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AcctTwo Blog

Customer Success: How Do We Measure It and How are We Doing?

As a reseller of Software-as-a-Service financial and ERP solutions as well as Business-Process-as-a-Service outsourced accounting, everything we do at AcctTwo requires us to be focused on the success of our customers because we have to win their business each and every year. We are actually obsessed with customer success. In any industry that has moved to a subscription model, you'll hear how important customer success has become. As an example, last year's Software CEO/CFO Outlook survey from SandHill revealed that customer success and customer satisfaction had become the most important initiatives across the Software and Technology sector. I predict that 2016's survey will reveal something very similar.

Thought leaders like Lincoln Murphy are evangelizing how crucial a focus on customer success and on measuring that success is to the future of any business. We're particularly fond of this tweet, where he simplifies customer success to focus on your customer's desired outcomes, and not your own.

The importance of customer success from @LincolnMurphy

How to Measure

So how do we measure customer success and customer satisfaction? We use the Net Promoter Score. According to Net Promoter Network:

"Net Promoter System is based on the fundamental perspective that every company's customers can be divided into three categories. "Promoters" are loyal enthusiasts who keep buying from a company and urge their friends to do the same. "Passives" are satisfied but unenthusiastic customers who can be easily wooed by the competition. And "detractors" are unhappy customers trapped in a bad relationship. Customers can be categorized based on their answer to the ultimate question."

Net Promoter Scores will fall in a range from -100 at the lowest to 100 at the highest, but they're based on the answer to one simple question: On a scale of 0 to 10, how likely are to you to recommend our company, products and services to a friend or colleague.

  • Scores of 9 or 10 are considered "Promoters."
  • 7 and 8 are considered "Passives."
  • 1 through 6 are called "Detractors."
To calculate your Net Promoter Score, you simply subtract the percentage of Detractors from the percentage of Promoters.

To give an idea of how companies tend to score, you can buy this Temkin Group report for 2015 (for about $500 bucks) that includes scores for 291 companies across 20 industries based on surveys of 10,000 U.S. consumers.  Thankfully, they've included some free highlights on their website:

At the top of the list:

  • USAA - 70
  • Mercedes-Benz - 62
  • Lexus - 62

And at the bottom:

  • Comcast
  • Time Warner
  • McDonald's

For some reason, they don't tell us what those lowest scores are, but a few internet searches indicate they were below 10, and possibly even in the negative 10-20 range.

How Are We Doing?

We sell and implement Sage Intacct's best-in-class on-demand ERP for customers all over the US and around the world. We also support those customers after they've moved to the Sage Intacct platform: solving support cases, providing consulting services, development and technical services, and building reports and dashboards. Our surveys are therefore held upon completion of the implementation, and we also periodically survey our customers after we've closed a support case for them.

Our surveys of more than 250 AcctTwo customers have us with the following NPS score results:

  • For Sage Intacct implementation projects, our Net Promoter Score is 59.
  • For ongoing Sage Intacct support, our Net Promoter Score is 80.
  • Overall across all implementations and support contracts, our Net Promoter Score is tied with USAA at 70.

This is indicative of the commitment that AcctTwo has made as a company to the success of our customers. The credit goes to our Professional Services team under the leadership of our CTO, Brett Michalson. We couldn't be prouder of these results, and we will strive to not only keep the scores up, but improve on them going forward. 

Topics: Net Promoter Score Customers