Traditionally, one of the first steps to designing a dashboarding or reporting solution is to determine what screen size to use as a basis for layout. Typically, the solution’s layout will be designed to look good on a “standard” laptop. The smaller screen resolution looks a bit small on large monitors, but at least the whole application fits on the page. But that can’t be the ultimate goal, right? The advance of responsive design allows for mobile devices to view the same content, but allows for the application to be scaled up to larger monitors as well. When creating responsive applications, it is important to keep in mind what device is being used to access the solution. This should determine how much and what kind of data to provide the end user.
Modern websites and applications must work well for both end users and developers; they need to keep users happily engaged on their preferred device while maintaining the sanity of developers working behind the scenes. Responsive Design is an approach to web development that caters to both groups. The idea is to present the same content regardless of the device type, but the layout “responds” to the device “asking” for the content. In the business intelligence world, it means a master app can be designed one time, then slightly reconfigured for each device with very little effort – no copy and no separate app. Users get an optimized experience that keeps them coming back.*
Responsive Design is gaining traction with many organizations today due to the rapidly growing number of people who depend on mobile devices for access to business information. Mobile users cite benefits like increased efficiency and productivity, improved communication, and streamlined business processes, and 85% of IT managers agree that mobile devices make their company more efficient. Getting on the Responsive Design bandwagon is the way to ensure that your business apps meet your employees’ needs while maximizing the use of your IT team’s time.
Whether you decide to responsively design your website or your business applications – and in many cases, internal business applications are websites, including web-based mobile BI apps for business intelligence dashboards and reports – here are some of the benefits of a Responsive Design approach for users and developers…
I’m wrapping up my series on customer analytics and their associated visualizations with a discussion of 3 more metrics you should track on your customer dashboards – customer lifetime value, accounts receivable, and bookings & backlog – and why these simple visualizations are effective because they extend the reach of data to more people in the organization.
Track Customer Lifetime Value with a Stacked Bar Chart
One of the most underutilized metrics is customer lifetime value (CLTV), which sits at the intersection of sales, marketing and finance. CLTV calculates the historic value of a customer over time and helps establish how much customer relationships are worth – and therefore how much money can be spent to acquire them.
It’s conventional wisdom that it costs more to acquire new customers than it does to maintain existing business. For many companies, customers become more profitable over time. It costs less to pick up the phone and sell additional licenses to an existing software customer than it does to fly a sales person to meet with a prospect for the first time. It costs less to run loyalty programs to keep customers happy than it does to sponsor a trade show to meet new prospects. But the costs of these programs, all of which are necessary for running a business, have to be taken into account when using the CLTV metric. Customer lifetime value shouldn’t be something that only finance teams look at. Sales and marketing professionals must use it to ensure that their acquisition program costs are in line with CLTV.
There are many ways to calculate customer lifetime value, but the simplest is…
In Part I of this series, I covered some of the key metrics and visualizations that contribute to a 360 degree view of your customers. Today let’s explore two more metrics that reveal insights about your customers’ relationship with your company, and the graphs that best explain the data.
Track Net Promoter Score with a Gauge or Bar Chart
At B2B companies especially, you’ll often need to call upon your customers to serve as references in order to close new business. Some CRM systems like Salesforce.com enable you to add checkboxes to indicate whether a particular customer will serve as a reference or not. It’s simple to run a report on that information, summarizing the number of checkboxes over the total number of customers, but visualizing a more robust metric on a dashboard keeps customer relationships top-of-mind with your marketing, sales, and customer support teams.
Many arcplan customers are going back to an old standby metric, the Net Promoter Score (NPS), which segments the percentage of customers who would recommend your products and services (“Promoters”), versus those who are satisfied but unenthusiastic (“Passives”) and those who aren’t happy and might go out of their way to voice negative opinions (“Detractors”). On a scale of 1-10 for the question “How likely would you be to recommend <<company>> to a colleague?”, Detractors are the people who choose 1-6, Passives choose 7-8, and Promoters choose 9 or 10:
The idea of having a 360 degree view of your customers is not a new one, but actually getting it is a real challenge in our world of silo’d data. Customer analytics give you a better understanding of your customers, and the ability to spot trends, identify opportunities to cross-sell, up-sell or simply target them more effectively, ultimately optimizing your customer relationships. But to get these insights in one place, like a dashboard, you need to integrate separate data from CRM, accounting, and customer support systems. Without a BI platform in place – one that integrates data from many sources like arcplan – it falls on you, the decision maker, to waste time assembling the pieces necessary to come up with a view of your customers from these different systems.
But if you are looking to utilize your business intelligence software for customer analytics, this series of articles will help you define the metrics you should be tracking as well as the visualizations that most effectively portray the data.
Graph Customer Growth with Bridge Charts
The most common way to track customer growth over time is by using a bar graph to show year over year comparison. A simple bar graph might show you that 2 years ago, you had 100 customers, last year you had 107 customers and this year you have 120 customers. Using arcplan’s linear regression formula, you expect to have 125 customers next year.
The numbers and the forecast look great, but the real story may be a little more shocking once you properly visualize it.