Situation
Proxxy’s client had built a strong business and a solid reputation for taking care of clients in the seven years it had been in business when we started working with them. The CEO, a successful salesperson and client advisor in the core business, was the epitome of a visionary and desired to improve and grow. To reach their potential, he wanted to make decisions more deliberately with data. However, while they had information, it wasn’t formatted for easy access. As a result, he was forced to make decisions and changes based on intuition and experience rather than data.
Solution
As questions and challenges arose, Proxxy started digging into the sales data in their CRM to look for answers. The first major question was about client retention. The belief was that retention was solid, but there was no way to measure it. The CEO committed to paying the customer service lead a bonus if they hit a specific percentage but then turned to Proxxy to determine the current level. We were able to assess retention from the past year, and this initial analysis opened the floodgates for further data-driven decision-making.
Next, we focused on connecting the dots between sales activity and target achievement. Many sales team members believed their efforts were consistent, yet their results varied. Proxxy uncovered the correlation between activity levels and goal achievement. Specific sales activity goals were set for each associate based on their past activity and results, and as they consistently hit their activity goals, they consistently achieved their sales targets. This was a key driven in the a culture shift toward data-driven decision making and goal achievement.
From there, Proxxy helped the client determine:
- Life Time Value (LTV), allowing them to better understand long-term revenue per customer.
- Customer tiers, identifying how loyalty improved as customer spend increased.
- Sales direction and goals, shifting focus toward cross-selling and targeting based on actual purchasing behaviors.
From here, the volume of questions to answer with data grew exponentially, leading to more and more growth. Proxxy helped the company use data to:
- Determine affordability for new hires.
- Forecast revenue for the next year.
- Identify needed service improvements.
- Evaluate the viability of acquiring another company.
Outcome
The company has experienced consistent growth every year that Proxxy has supported them. Revenue has grown 150% in five years, and the percentage of customers with only one of our client’s products has decreased by 30%, reinforcing the link between multiple product adoption and customer loyalty. Decision-making has evolved from high-level direction to using data to pinpoint specific service components for improvement. By embedding data-informed decision-making across all levels, the company has positioned itself for sustained success and continued expansion.
Data has become the driving force behind every decision—from the C-suite to the front line.
