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Navigating Customer Success KPIs & Incentive Plans

Establishing success metrics within a business-client relationship is a fundamental yet challenging aspect of customer success. Every client defines success differently, considering the diverse tools and cross-industry teams involved. Continuously defining these metrics and delivering upon them is an ongoing process.

Even the most sophisticated and efficient customer success teams struggle to perform well when faced with loosely defined KPIs and incentive plans.

Understanding KPIs and Incentive plans

A Key Performance Indicator (KPI) is a metric used to assess and drive  the performance of a Customer Success Management (CSM) team. KPIs provide continuous focus, alignment and motivation to the team to work towards common and specific goals.  KPIs help you take data driven decisions on individual performance, change in strategy, resource allocation and Future goals etc.  

KPIs create a structured framework that enables teams to measure, manage, and optimize their performance. When used effectively, KPIs facilitate continuous growth, foster a culture of excellence, and drive teams towards achieving their goals.

 

Incentive Plans: The majority of CSM teams implement incentive plans tied to their KPIs. These plans can either serve as a remarkable motivator or present a significant challenge. A pivotal factor within incentive plans lies in the computation of incentives themselves. When the incentive calculation is straightforward, it keeps team members attentive and responsive whenever alterations occur in forecasts or Net Revenue Retention (NRR), as they can readily relate these changes to shifts in their incentive percentages. 

On the contrary, when the relevance or calculation behind these incentives eludes team comprehension, they may become detached from this aspect. This detachment renders them indifferent to incentive-driven performance. In such cases, their actions may or may not be influenced by incentives, thus not contributing significantly to performance outcomes.

 

Guidelines for Crafting KPIs

Quantitative Key Performance Indicators (KPIs) are metrics that can be measured with numerical values. They provide concrete, numerical data that is easy to quantify and compare. Quantitative KPIs are particularly useful because they offer clear insights into specific aspects of performance, allowing for objective evaluation and decision-making.

 

Examples of qualitative KPIs

  1. Customer Retention Rate: The percentage of customers retained over a specific period. 

  2. Net Promoter Score (NPS): A metric that measures customer satisfaction and loyalty based on survey responses. 

  3. Customer Churn Rate: The percentage of customers who have stopped using the product or service.

 

Qualitative Key Performance Indicators (KPIs) are metrics that measure aspects of performance that cannot be easily quantified with numerical values. These KPIs provide insights into subjective and non-numerical factors, often related to the quality of processes, interactions, and outcomes. While they are more challenging to measure than quantitative KPIs, they are essential for understanding the nuanced aspects of business performance.

 

Examples of qualitative KPIs

  1. Customer Feedback: Gathering qualitative insights from customer surveys, interviews, and reviews to understand their experiences. 

  2. Customer Stories: Compiling and sharing stories that highlight positive customer experiences and successful outcomes.

 

KPIs mirror a business's strategy, serving as the initial step toward success. Ensuring these KPIs align with business objectives is critical. 

Things to consider when creating KPIs 

  1. Alignment with Business Goals and Vision: It's crucial that Key Performance Indicators (KPIs) are intricately connected to the overarching business goals and vision. KPIs should serve as direct indicators of progress toward the company's broader objectives. When crafting KPIs, ensure they are not only relevant but also demonstrative of the specific outcomes the business aims to achieve.
     

  2. Clarity and Feasibility: Both quantitative and qualitative KPIs require understandable measures, such as target ranges, different parameters involved or survey categories.
     

  3. Achievability: KPIs should be realistic steps towards achieving business goals. Misaligned KPIs indicate improper business goal setting and gets your team demotivated and disengaged.
     

  4. Relevance: KPIs should resonate with daily tasks or core responsibilities of the team. Team members should recognize how their actions influence target achievement.
     

  5. Time Sensitivity: Time-sensitive KPIs allow you to measure progress over specific periods. By setting timeframes, you can assess how well you're tracking toward your goals within defined intervals, such as weekly, monthly, quarterly, or annually. Regular assessment of these KPIs helps you identify trends, patterns, and fluctuations in performance, enabling you to take corrective actions or capitalize on positive trends.

 

Things to consider when creating Incentive plans

  1. Number of KPIs to be included :  It's advisable not to base an incentive plan on more than 2 Key Performance Indicators (KPIs). For instance, consider incorporating NRR (Net Revenue Retention) and Engagement, each carrying a 50% weightage.
     

  2. Calculation : Incentive calculations should be easily understandable. If they're not straightforward, consider developing a dashboard using tools like Tableau or Excel. This dashboard can allow your team to modify values and labels, observing the resultant percentage changes in real-time. Also, consider holding a workshop once a year to help your team understand these calculations and record it for them to be able to revisit when required.
     

  3. Continuous tracking : When proper integration between financial and data analytics tools is lacking, some teams are compelled to wait until the end of the month, quarter, or even longer to gauge actual achievement percentages. This scenario leads to reduced motivation driven by the incentive plan.
     

Well-defined KPIs directly influence company performance, employee motivation, and the business vision. Properly set KPIs enhance operational efficiency and cultivate a better work culture.
 

Enhancing Personal KPI & Incentives Performance
 

As an individual contributor, proactively managing your KPIs requires intentional effort. While managers, leaders, and experts guide your KPI fulfillment, you should:
 

  1. Understand: Grasp the rationale, computation, and business impact of your KPIs. This understanding enhances your connection to their significance.  Businesses may have a dashboard showing your performance or incentive calculation but, try to understand the manual calculation and every step involved as well.
     

  2. Relevance: Ensure assigned KPIs are within your sphere of influence. Sometimes, interdependent KPIs require coordination among team members. In that case, a clear RACI matrix to understand your responsibilities is also required.
     

  3. Planning: Recognize multiple paths to success. Your grasp of KPI origins and impacts helps you strategize various ways to impact your metrics. For instance, while NRR is associated with retention, it also involves upsells and cross-sells. Hence, planning your upsell/cross-sell cycles, akin to Account Managers, is strategic.
     

  4. Forecast: Capability in forecasting outcomes serves you in two significant ways. Firstly, it validates your existing plans. Secondly, it equips you to adjust strategies effectively in case results deviate from expectations..
     

  5. Agility: Having alternative plans equips you to pivot if your current approach falters. Flexibility ensures your adaptability to changing circumstances.
     

  6. Track: Continuously monitor your performance, keeping an eye on both leading and lagging indicators. Refine strategies as needed to optimize your journey to success. Construct your own performance tracker using tools like Excel, and consider sharing it with the team for a healthy sense of competition.
     

Organizations invest significantly in data tracking and analysis tools, primarily to monitor KPIs at team and department levels. However, these very tools can also be harnessed to effectively track individual KPIs, given the right configuration. By conscientiously adhering to these guidelines, you can elevate your capacity to fulfill and surpass your personal KPIs. This, in turn, fosters personal development while simultaneously bolstering the collective triumphs of the team.  Our team of experts has spent years developing these strategies, and we're eager to offer our assistance. Feel free to get in touch with us for more information.

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