How to Use Intercom Data to Assess Customer Health

Intercom isn’t just another chat tool. Sales, marketing, and customer success teams leverage Intercom and its data to communicate with prospective and current customers.

Intercom offers three core features through which users can connect with customers:

  1. Chats and emails
  2. Messaging workflows
  3. Educational articles

How can businesses quantify the value of Intercom? Engaging with customers is valuable—but how much is it worth?

Understand Why Customers Churn

Even the best products or services still encounter times of low renewal. When this occurs, Intercom triggers cancellation alerts. So, what can you do once you get this cancellation alert?

First, schedule a sequence of emails encouraging customers to reconsider their decision. If their mind is made up, Intercom offers customer feedback forms so you can collect information on why customers are choosing not to renew.

For example, you may discover that customers are not renewing because of a new competitor in the market, or because there’s a low adoption rate within their company. Whatever the case may be, tracking these trends can help you get ahead of them and reduce churn.

Quantify Customer Health

Intercom allows you to export user profiles that include data around log-in frequency, location, and more. This data can help you assess the health of your customers—by “health,” we mean how satisfied they are with the tool, how likely they are to renew, and how strongly they feel about your company.

Customer health data allows you to flag at-risk customers before they churn. Here’s are some commonly used data points that can help you assess customer health:

  1. Session counts
  2. Customer loyalty
  3. Adoption of key product features
  4. Growth and/or upsells over time
  5. Previous NPS scores
  6. Number of times they have interacted with your company since purchase
  7. Positive or negative product feedback

To analyze customer data, select some or all of these predetermined identifiers from Intercom and export this data. Assign weights to each health factor and add up the totals to compute a “health score.” Then, create a report using Google Sheets, Excel, or Kloudio’s report builder to track any major changes or factors that may be affecting some scores.

Over to You

Customer churn is costly—as is customer acquisition. It’s in the best interest of you (and your customers) to keep them happy and renewing.

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.

You can do so with Intercom. It’s 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 but also Sales, Marketing, and Product. Want to retain and delight more customers with Intercom? Create a free Kloudio account today.

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