How to create a customer health score that measures customers’ overall experience with your brand

Businesses have a lot of data about their customers, but often that data isn’t being put to work. Creating scoring models offers you a clearer view of your customer data so you can understand who is engaged and who isn’t, who is showing advocacy and who is close to churning.

Ortto’s new Scores feature allows you to set up scores for lead qualification, product engagement, and customer health. Customer health refers to how engaged and happy with your product/business a customer is. You can use a set of activities and filters from your CDP to determine a score that marketing, sales, and customer support can use to identify customers that are showing advocacy or disengagement. You can then use scores as filters to build audiences or as entry and exit criteria in your journeys and playbooks. Find out more about setting up scores in Ortto’s blog.

How does having a customer health score benefit your business?

Scoring customer health enables you to measure whether a customer is showing signs of loyalty or churn. It is a method of calculation that gives an accurate and timely snapshot of the overall customer experience, compared to a survey like a Net Promoter Score (NPS), customer satisfaction score (CSAT) or a customer effort score (CES), which tells just part of the story at a moment in time. 

Ortto’s Scores feature allows you to incorporate an amalgamation of activities and behaviors that represent overall engagement and satisfaction with your product or brand at any given time. And, a half-life/degrading model (i.e. the time in which the lead will be half as valuable as it was on the day of the lead’s last interaction) is automatically added to scores for behavior-based actions to ensure recency. This means you can get more intel on how your customers are really feeling about your brand at any given time.

Activities and behaviors connected to various touchpoints your customer has with your brand that could be incorporated into a customer health score include:

• Support tickets lodged and resolved

• Responses to NPS and CSAT surveys

• Time as a customer 

• MRR, CLV or average purchase price

• Product usage (e.g. how many times a user logged into their account)

• Signs of loyalty/advocacy 

• Activity within forums and community channels

• Interactions with chatbots

A customer health score can be used by several teams across the business in different ways:

• Customer support can gauge overall customer satisfaction at any given time

• Sales can identify upgrade opportunities

• Marketing and sales can identify and prevent churn

• Product marketing can identify advocates and case study subjects

You could also set activities with negative scores. For example, an activity such as the user not logging into their account for 30 days would indicate churn, and would therefore negatively impact the customer’s overall score.

How to set up a customer health score in Ortto

Setting up scores is simple, follow the steps below.

1. Go to Setup and select Customer data

2. Go to Scores

3. Click + New Score

4. Give your score a name, and select a score emoji icon as well as a Score half life period. (Note the half-life period will only apply to activities, not filters.)

5. Add your score criteria by clicking + New criteria and selecting either a filter or an activity. 

The activities and filters included in a customer health score model will vary from business to business. For example, a B2B SaaS company that enables teams to manage task workflows and improve collaboration could set up a customer health that includes the following activities:

• Amount of tasks created 

• Amount of dashboards created

• Amount of team members added to a shared dashboard

• Amount of tasks assigned to/shared with team members

• Time spent on the platform/amount of logins

• Interactions with chatbots/customer support

• NPS/CSAT survey responses

Another example: An in-app microlearning tool might determine positive customer health based on the following activities:

• Time spent on the app

• Number of courses completed

• Number of milestones/badges achieved

• Number of referrals sent

• Membership level

6. Assign a number of points based on the importance

It's up to your business to add weight to certain activities. Continuing with the task management example above, the creation of a task could be worth 100 points but the creation of a dashboard could be worth 200 points. 

7. Click Create criteria

8. Continue until all criteria are loaded and switch your new score type ON. 

Once your scores are set up, Ortto will use this model to assign the customer, product or lead a score out of 5. This score will appear in the people section of your CDP and can be used as a filter to build audiences or as entry and exit criteria in your journeys and playbooks. 

Final word

Every business should have visibility over how their customers are feeling about their product offering/brand, and the easiest way to achieve this is by building a customer health score. Try out Ortto’s new Scores feature for yourself by signing in or signing up today.