Glossary

A current or previous customer of your organisation's product and/or services. An account has or had in the past at least one paying subscription.

A user with activity in the past 30 days.

Timely information about an account that is specific to your organisation. When using Hook with multiple products, alerts are associated to a specific product.

The total revenue associated with this account. This is calculated using the value of its active subscriptions. ARR is often shown in dollars, but this is configured during implementation as the currency used for your organisation's reporting. When using Hook with multiple products, there are separate ARR values for each product, and an overall ARR which totals ARR across all products.

The ability to compare Key Metrics for a single account with the average metric values of accounts in the same segment. Use the Show benchmark toggle in the Key Metrics section on the Account Page.

A system or software that helps your organisation manage interactions with customers and prospects, e.g. HubSpot, Salesforce. Hook uses CRM data to define subscriptions for accounts.

A field unique to your organisation. Custom fields can be created for Customers or Users. They can be configured to display in the Customer and User tables, as well as their respective pages on Hook.

The date when an account first became a customer. This is the start date of the earliest subscription for this account. When using Hook with multiple products, this is the earliest start date of subscriptions across all products for an account.

The customisable panel on the account page which displays fields specific to accounts. These can be configured in the Customer details settings. This is split by product if using Hook for multiple products.

An overview of the Engagement Levels, Suggested Actions and predicted renewal revenue across all accounts. This can be filtered by individual CSMs and by quarter, for example. It's found on the Overview page. When using Hook with multiple products, each Engagement Level section is split by product.

A reporting table that displays a list of accounts and their data. When using Hook with multiple products, the list can be filtered for individual products.

This is the main objective that is trying to be achieved for a Goal.

A score which combines Upsell Opportunity and Engagement Level, to understand how to maximise the potential of an account.

Hook's customer health score for accounts. A machine learning model uses product, subscription and user data to predict the likelihood for churn. An Engagement level can be Inactive, Very Low, Low, Medium, High or Very High. When using Hook with multiple products, there is separate Engagement Level for each product.

A line graph that shows the proportion of accounts with each Engagement Level, over time. This can be found on the Overview page.

Important data points on accounts. There are metrics for product usage, meetings and support ticket information. View Key Metrics on the Account Page and in the Customers Table.

A measurable objective for an account. A Goal consists of three components: Company Objective, Goals and Tasks. When using Hook with multiple products, each Goal must be associated with a single product.

A user with no user activity in the past 30 days.

A user who also exists as a CRM contact for any won deals.

A field in the Customers Table which shows the date a key stakeholder from this account last had a meeting with someone from your organisation. Key stakeholders are defined uniquely for your organisation, but often are Contacts in your CRM. Last meeting date is populated for organisations with an integration with video conferencing software e.g. Gong, Zoom etc.

The access granted to an account to use your organisation's product and/or services over a given period of time. Licenses are typically user or credit based. Licenses in Hook are calculated from information on account subscriptions.

A recommended action which, if taken, will have a positive influence on an account's likelihood to renew. These can be configured in Threshold tuning in Suggested Actions settings. Micro-actions differ from Suggested Actions as they will not move an account's Engagement Level up at least one level.

A machine learning model trained on your organisation's accounts, subscriptions (including renewal events) and product data history to predict the renewal likelihood of existing accounts.

Daily updates of product, CRM, meetings and other activity in your book of business. When using Hook with multiple products, alerts are associated to a specific product.

The typical spend at renewal if this customer does renew. Calculated by multiplying the current ARR by the typical percentage increase (or decrease) in spend by customers with the same Engagement Level. This is based on historic data from similar customers.

An active user in the top 10% of all user activity.

The overall Engagement Level for an account, including any impact a Risk may have on the score.

Renewal dates

The date(s) when the current subscription(s) for this account will be up for renewal. This is the end date of the current subscription(s). When using Hook with multiple products, there are separate Renewal dates fields for each product, and an overall Renewal dates field which includes renewal dates across products.

The point at which a customer can churn or renew when they reach the end of their contract.

The percentage likelihood that this customer will renew in full, based on typical customers in the past with the same Engagement Level All accounts with the same engagement level will have the same renewal likelihood.

Log relevant information about renewal likelihood that may not be available from data alone. Risks can be positive or negative. When using Hook with multiple products, each Risk must be associated to a single product.

The red status orb on a risk which shows that applying the risk to an account will override its Engagement Level.

A defined group of accounts categorised based on shared characteristics such as size or industry. Examples of segment include: Enterprise, Mid-market, SMB. Accounts are grouped by segment when using benchmarking for Key Metrics.

A recurring contractual agreement between your organisation and a customer to use your product and/or services in exchange for a monetary fee, typically on a monthly or annual basis. Subscriptions in Hook must have a start date, end date and a subscription value to be used in Hook's Engagement Level model.

An overview of current and past subscriptions for an account. It can be found at the top of Customer details on the Account Page. The subscription start date, end date, value and number of licenses are displayed. When using Hook with multiple products, Subscription history is split by product.

A suggestion generated by Hook that, if completed, would increase the Engagement Level for an account. For example, nudge 3 power users who recently became inactive. Suggested Actions are generated for accounts at risk.

Specific actions to be completed to achieve the Goal.

A Low or High score for an account which indicates the likelihood this account will be upsold. This is defined by whitespace opportunity and user behaviours, also known as leading indicators. When using Hook with multiple products, there is a separate Upsell Level for each product.

The predicted additional ARR value for upselling this account.

A user of your organisation's product. Each account will have associated users. These are not Hook users from your organisation, e.g. CSMs.

The type of user based on its activity. There are five user types in Hook: influencer, power, active, inactive and zombie user. A user may have more than one user type. For example, a user can be both an active user and a power user.

Unexplored opportunities for account growth based on number of employees and their current licenses. This informs Hook's Upsell Level.

A user with a license for the platform, but has never logged in (no history of user activity).