---
title: Case study: product usage in the CRM, +4% in two months
description: A usage-based software company couldn’t see who used its product, or how. We put usage on every customer record, so each gets the right campaign.
url: https://www.streamlight.ai/case-studies/software-crm/
updated: 2026-10-23
---

# Product usage in the CRM, so every customer gets the right campaign.

A usage-based software company couldn’t see who used its product, or how. We built a CRM that puts usage and consumption on every customer record, places every customer in one of four groups, and gives each group what it needs.

**+4%** product consumption in two months

**6 weeks** from first call to a working CRM

**4** customer groups, each with its own action

How it works

An input Runs on its own A customer, sized by what they consume A person decides An action

**On every customer record** How deeply they use it (across) How their use is changing (up) What they consume (size) How many seats

We join what customers do in the product with who they are in the CRM, into one record per customer: how deeply they use it, how that’s changing, what they consume and how many seats they have. From that, every customer is placed in a group, and each group gets a conclusion: getting started, ready to expand, power users or at risk. A person reviews, and each group gets what it needs: onboarding nudges, an expansion offer, a power-user programme or a check-in call. Product consumption rose about 4% in two months.

Business

Usage-based software, selling to consumers and businesses

What we built

A CRM built around product usage

Connected to

The product’s usage and consumption data

Timeline

6 weeks, improved since

Status

Running

[Get your free prototype ›](https://www.streamlight.ai/book/) [or see it run in the console ›](https://www.streamlight.ai/#tour=other)

The problem

The company sells to consumers and businesses, and charges by usage. What customers did in the product lived in one place; who they were lived in another. Nobody could see consumption per customer, or the behaviour that leads to it, so campaigns went to everyone and achieved little.

What we built

1.  01 **Usage on every record**

    How deeply each customer uses the product, how that’s changing, what they consume and how many seats they have, on their page.

2.  02 **Four groups**

    Every customer placed in one: getting started, ready to expand, power users or at risk.

3.  03 **A person reviews**

    Someone on the team looks over each group before anything goes out.

4.  04 **An action for each group**

    Onboarding nudges, an expansion offer, a power-user programme or a check-in call.

5.  05 **Product feedback**

    The same view shows the product team what its heaviest users actually do.

How long it took

Six weeks from the first call to a CRM the team used every day. They’ve asked for improvements since, and we keep adding them.

What changed

Every customer now gets what their group needs, which they couldn’t do before. Product consumption rose about 4% in the first two months. (As reported by the client; other changes in that time may also have contributed.)

> Streamlight reworked our operations from the processes up and built several internal tools around them. The time it saved our team was significant, and it was a pleasure throughout.

**Ops director** Software company, 20 people

[Next case study Research, ideas and drafts for every client, every week. Content studio, 26 people ›](https://www.streamlight.ai/case-studies/software-crm/#content)

Described by category at the client’s request; figures as reported by the client.