QBRs - what approach do you follow for low touch accounts?

Hello CSM leaders,

Looking for some input on QBRS for low touch accounts. Do you deliver QBRs for this segment? what cadence or system do you use to cover QBR content for low touch accounts?

Appreciate any views you can provide.
thanks in advance

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Mike Arnone

Love this, Jordan ?

Jordan Silverman

These are great answers by @Max Smith-Gee.

It really is about finding a good rhythm based on customer segment and journey.

For us on the SMB side we have found:
- Bi-weekly calls during onboarding (separate training team focusing on usage so CSMs can drive value)
- Monthly calls during first value
- QBRs during desired outcome

We make the bi-weekly calls and monthly calls mandatory for SMB customers and the QBRs optional. This is all just on the SMB side - we have different journeys and cadences for mid-market and enterprise.

Max Smith-Gee

One thing I forgot to mention is if you are really looking to scale the Business Review activity for those low-touch customers or even some of your enterprise customers, I think it's critical to start productizing the QBR activity within your platform. This can be achieved through several methods but some common ones are 'overview dashboards' that provide historical metrics and recommendations, or weekly digests to low-touch customers in replacement of actual Business Review meetings. This is always fun to think through because you'll get to collaborate with your Product Team too!

Patricia Lezama

Thanks Max for the input. Very useful. Sounds like we are aligned with what you are describing. We are working on formalizing the process.

your answer is appreciate it
PAtricia

Max Smith-Gee

Hey Patricia, great question and it's difficult to give a specific answer as I believe Business Reviews need to be controlled and tailored to each company depending on the CS Team size, business model, use case, etc. With that said, some rules of thumb I follow for QBRs are customer segmentation, length, who attends, and what content is covered. Here are a couple examples:

Enterprise Accounts
- Occurrence: once a quarter
- Attendee: Leadership from both sides
- Time: 1 Hour
- Topics Covered
  - In-Depth Roadmap review and input
  - Customer Metrics
  - Recommendations
  - Future KPIs for both sides
Small to Medium
- Occurrence: every 6 months (depending on customer's growth potential to be Enterprise)
- Attendee: Day-to-day contact and maybe team leads
- Time: 1 Hour
- Topics Covered
  - Simpo Roadmap
  - Customer Metrics
  - Future KPIs

I hope this helps and happy to chat in more details about your specific use case!

Max