How to Assess Customer Health Using Intercom

For most that are new to Intercom, it may appear to be just another chat app. In reality, large sales, marketing and customer success teams leverage this software to communicate with prospective and current customers through email, website, social media platforms and more

Overall, Intercom contains three core features: Receiving chats and emails from customers, sending messaging workflows to customers and an articles feature which allows teams to educate their customers.

Alongside regular phone or video calling with customers, customer success teams are frequently able to interact with their prospect and paying customers through both instant messaging and email to ensure satisfaction.

But how can businesses quantify the value delivered by using Intercom? It goes without saying engaging with customers is valuable but how much is it worth?

Today, we'll be discussing top ways to leverage Intercom in which we can quantify the value of. Let's dive in.

Understand Why Customers Churn

In an ideal world, customers would never leave us. Unfortunately, even the best products or services still encounter times of lower renewal. When this occurs, Intercom is built to trigger alerts of cancellation.

So what can you do once you get this cancellation alert using Intercom?

First, you can schedule a sequence of emails encouraging customers to reconsider their decision.

Assuming their mind is made up, Intercom also allows for customer feedback forms to be built. Using this feedback form, collection information on WHY customers are choosing not to renew.

For example, you may find that customers are not renewing because of a new competitor in the market, or there's a low adoption rate within their company. Whatever the case may be, tracking these trends is critical to coming up with a strategy to reduce churn.

For a deeper analysis of the customer cancellation trends, use Kloudio to sync data to external analytic tools or Kloudio's report builder to general specific visuals.

Assess Health of Customers

If you're already using Intercom at work, you'll know that it's super easy to export user profiles from the software. User data that can be exported includes the number of times they've logged into your platform, where they're located, months since sign-up and more.

Given all this raw data, it would certainly be a missed opportunity not to assess the health of your customers. Having discussed customer churn previously, now we're touching on flagging at risk customers before they consider not renewing.

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In order to assess the health of your customers, you'll need to select predetermined identifiers from Intercom and export this data first. Once this is done, you can build a report using Google Sheets, Excel or even Kloudio's report builder to generate a health or NPS score out of 10 for each customer.

Some common predetermined factors that are used to assess the health of customers include:

  1. Session counts

  2. Customer loyalty

  3. Adoption of the key product features 

  4. Growth and/or up sells over time

  5. Previous NPS scores

  6. Number of times they have interacted with your company since purchase

  7. Positive or negative product feedback

Assign weighings to each health factor, assess each customer using the factors and add up their health score to store the analysis. 

Here's What We've Learnt

Customer churn is very costly as it takes huge costs to acquire new customers and establish the same strong relationship. While a customer might not churn today, it doesn't mean they won't do so in the coming months.

Assessing the health of your customers prior to their health scores dropping is crucial and can be found from Intercom data.

Intercom provides countless user attributes but it is up to your customer success team to decide what is truly valuable when it comes to assessing customer health and churn risk.

Reporting customer health and why customers churn helps not only customer success teams better support customers. It also helps sales to convert, and product teams to build features that customers need to sustain high adoption.

What are you currently doing to make the most of Intercom? How are you assessing the health of your customers? Let us know below what your predetermined factors are. Until next time, 
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Kloudio Team
About The Author: Kloudio Team

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