalty and customer delight initiatives.
Based on the results for each client, it's necessary to take action to ensure that your relationships with these consumers undergo real and positive changes.
Begin by observing customers calmly and carefully. It's necessary to treat everyone the same way, but also to be aware of each individual's unique characteristics.
After understanding, it's time to act! Knowing what the customer needs is useless if you do nothing. That's the secret of the Customer Health Score. Act to change the perceptions of everyone in your customer base and give them reasons to stay with you and see a relationship of trust.
Always manage and keep the situation under control. Solving some problems may seem easy, but the difficult part is keeping all customers satisfied and maintaining low levels of dissatisfaction.
Why use the Customer Health Score?
Every process to be implemented requires study, time, and dedication. That's why entrepreneurs often wonder if a new method is really worthwhile and why they should use it, right?
The Customer Health Score offers several great advantages for your company. Check it out!
Greater possibility of contract renewal
By understanding the client's current situation and maintaining a healthy relationship with them, the chances of renewing service contracts or securing new purchases increase .
With loyal customers, income predictability increases, enabling larger long-term investments.
Improving the company's reputation
Financial return is important, but having a good brand reputation in the market makes all the difference for a company .
By having satisfied customers, it's possible to generate marketing , which is one of the best ways to attract new and potential consumers.
Reducing customer churn
Losing customers is bad for any company, and often it happens without even knowing the real reason for the departure or breach of contract.
By implementing the Customer Health Score, you can predict whether a customer is inclined to cancel your services , and in this way, you can work to prevent the loss and win back the customer.
A cancellation rarely happens overnight; it stems from a combination of various problems, which can sometimes be resolved quickly if the company is monitoring the customer's well-being.
Conclusão
The Customer Health Score is an essential metric to track, as it ensures the company's competitiveness, customer retention, and customer loyalty.
Implementing metrics guarantees new directions for visualizing and solving problems, as well as changing behaviors and maintaining better relationships with customers , who are the most important part of a business.
Have you considered implementing the Customer Health Score? Now that you know a little more about this indicator and its advantages, start taking action and put this key to success into practice for your company!
Now that you know a little more about the Customer Health Score, take the opportunity to explore some solutions for managing online reputation and customer experience .
