bridging the gap between customer engagement and user metrics
TRANSCRIPT
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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• 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