I was asked yesterday how to extract value, and ensure profitability, from a high number of very low value customers.
The scenario is that there are 10,000 customers, with that number growing fast, paying on average a one-time £2,000 fee and a few hundred per year for additional services. There is currently no CS function at all, but it is recognised by leadership that this is essential in order to grow these customers by making them successful.
I went straight to Digital CS:
- Onboarding email sequences
- Self-service training
- Recurring community onboarding webinars
- Office hours
- Community
- Pooled CSMs
- Ad-hoc real-time meetings based on customer request or usage triggers
- In app and emailed usage reports
- Triggered upsell email campaigns
Where I got a bit challenged is how do we determine the cost of this Digital model and demonstrate it is profitable? There are a lot of variables to consider. I feel like I should be looking at how we demonstrate marketing campaign effectiveness or Support team metrics. Of course, we would look at renewals and upsells.
What approaches have you all seen work for demonstrating the value o a Digital CS program?