In a previous video, we talked about how Fitbit teaches you (almost) everything you need to know about Customer Success. In that video, we talked about the high-level concept of “Customer Fitness.” Beyond the conceptual-level, we can learn a lot about Customer Success from Fitbit’s core mechanic: taking steps.
While there are a lot of other activities you can track on your Fitbit, steps is the core. If you walk 10,000 steps per day, you’re generally going to be in good shape. As you can see from my screenshot, I kicked butt on my step goal on Saturday, but I’m going to need to do some serious stepping this afternoon to hit my goal.
The parallel for your business is: logins (a.k.a. daily activity). Logins is the core customer activity that drives your customer’s health. At Sparked, we’ve worked with many types of businessess over many years, and we can tell you conclusively that more frequent activity is a universally a good thing. There are a couple of edge-case exceptions, but boosting daily activity should be the primary objective for your Customer Success efforts. If you’re just getting your Customer Success efforts off the ground, start with boosting daily activity.
By framing customer fitness around daily activity, you’ll be able to discover many of the blockers that are preventing your customers from using your app more actively – just as the Fitbit frames personal fitness around stepping, which helps you figure out why you’re sitting on your butt all day long and how to buck that trend.
In fact, you can visualize daily activity just like you look at your steps in Fitbit. Here’s a graph from the Sparked CustomerFit™ product, which, as you can see, is very much inspired by personal fitness trackers. Using a graph like this, it’s easy to see (and to celebrate) your daily success. Don’t underestimate the motivational value to yourself and your team of celebrating your successes. Fitbit is built around daily motivation and your Customer Success efforts will benefit from it as well.
Now, there are a lot of ways that you might formulate your Customer Success strategy, but if you start with what we call the “Fitbit feature set,” or tracking and celebrating daily activity – you’ll be well on your way to a more fit customer base.