#2: From contextual onboarding to winning budgets to metrics

In this edition of #NewThingsinCustomerEducation we talk about contextual onboarding, what CS teams can do to win their fair share of the budget and the 7 metrics for customer satisfaction.

Best Reads of the week

⌗1. Hannah Chaplin, Director of Feedback and Mobile at Pendo.io, talks about delighting customers with contextual in-app guidance. (Source: Pendo Blog)

What is it about: The blog talks about contextualising onboarding depending on where your customers are in their journey. For example helping new users get set up should be very different from giving tool tips or new feature announcements to rather experienced users.

What we learned after reading the piece: Contextual onboarding can be as simple as giving an option to opt-out of the “Getting started“ guide or don’t show again option for tooltips.
Try to keep the steps under five, if not possible at least show the total number of steps along with a progress bar.
This sets expectations and gives a sense of progression in case of long tutorials.

Our thoughts: We feel video onboarding is the definite next step for anyone trying to educate their users the most about their tool. The first impression is the last impression so make it a good one.


⌗2. Emily Nesterick, Award-winning Content Marketing manager at Churnzero, talks about how customer success can win over the C-suite during the year-end budget planning. (Source: Churnzero Blog)

What is it about: The blog proposes 3 approaches or arguments the customer success team can make to their CEOs and CFOs for budget approvals

What we learned after reading the piece:

  • Tie your purchases with revenue impact and commit to KPI changes.

  • Make your CEO truly understand the cost of building instead of buying.

  • Argue for peace of mind and profit that predicting any significant churn risk in the future will bring.

Our thoughts: First of all we love the fact that Emily wrote this for humans and not SEO like most blogs.
The most thoughtful argument was made towards the end: “Always assume a No. But don’t take it for an answer“.
While you might fear overpromising and underdelivering, taking ownership is the most courageous thing you can do.


⌗3. 7 Metrics to measure Customer Satisfaction  (Source: ProProfs Blog)

What is it about: The blog talks about 7 metrics namely Customer Satisfaction Score, Net Promoter Score, Customer Effort Score, Customer Churn Rate, Customer Health Score, Abandonment Rate and Customer Acquisition Cost. It also throws light on how you can measure them, improve them and the pros and cons of using them.

What we learned after reading the piece: A good CSAT score falls in the range of 75%-85%. However, this may vary based on the industry.
Apart from surveys, you can use social media sentiment analysis, real-time customer correspondence, the response on promotional offers to measure satisfaction.
To truly measure satisfaction one should use a combination of CSAT Score, Customer Effort Score and Net Promoter Score.

Our thoughts: Great customer satisfaction can only be achieved through a great experience. While post-purchase dissonance is inevitable, it should be minimised by giving an excellent experience throughout the journey whether it’s while using the product or while getting customer support.