Written by: Reb Comer
Reporting for Strategic Decision Making
Reporting is the ability to manage Key Metrics and health data to equip CS Leaders with the information they need for the health of the book of business, forecasting and team management.
CS reporting ensures that CS leaders have the insights they need to best manage team performance, progress on top and risky customers, and overall health of books of business. By analysing this data, CS leaders can effectively manage team resourcing and ensure the best coverage is available across the customer base. CS leaders can also track key KPIs and ensure CSMs are accountable for agreed actions. It also means targets can be monitored effectively and that intervention takes place on accounts where needed.
Top 3 Reports to Build in Hook
Customer Distribution
Top Accounts by ARR and Churn Risk
1:1 Reports to monitor Key Metric changes across CSM Book of Business
Customer Distribution
Get a visual snapshot of your book of business in Hook with the Customer Distribution panel.
Benefits of this Report
CS Leaders use this report for getting a quick snapshot of health.
This report is generally shared by CS Managers to leaders in the business to show a brief overview of health.
Compare overall health over a specific time period.
How to Build the Report:
Scroll to the bottom of the Overview page to find the Customer Distribution panel [hyperlink].
Select your own name on the Team Manager filter.
To look at a specific time period, select the Renews in filter and choose the relevant quarter.
Add any additional filters e.g. Segment, Region.
Deeper Analysis:
Click Compare Data to manage and review the overall health of distribution buckets over specific time periods.
Help with Troubleshooting:
Clear all filters first to ensure you see the desired results when adding filters.
Customer Distribution can default to a certain time period or apply a certain Team Manager filter. Check these are selected appropriately for accurate results.
Top Accounts by ARR and Churn Risk
Benefits of this Report
Review your book of business on a more granular level.
Narrow your focus and spend time on the right accounts
How to Build the Report:
Go to the Customers Table in Hook.
Use filters to narrow the focus of your book of business:
Apply a filter on Engagement to see Low and Very Low accounts
Sort the ARR column with the downward arrow, to see your highest ARR customers to the top of the report.
(Optional) Add a filter for a specific time period such as Renewal date in Q4 2024.
Customise columns displayed to show interesting data points. Example columns include:
CSM
Segment
Customer since date
Click Save as to revisit this report in future.
Deeper Analysis:
Drill down to users
Click on Drill Down to users on the Customers Table to view users and account information in the same report.
Add users and accounts to cadences
Click on the cadencing button to add users to a cadence after applying the relevant changes to the Customers Table.
Compare against
Review changes in data over a period of time: for example, changes in Engagement Level in the last 7 days.
Related Article: Customers Table: Reporting on Accounts and Engagement Levels
1:1 Reports to Monitor Key Metric Changes across CSM Book of Business
Benefits of this Report
Track changes in specific Key Metrics.
We recommend picking a focus as a CS Leadership group regarding the main product usage or engagement points that you want CSMs to drive forward.
Run campaigns, for example:
Last Meeting Date for an account cannot be more than 30 days ago.
Percentage of active users for an account does not drop below 10%.
How to Build the Report:
Go to the Customers Table in Hook.
Use filters to narrow the focus of your book of business:
Apply the CSM filter to each member of your team.
Save a report for each individual.
Tip: Consider using the following naming convention: Team Manager / CSM weekly metrics. E.g. Jane / Samantha weekly active users
Customise columns displayed to show interesting data points.
Click Save as to revisit this report in future.
Add additional metrics to the report:
Build up the report by adding important metrics you’d like to review for the quarter e.g. “% Active Users”.
Use Compare against to see the metric and overall health changes over time.