Red Points puts a lot of energy into examining and acting on its customer health scores.
At some companies, acting on that metric might mean swaying renewals or upsells by one or two percent. But for this brand protection software company, counteracting a dipping score means keeping their clients’ intellectual properties safe.
Red Points’ AI-driven platform helps more than 900 clients detect and dispel issues of counterfeit products and brand infringement online.
The company’s director of customer success, Aman Bhatia, said the winning equation for high customer health scores depends on a number of variables. First, client-facing teams build nuanced datasets by combining tried and true metrics like net promoter scores (NPS) with business-specific data like brand infringement tallies. Those insights help power product dashboards that offer transparency to clients. An additional variable revolves around adaptability: how well the team can interpret their insights and build new solutions with client buy-in.
Bhatia said this equation works well for Red Points, and below, you’ll find the full details and more.
How does your team calculate customer health scores?
We use a variety of ways to measure customer health that include monitoring product utilization, conducting quarterly business reviews and measuring overall sentiment using net promoter scores (NPS) scores.
We also measure customer health using internal metrics particular to our business such as number of detections of brand infringements, which we find across the web for our clients. We track how many infringements we are able to remove successfully.
Finally, we measure a dollar-based economic impact for each client and we share that metric with them using product-driven dashboards. This practice helps our clients measure their success with Red Points but it’s also an important way for us to measure the health of our relationship with each individual customer.
How do you ensure those metrics are as accurate and reliable as possible?
There are a number of ways we try to ensure that our health scores are as accurate as possible and remain that way over time. Consistency is key when it comes to completing quarterly business reviews around client success rates and economic results; a process followed by gauging their sentiment via NPS. We leverage playbooks designed in Gainsight to help our customer success managers (CSM) maintain a consistent approach for all clients.
We have additional methods for product utilization and metrics to measure detections and actions taken that protect our clients’ brands. We focus on calculating each number as conservatively as possible and we share our calculations with clients to ensure their buy-in. We then monitor these results in real-time to pinpoint any early warning indicators of deterioration in results that would be a precursor to a degraded health score.
Consistency is key when it comes to completing quarterly business reviews around client success rates.”
What are some interesting ways your team has leveraged customer health scores?
One recent example involves a Red Points client who is a prominent brand in the lifestyle and apparel industry. Our customer success team was able to use customer health scores to monitor new ways our client’s brand was being harmed. The CSM for this client then partnered closely with our product and operations team to monitor internal success rates and detection metrics to identify these new trends. This information was used to then develop a brand new strategy for the client, which used additional intellectual property assets to protect their brand in new ways.
The plan was then presented through a quarterly business review. Once the client was bought in, the team was able to implement the new plan of action and share results with the customer through product dashboards.
Monitoring customer health through multiple data points was pivotal in developing a lasting relationship with this client by demonstrating how Red Points can evolve with their changing needs.
