How to Build a Customer Health Score in HubSpot
How to Build a Customer Health Score in HubSpot
Assessing the health of your customer relationships is fundamental to Customer Success.
It provides insights into customer satisfaction, product engagement, and the overall well-being of your accounts.
HubSpot is one of the leading CRM platforms in the industry.
And it can help you customize health scoring to fit your specific requirements.
Here's a simple guide to creating a successful health score system in HubSpot in just 5 easy steps:
What Are Health Scores?
First, let’s review the basics.
A health score is a metric that reflects the vitality of a customer account.
It’s based on different data points such as:
product usage,
communication frequency,
support ticket volume,
and customer sentiment.
Using these scores can help you identify accounts that need attention. And this, in return, helps you prevent churn and drive growth.
How Complex Is It?
If you decide to implement a health scoring system, you might wonder:
Should it be complex with tons of data?
Or just simple and easy to handle?
A detailed system gives you more insights.
However, it will require significant time and resources to develop and maintain.
The best approach is to keep it simple at first—sacrificing some granularity for more agility.
Key Components of a Health Scoring System
Product Usage Score
This is about how often and how deeply customers interact with your product.
It focuses on the key elements of product engagement.
Support Score
This metric shows the level of issues a customer is facing.
It starts with a perfect score and then decreases with each open support ticket.
Communication Score
This is based on factors like:
Frequency: e.g. number of touchpoints per month
Responsiveness: reply rate, response time, etc.
Levels of communication: e.g. interactions with multiple stakeholders.
Sentiment Score
This one is more nuanced and gives you a qualitative measure of customer satisfaction.
It’s a combination of customer feedback and your perception.
Advocacy Score
Here, it’s about how great (or bad) a customer promotes your products or services.
The goal is to measure the impact of referrals and testimonials.
Implementing a Health Scoring System in HubSpot
Now that we covered the basics, let’s see how you can build a health scoring system in HubSpot in 5 easy steps:
Step 1: Set Up Custom Objects
In HubSpot, you need to…
