Customer Engagement

In the crowded world of digital products, knowing how your customers engage isn’t just nice to have—it’s critical. The Engagement Score gives you a clear lens into how deeply and frequently users interact with your product. But why does it matter? And how can it propel your business forward?

Why It Matters

Engagement isn’t just activity; it’s a signal of value.

• A high score means your users are hooked, finding real value, and coming back for more.

• A low score? That’s a red flag for churn.

Knowing this empowers your team to zero in on boosting engagement where it matters most.

How It’s Calculated

The Engagement Score boils down to two steps:

1. Raw Score
   Every user action is tracked, weighted, and summed up:
   Raw Score = ∑(Event Count × Event Weight)

   Example:

   • 3 new leads created (weight 9)

   • 5 meetings scheduled (weight 7)

   • 10 calls logged (weight 5)

   Raw Score = (3×9) + (5×7) + (10×5) = 112

2. Normalization
   Raw scores are scaled to a clean 1–100 range, with the 90th percentile pegged as the gold standard (100). An exponential function adds clarity, turning raw data into actionable insights.

Signals to Watch

• Healthy Accounts: A score of 85/100 shows users are thriving.

• At-Risk Accounts: A score of 20/100? Time to act fast.

Who Uses It and When

• Customer Success Teams: Spot low-engagement accounts before they churn.

• Product Managers: Find power users for feedback and testing.

• Sales Teams: Bring data to the table during renewals.

• Marketing Teams: Target highly engaged users for upsell campaigns.

Tracking engagement is just the beginning. To go deeper, focus on frequency metrics—they reveal not just who’s active but how often they’re coming back. Because in the end, consistent engagement is what drives growth.