An engagement score is a way to measure how effective you are at engaging customers. These are the steps you need to take to do this.
How do engagement scores help organizations?
These are great ways to identify customers who need your attention. Companies can measure engagement to see which customers are most engaged.
This information can also be used to segment customers and improve retention efforts. This article will provide a step-by-step guide to how to score in your SaaS company!
Once you have calculated the engagement score for each product it is time to combine them all into a single score. This will allow you to see if customers are engaged with the product and how it affects other products.
Calculating customer satisfaction score
To build a CES, start with inputs such as frequency and depth of use.
Add all these factors together and you get one score that represents your customer’s overall health, success, engagement, and happiness.
A CES has one significant advantage: it allows you to assess customer interactions quickly by only looking at one number and not several data points.
It makes it very easy to see the impact of customer marketing, engagement, and success programs as well as onboarding strategies and free trials.
You can track the rate at which your CES rises or falls in the first few months of new customers by improving your documentation and help website. This can be compared to previous customers.
This comparison makes it easy to determine if adjustments had a positive impact or a negative one.
Customers are segmented using customer engagement scores
Their score can be used to identify your customers and users who are eligible for a free trial. You can create segments such as 80-100 customers who have had a high renewal rate, 40-80 customers who have had a 50% renewal rate, and 1-40 customers who have had a low renewal rate.
Then, you might ask your account or customer success team to perform the following with these segments.
Spend less time in the 80-100 bucket as they are more likely to renew.
Three months before the renewal date, call the 40-80 bucket and pay particular attention.
In-context messaging and targeted digital ads are all effective ways to nurture people in the 1-40 age range until they reach the 40-80 age group.
Although this example is focused only on high-value customers, it can also be used to manage large quantities of low-value clients.
CES allows you to quickly diagnose and fix issues in your install base. It also allows you to analyze customer assistance success and determine what training your customers need.
It has also been shown to be more reliable and profitable than customer surveys.
The CES is a simple indicator that can be used to increase customer satisfaction and operational efficiency.
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How do you calculate the Customer Engagement Score?
Calculating the CES is time-consuming and can be difficult. Calculating the CES requires that you consider many variables to ensure a precise result. There are three main steps to calculating CES.
Step 1: Determine the cause of CES.
This is the most crucial stage of this process. At this stage, a corporation should thoroughly evaluate the benefits and value its product offers to customers.
Knowing the benefits of its product can help a corporation discover unique circumstances that allow them to track such benefits. For example, a social network company might track how frequently clients use its online chat service.
Step 2: Establish a CES range.
Next, we will determine the range of the score by identifying the amount of engagement that the product offers users at different stages in their lives.
If a client uses the service for more than six months and pays more than $100 per month, their score could increase by 40 to 80 points.
Step 3: Determine engagement score factors.
The third step is to calculate the scores’ components. These are usually measured using a scale of 10 points or less.
The corporation must determine how much each component contributes towards CES and what the optimum value should be at each stage in the engagement cycle.
A corporation can assign weights and sum up the engagement components to simplify this process.
The weight of each component relative to the other at different stages in engagement with a product/service is determined.
An example: A score can be given a weight of 50 percent for engagement with the company’s product, and 20 percent each for engagement with its employees and overall satisfaction.
You must combine a variety of events to calculate the CES.
Keep track of engagement events like:
Frequency of product utilization – How often do users access your SaaS app?
Which essential elements do people interact with and which do they ignore?
Specific actions were taken by the user in the app
Customers can upgrade or renew their accounts
A customer has submitted a support ticket.
These events are not final. They will differ from one SaaS service to the next in terms of their importance. The result of including all relevant events is an accurate measure of customer success, health, and engagement.
Step 1: Identify the most important moments in your product’s engagement.
Before you can start, define engagement for your product throughout the customer journey.
How?
Start by watching how clients use your app. You need to learn how clients interact with your app throughout the user journey.
Once you have compiled the summary, the next step is to identify the key events that will determine the success of your customer. Each stage of the client journey is marked by one or more important events.
What are the active and non-active users? What must a single user do in your app to be included in the daily dynamic segment?
A social media scheduling tool such as Postfity may consider a consumer active and engaged in the first half of their trip based on their activation key.
- connect your social media accounts
- Post a message on social media
- Make a post on social media ahead of time
However, activation is only one step in the user journey. You must identify the key events that indicate engaged user behavior throughout the customer lifecycle for each user persona group.
It’s similar to keeping track of the score of a product, but with interactions with your staff added as critical events.
Step 2: Use event tracking for engagement tracking
To track the number of people who interact with your product, product analytics must be set up to track interactions at each phase of the user journey.
It is crucial to determine what user engagement products you require in terms of analytics. This will help you choose the best analytics software to meet your tracking needs.
Step 3: Assign each event a score.
You can now give each event a score according to how important they are to your product or user persona.
Correctly scheduling a post in an Instagram scheduling tool is more important than A/B testing hashtags that will be used on the posts.
Comparatively, when they aren’t A/B testing hashtags they don’t plan posts so users are not engaged.
You could award 10 points to users who plan a post, and 1 point to those who A/B test hashtags.
Once you have assigned each event a score, track how often it occurs over some time.
In the graph below, for example, event #3, which has a higher importance (10 points), occurred 11x over x days while event #1, which has a lower importance (4 points), occurred 17x within the same period.
A weighted score is given to each event based on its importance and how many times it has occurred.
The last step is to calculate the event value for each event. This is the event score multiplied by the number of events it occurred within the last x days.
In the graphic below, 10 points are awarded to customers for performing the third most important event. The event was executed 11 times by the consumer in the past x days. This gives 110 event value.
You can deduct points if a significant event occurs outside of the time frame for which you are computing your score. This could lead to a low score, which can alert you to possible churn.
Step 4 – Calculate your client score by using this formula.
Add all the event values together to calculate the CES for each user, active or not.
Engagement solutions can automatically calculate your score so that you don’t need to. The following formula is used:
How can you use the customer score and segmentation to your benefit?
Their scores can be used to segment your user base. You can also create free trial accounts for them so you can send them different messages depending on their activity or product engagement.
First, you need to divide your active users into groups according to their scores.
A low score means that there is a high chance of churn.
Scores between 1-40 indicate that you are very disengaged.
Scores between 41-70 indicate that you are engaged.
A score between 71 and 100 indicates high engagement
Scores greater than 100 indicate that you are a power user.
Based on the segments that you have specified, you can choose which actions to take.
Gamification, checklists, and interactive walkthroughs can increase engagement in the 1-40 group until they reach the 41-70 segment.
Reach out to the 41-70-year-old age group to find out about their issues and how you can help them reach their goals faster.
Target consumers in the 70-100 segment with upgrades and add-ons to increase revenue.
These are some engagement strategies that will help you to nurture and engage users:
1. Personalize onboarding with in-app marketing
Users with low scores require a more targeted strategy that includes personalized onboarding and in-app marketing.
A checklist can be used to guide consumers through the product during a trial. It will also help drive up product engagement scores.
Highlight the steps that a customer must take to activate their product and reap all its benefits.
2. Engage with your app by gamifying
To find clients with low scores, you can use an in-app engagement strategy for gamification. Gamification improves user experience by adding interactive components like badges, levels, and leaderboards.
Our psychological need to be motivated by competition and to receive rewards can drive us to interact with our products and encourage repeat behaviors.
Facebook, for example, gives this emblem to people who initiate conversations. This boosts self-esteem and encourages more connections.
3. Micro-surveys can be used to gather feedback and then take action
To collect qualitative and quantitative feedback, micro-surveys are a good option. You can use an NPS survey, which is one of many customer satisfaction surveys.
Customer satisfaction surveys can be used by customer service teams to determine how customers benefit from the product.
To learn how to create an NPS survey without having to write any code, request a Userpilot demo and get feedback from your customers.
They can use the information to contact customers with poor customer involvement and address complaints.
These accounts can be nurtured to avoid high churn rates. This doesn’t mean you should not focus on other areas.
Find ways to increase your account’s reach with users with a high CES.
A high level of product interaction can be a great way to grow your customer base. You can identify high-value customers by using customer scores. This will help you increase your sales and keep them returning for more.
To encourage users to spend more time using the app, you can use the following customer expansion strategies.
1. Upgrade snags removed
Upgrades should be easy for users at all stages of their user experience. Encourage users to upgrade by highlighting any benefits they might be missing.
Intercom adds a button to the tooltip if a particular feature of its tools is not available on a different plan. It is important to show the tooltip in context when someone interacts with one feature.
2. Free trial of premium features
Users who are free to upgrade may still wish to. All they have to do is give them a compelling reason.
Your freemium service can keep them busy. Customers may be able to test out the new premium features you have just announced to help them decide if it is worth buying your product.
It is important to monitor client interaction between freemium users.
3. Automate context-related journey touchpoints
It’s easier to ask customers to update when they need it. Loom is a video messaging app that encourages users to use a tool to remove unnecessary words from videos after they are finished recording.
