What you can learn about Customer Success from Fitbit’s “drinking-water” goal

This is the third in our series about how the Fitbit teaches you (almost) everything you need to know about Customer Success.

Today, we’re going to talk about Fitbit’s secondary goals. Fitbit’s core mechanic is taking steps (which we talk about in another video), but there are a number of secondary goals you can track – all of which contribute to your overall health and fitness.

You can set goals around:

  • Sleep
  • Calories eaten
  • Active minutes per day
  • Various forms of exercise like biking and running
  • And even a goal for your daily water consumption

Some of these goals may be relevant to you and others not. You can see that I haven’t logged any water consumption – as it’s not a goal that is important to me.

For the purposes of your Customer Success efforts, you’ll want to set one or two core behavioral goals for your customers. These will be your primary success objectives, similar to the 10,000 steps a day goal in Fitbit. We recommend that you set your core Customer Success goals to: logging-in often and spending more.

Beyond your core goals, you’ll want to set a number of secondary goals all of which help you create a more fit customer base. Just as the water goal didn’t apply to me, some of these goals may be relevant only for a specific customer segment. For example:

  • A real estate service may have different feature-usage goals for its brokers and consumers
  • Or a b2b company with high value accounts, might have a specific content consumption goal just for decision makers or C-level users

Each of these secondary goals should aim to reinforce a known successful behavior for a particular customer segment.

Over the years, Sparked has looked at many datasets and interviewed numerous teams about their customer success efforts. Across the board, we’ve found that the teams that set up specific and measurable goals for their customers, are those that win.

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Ben started his career as Lead Engineer at a social software company, acquired by Student Advantage, and co-founded a company that built award-winning web sites for Nokia, The North Face, Sony Pictures, and Calvin Klein. In 2002, Ben became CTO of DFILM, a web and mobile company with clients such as Sam Adams, Hyundai, Old Navy, IBM, The Sierra Club, and Scion. Ben graduated from Stanford University with Honors, Distinction, and Phi Beta Kappa.

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