How to Report Using the Ebsta Customer Engagement Score
How to Report Using the Ebsta Customer Engagement Score
At Ebsta, we like to know what’s going on. In particular, we like to be able to accurately forecast our Lead conversions, our expected Sales numbers and our client retention rates. For us, it’s all about being proactive about what we can do if the numbers in any area fall below our requirements before it’s too late. This is how you can do it too!
Our ProcessesAs a Salesforce customer ourselves, we actively use it to manage Leads, Sales Opportunities and our customers. We have developed an array of tools to ensure that the information we, and our customers, require is where it needs to be in order to report on it. Our first requirement for reporting was to understand the questions we wanted answers to and what we wanted to achieve when we had these answers. That’s why we started by looking at our Sales Opportunities. We wanted to understand if the activity logged against an Opportunity reflected its position in the sales pipeline on the basis that if the activity was below a particular threshold, we could identify which Opportunities were at risk. This way, we can highlight for attention to both the sales team and the Exec team. This would allow us to proactively highlight Opportunities at risk and better forecast those expected to close versus what the Sales team thought would close. So, we plotted an Opportunity scatter chart using the x-axis as the Opportunity stage duration and the y-axis as the number of activities logged against each Opportunity. Although this was certainly a step in the right direction, we soon came across a number of issues.
Identified IssuesActivity logging – not all emails, calls and meetings were being logged against the Opportunities. Without this data, the graphs became useless which highlighted too many false positives. Activity counts – where the activity was being logged, it was very hard to understand if the activity was positive. The standard Salesforce activity reporting metrics namely, number of activities and days since last activity, were not able to give us the visibility and accuracy we required. That’s why we developed the Ebsta Score.
The Ebsta ScoreFirstly, the Ebsta Score does not require the information to be in Salesforce which means we no longer have to rely on the end Users to log all the information for us in order to accurately report. Secondly, the Ebsta Score understands sent and received communications; not only the total number and the days since the last activity, but the type, direction, conversation, timing and period of all communications to derive a single engagement percentage metric. With the Ebsta Score, I can now see the difference between 2 Opportunities that the native Salesforce metrics plot in the same location. Confused? Let’s take this example. There’s 2 Opportunities, let’s call them A and B. Both had 10 activities logged, with the last being 10 days ago. When plotted with the standard Salesforce metrics the Opportunities are plotted in the same position. For Opportunity A: The Ebsta Score can see that the 10 activities are made up from 5 outbound calls lasting less than 30 seconds and 5 outbound emails For Opportunity B: The 10 activities are 3 outbound calls lasting longer than 3 minutes, 2 inbound calls, 2 outbound emails and 3 inbound emails all belonging to the same thread. This gives a contrast in Ebsta Score to show me that we are engaged with Opportunity B but not with A. Now, we can focus on Opportunity A to understand what is going on to hopefully turn around and close or remove from my forecasting.
How to Use Ebsta Metrics in Your ReportingNow we understand the benefits of the Ebsta score, how can it be used to help you? The Ebsta Score alone is not going to tell you if a deal will close or if a client will stay. What is required is for you to understand the other key metric(s) that are relevant to you. Let’s take the example of customer retention. If I have 2 clients, A and B, with A having an Ebsta score of 20 and B having an Ebsta score of 90, this alone does not mean that I will lose client A and retain B. What I need to understand is client health, renewal date, value and where my client is in my customer success life cycle. So now I can plot my clients by customer health and Ebsta Score, filtering for those that are coming up for renewal and are all in the same part of the customer success life cycle. What I want to see is that we are engaged with the right customers and ensure that the focus is in the right place before we potentially lose a customer. Now I can see that client A, with a score of 20 has a good health score, but client B has a very poor health score. This shows us that we are heavily engaging with a client that is unlikely to renew and ignoring the client that should which means I can focus my resources appropriately. This method can be applied to any area of your business as long are you are:
- Able to identify the other key metrics to plot against Ebsta score
- Able to identify the filters to allow you to be comparing like for like
- Able to understand the questions you are asking
- Able to understand what the results means and what you will do with them.
- Your users to log all activity (which we know they never will)
- You to plot multiple graphs or create complex functions to understand type of activity
- Identification of risk in lead conversion, sales and customer success
- More accurate forecasting
- The ability to be proactive