© 2022 Matik, Inc.
Data-driven storytelling takes data and transforms it into easy-to-understand stories. Stories make data easier to digest and data, in turn, gives stories credibility.
In this Content on Matik series, we will be taking a look at some of the innovative ways Matik customers have used data-driven storytelling to create compelling content, and build better relationships with their customers.
Meet the Performance Report.
A Performance Report is a one-pager that provides customers with an overview of how they are using your product, what the value of that usage is, and how they compare to your other customers.
The key point of this content is that it isn’t just a snapshot of the ways your customer is using your product, but illustrates the ROI a customer is getting from the product, and what they could be doing to get even more out of it.
Data around product usage is critical to customers as they seek to understand whether or not they should continue using it.
A Performance Report can help to encourage meaningful conversation around product ROI between you and your customer well in advance of their renewal. Putting this data-driven story into a one-pager format also makes it easy to share via email with your customer on a monthly basis, as well as being easy for your customer to consume.
Performance Reports can also be used to guide internal conversations around customer health. If you have regular check-ins with your manager or team to share customer health updates, you can use a Performance Report to show not only the data, but also to demonstrate how you’re leveraging it to communicate and build value with your customers.
Lastly, Performance Reports can be used to test out new insights before product and engineering teams spend valuable time and resources to build them into an in-product dashboard. Add the insight to your Performance Report, and see how it resonates with customers in the field. If a certain metric is really compelling, let the product team know so it can be prioritized on the roadmap.
A Performance Report generally centers around product usage, but every metric shared in it should be tied back to something that your customer cares about.
Did using your product lead to more time savings for your customer’s team? Did it allow them to increase their revenue or create more efficiencies?
Being customer-centric like this, as opposed to product-centric, can help demonstrate to your client the value of your product in a more impactful and personal way that ultimately builds credibility and trust.
Another way to build credibility in a Performance Report is by comparing your customer’s usage to that of their competitors.
Are they spending less time in the product than other companies similar to them? Or maybe other similar companies are benefiting from using different, more advanced features that your customer isn’t currently leveraging.
This side-by-side comparison is a really simple way to illustrate the value that your customer is currently seeing with your product, while also giving them specific ideas on how to grow that value.
A Performance Report is a simple way to show customers the value they are getting from your product (based in data), and empower them to grow their investment in your product.