How to Build Stronger Connections through Customer Reporting
Customer reporting is one of the most under-appreciated touch-points that service and solution companies have. Whether it is a weekly status update or a performance dashboard, reporting can be an opportunity to demonstrate expertise and value. Unfortunately, it is often treated as the “dark matter of analytics” (It is everywhere, holding the data universe together, yet it manages to elude our attention and affection).
How can you take advantage of your reporting efforts? We’ve outlined five areas to focus on and where to go for inspiration.
(1) Clarify complex data
Good reporting does the editorial job of taking a lot of complex data and narrowing to the most important information. Like a news article, it provides an update that focuses on highlights and insights.
Learn from: Inverted Pyramid for journalism writing (below). This commonly-used structure for new articles prioritizes the overall message first, then provides additional content details to back it up.
Introduction to Journalism (siped.org/sybmm/introduction-to-journalism-answer-bank/)
(2) Highlight your value
Reporting is an opportunity for you to show how you or your solution deliver value to customers. The choice of metrics, progress to goals, and explanation of the results can clarify for your audience the impact you are having.
Learn from: The Value Proposition Canvas. As part of the larger Business Model Canvas, this simple framework emphasizes the need to speak to your customer’s pains and gains.
The Value Proposition Canvas https://www.shelfers.co.zw/the-customer-value-proposition-everything-you-need-to-know/
(3) Provide a frequent and friendly touch-point
Reporting is an excuse to connect. You want to stay top-of-mind with your customers, and data updates are an opportunity to stay in touch.
Learn from: email subject lines. Unfortunately, we are all bombarded by information into our inbox all the time. The effort to break-through requires some creativity.
Here are some tips, including use numbers or pose an intriguing question.
Campaign Monitor. https://www.campaignmonitor.com/
(4) Demonstrate your expertise on the subject
You want to think of your reporting as an opportunity to show what you know. You are both the expert on your data and what it means in the context of your solution. Therefore, reporting should be only about data, it should use your customer’s attention as a jumping off point to provide additional guidance.
Learn from: HowTo Videos are an example of experts conveying their knowledge in a short period of time. They explain what the viewer will get and take them through the learning process in a few steps. More HowTo video tips from Hubspot
(5) Encourage action
You want your reporting to change perspective and encourage action. Otherwise, what’s the point? You can design your reporting to step people through the data and show what they should do next.
Learn from: Marketing Calls-to-Action (CTA) are tested to capture attention, make a specific request, present a clear path, and motivate customers to click. Here’s a collection of good examples.
