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As a customer success manager, you may spend a lot of time creating reports and presentations for customers in order to reinforce the value of your product. Not only do you have to build out the presentations, but you must also dig through data to pull key KPIs and insights to share with customers. Oftentimes, there’s a wealth of data to pull from, and it can be challenging to sift through all the noise and build a narrative that resonates. Since this process can be tedious, it’s important to have a repeatable framework or template that you can follow each time you create a customer-facing presentation.
In order to build presentations that resonate with customers, it’s important to ask yourself: Which data points do your customers actually care about, and how can you deliver the most valuable information possible at each touchpoint?
Before you begin, make sure you know each customer’s unique goals so you can tailor your presentation or reports accordingly. Be sure to reiterate the customer’s previously specified objectives so they feel heard and understood. Showing your customers that you’re invested in their goals will build trust and credibility.
Share usage metrics to highlight who is taking advantage of the product. Include how many people in the company are logging in, how often they are using the product, who the top users are, and if there are specific teams or segments of the company using the product more than others. By sharing usage data, you can provide recommendations for greater adoption.
Highlight the parts of the product that are being taken advantage of, including the top features being used. You can also touch on underutilized features, since customers want to know if they are using a product to its full capacity.
These metrics highlight the value the customer is getting from the product. How to measure ROI will depend on the customer and their objectives. Examples include money earned or time saved thanks to your product.
Your customer most likely will want to know how their own progress has evolved since using your product, so be prepared to share data that shows progress toward the goals they’ve shared with you. In addition, it can also be impactful to provide benchmarking data that shows how the customer stacks up with industry peers or competitors.
To learn more about the essential steps that every CSM should take when building presentations and reports for customers, check out our eBook, How to Create Data-Driven Content for Customers.