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Case study  /  Software company, 20 people

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 weeksfrom first call to a working CRM
4customer groups, each with its own action
How it works
Product usageCustomer recordsJoined,per customerGetting startedReady to expandAt riskPower usersHow their use is changinggrowingfallingHow deeply they use itlightly → daily, in depthOne customer’s recordUsagedaily, 6 featuresConsumptionup 18%Seats12, three newChangea new team joinedReady to expandconclusionYou reviewExpansion offerReady to expandPower-user programmePower usersOnboarding nudgesGetting startedA check-in callAt risk+4%product consumptionin two months
Swipe to see all of it ›
An inputRuns on its ownA customer, sized by what they consumeA person decidesAn action
On every customer recordHow 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.

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. 01Usage 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. 02Four groups

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

  3. 03A person reviews

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

  4. 04An action for each group

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

  5. 05Product 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 directorSoftware company, 20 people

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