bridging the gap between customer engagement and user metrics

Bridging the gap between Customer Engagement and User Metrics

Customer Engagement

Customer engagement (CE) is the engagement of customers with one another, with a company or a brand. The initiative for engagement can be either consumer- or company-led and the medium of engagement can be on or offline.

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Thanks Wikipedia!

Customer EngagementCustomer 2 Customer

Customer 2 Brand

Brand 2 Customer

The BRAND

User Metrics

Standards of measurement by which efficiency, performance, progress, or quality of a plan, process, or product can be assessed.

User Metrics Can Differ From Business To Business

• They aren’t like traditional business or accounting metrics (profit, loss, EBITDA etc)• You can get bogged down looking at the wrong metrics…• There isn’t one “holy grail” User Metric for all businesses

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User Metrics can help you understand and validate what is happening in your business.

Here’s an example…• In 2010 there was a location

based App call Burbn• It had features such as the

ability to check in to locations, take photos and tag your location• It secured $500,000 Seed

Funding

What happened next?

An Example of marrying Customer Engagement and User

Metrics• It pivoted to just focus on its photo sharing ability• And sold to Facebook for $1 Billion

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Instagram

• 200,000 Users• 1 Million posts per month• 20+ forum sections• Volunteer Team

Google Analytics only gives half the story..

• Frequency & Recency of visit

• Referring sources

What User Metrics are important in this scenario?• Number of posts per forum section on

a weekly / monthly basis

• List of Top 10 Users by posts contributed

• List of Top 10 Users by posts contributed by forum section

Identify & Engage Influencers & Evangelists

• Capture of relevant product feedback & ideas

• Enabled individual Brand-Consumer relationships to be built

• B2B software platform• CRM powered by Salesforce• On-boarding program• Knowledge Base

Base User Metrics

• Number of Knowledge Base logins per User

• Number of Platform logins per User

• Frequency & Recency of visits

What User Metrics are important in this scenario?• List of specific content viewed in

Knowledge Base by User

• Number of times each piece of content was viewed

• The most frequently viewed pieces of content

Improved Trial Conversions

• Improved On-Boarding process

• Dedicated/Tailored training and support per User

• Mobile App for Conference Calls

• UK Tech Start-up• B2B Focus

Base User Metrics

• Number of downloads, number of Users

• Number of calls made

• Average length of calls

What User Metrics are important in this scenario?• Users who made the most calls

• Users who made no calls

• Call type (national vs. international)

Improved Value Proposition

• Improved On-Boarding process & tutorials

• Improved corporate adoption

User Metrics in your business

Confirm the top 3 factors or stages involved in securing and renewing business (e.g. free trial, sales demo, off-book charges)

Identify User Metrics for each of these factors (e.g. off-book charges the User Metric may be the number of creative requests per month)

Monitor those metrics over a 3-6 month period, analyse and then refine your business activities. Rinse and Repeat.

Philip WrideCEO, Cheesecake Digital

phil@cheesecakedigital.comwww.cheesecakedigital.com