OKR Examples

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Customer Success

OKRs for Customer Success Teams

Focus

Acquisition
Activation
Retention
Referral
Revenue

Key Questions

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Which channel(s) do we want to focus on this quarter?

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Do we need to improve our relationship with Sales/Growth/Product?

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Do we need to optimize costs in some areas?

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How can we mix big bets with low-hanging fruits?

A Customer Success team looks after your users' well-being and makes sure that every interaction with your business is a positive one.

Their work starts at the Activation stage of the AARRR funnel. They help people who have signed up to get up & running quickly, and they follow on through the Retention stage to support your customers and make sure that their needs are met.

Example of Customer Success OKRs

You'll find below an example built around a fictitious company. Your OKRs should move from quarter to quarter and map to your company's reality – that's why we thought it's best to illustrate things as a case study that you can take inspiration from.

Scenario

Askawoof is a startup building a platform to help companies run customer satisfaction surveys. Their Customer Experience team decides to focus their effort on the first 14 days of a user's journey to build a state of the art onboarding experience.

General advice

Objectives should be clear and concise. Ideally, you want to avoid using metrics and reduce the use of acronyms. Your Objectives should be easy to understand by anyone in your org (and probably outsiders too).

On the other hand, you can make Key Results very specific and tailored for your function. Objectives give a sense of direction, and KRs will help you measure progress.

Their OKRs

Objective

Make responsiveness a priority for new users

Key result

Stay above a rating of 4 stars for all customer feedback on support calls

Key result

Decrease First Reply Time from 6h to 20 minutes

Objective

Reduce activation churn with high-touch onboarding

Key result

Increase engagement with onboarding drip from 10% to 20%

Key result

Improve survey scores from 3.2 to 4.1 for personalized onboarding calls

Objective

Leverage positive feedback to build brand authority

Key result

Gain 40 public reviews with 4+ stars across all platforms

Key result

Publish 10 customer case studies

Best practices for tracking OKRs

#1 Make it part of the team rituals

OKRs won't be of much help if you're not keeping an eye on them. Staying focused and aligned starts by adopting a simple routine with the team.

  • Monday: review progress on OKRs as a team, then look at your roadmap.
  • Monday-Friday: work on projects.
  • Friday: demos.

Start your Monday by looking at outcomes first (OKRs) and then outputs (roadmap). This will make sure that roadmaps discussions are centered around the most pressing issues.

#2 Make sure everyone can see trends

A common mistake for tracking OKRs is to use a table where you replace values in cells with the most recent update.

Not seeing trends can give you a false sense of security. You may be above the target line today, but the overall trend might be going the wrong way. So make sure that you have a simple way to understand if you're getting off track.

A simple progress chart can do wonders to help you understand if you're getting off track.

#3 Automate your OKRs process

OKRs will most likely cause friction as you expand their use within your organization:

  • Team leads have to send reminders every week.
  • People have to scramble through spreadsheets to find their goals.
  • Reports need to be handcrafted for leadership.
  • There's a general lack of consistency in implementation.

You can greatly simplify things by adopting a platform like Tability that will automate most of the OKRs tracking and make progress easy to see.

Tability can help you automate OKRs
Turning OKRs into a collaboration process with Tability

What other Customer Success metrics can you use?

If you’re looking for some inspiration, here are some example of metrics that can be relevant for your Key Results.

Metrics related to Activation

Activation rate

How many evaluators turn into active users?

Onboarding churn

The opposite of activation. How many evaluators drop during the onboarding sequence?

Engagement

How people interact with your product.

Satisfaction survey scores

Results of surveys sent after the onboarding sequence is completed.

Metrics related to Retention

Retention rate

Percentage of users that keep returning to your product after a certain number of days/weeks/month.

Contact rate

Number of customer inquiries occurring in a given time period.

Average resolution time

Average time that it takes to resolve customer inquiries.

NPS / Support NPS

Net Promoter Score (NPS) is a metric used to measure the loyalty of customers to a company.

App ratings

Public ratings of your app or product (in marketplaces, review websites, etc).