Understanding the Customer Journey
Customer Journey shows the average metrics for each customer segment at specific milestones during their contract. It provides an overview to CSMs of the average customer lifecycle.
Use Customer Journey to analyse metrics given the context of other customers. This provides additional insight into what great looks like for customers beyond Hook’s Engagement Levels.
Take action at different contract stages if a customer is below or above average for important metrics (e.g. leading indicators for renewal). Compare product usage between segments to understand user activity for different customer types, and to help inform renewal conversations.
Hook uses data such as company size and ARR to calculate average metrics. This is personalised to your organisation. Customer Journey will show the average, below average and above average metrics for each contract stage across your customer base.
Customer Journey can be viewed by:
My customers, Team customers or All customers
Product for customers using Hook with multiple products
Contract stage
Contract stages are Onboarding, In Contract and Renewal. At Hook, Onboarding is defined as the first 30 days of their contact. Between day 30 and day 180, a customer is In Contract. Between day 180 and 335, a customer is in the Renewal stage. Renewal conversations are expected to begin 90 to 180 days before renewal.
Days since contract is based on the time of being a customer. This can be configured for your organisation if there are varying contract lengths (e.g. monthly instead of yearly contracts), and the contract stages are customisable.
Navigating Customer Journey
Watch the video below to understand how Customer Journey works.
Add or Remove Metrics from the Customer Journey Graph
Click + See more to view all available metrics.
Select the small circle next to the metric name to add it to the graph.
To remove the metric from the graph, deselect the small circle next to the metric name.
Tick the Select All checkbox to add all available metrics to the Customer Journey graph. Untick the checkbox to remove all metrics from the graph.
View Customer Journey by Different Segments
Click the Showing all customers within: All segments toggle
Choose a segment to filter by (e.g. SMB, Enterprise etc).
The graph will automatically update to show the average metric values for that segment.
See Below Average, Average and Above Average Metric Values for each Contract Stage
Select either the Onboarding, In Contract or Renewal section at the bottom of Customer Journey.
Click through the key metrics in the white box to see a table of below average, average and below average values for metrics.
❓ Frequently Asked Questions
Can I compare metrics for a single account against the average metrics for all customers?
Use benchmarks in the key metrics section on an account page to compare metrics to the average for a specific segment. Find out how to do this here.
What do the two vertical lines on the Customer Journey graph mean?
These lines separate the graph into contract stages. The first vertical line at day 30 marks the end of the Onboarding stage. The second vertical line at day 180 marks the end of the In Contract stage.