The need to drive continuous value and success for customers is accelerating the digitization of QBRs. As a result, Digital Business Reviews are rapidly finding adoption for audiences where traditional quarterly business reviews for stakeholders (QBRs) and their bosses (EBRs) don't meet the needs of businesses and their customers.
The digital equivalent of a QBR has several differences and commonalities with the traditional QBR. I'll discuss a select few here, and a table comparing the two is linked at the end of this blog post.
During a QBR, a CSM presents — strategic content like past quarter achievements, next-quarter goals, the action plan to achieve the outlined goals, and tactical content including support, feedback, and health trends — to an account as a whole.
However, digitally produced DBRs are presented to each user at an account and are highly relevant to each individual. Relevancy is significant because DBRs accommodate different users' specific needs, goals, and expectations. For example, a C-level exec may be interested in the difference between various lines of business. An operator may be drawn to the variation between the commercial and enterprise segments for a specific line of business. And finally, an individual contributor may find the comparisons between two cohorts or segments helpful.
Since Digital Business Reviews are scalable to each user, they provide directed value, increasing product stickiness and adoption. Further, you can provide 2-3 relevant recommendations to each user instead of overwhelming the account with numerous suggestions, many of them meaningless to several users.
Imagine the lift if you could provide QBRs to your low-paying segments or even the free users. Digitally produced DBRs are affordable, have a high ROI, and can be readily made available to all your account segments. In effect, they make it possible to provide value and success to non-CSM-led accounts that would not qualify for a traditional QBR.
Since we provide relevant recommendations to each user in a DBR, we can save a user significant time and increase their time-to-value and time-to-product-adoption.
CSMs put in a lot of work both before and after a QBR presentation.
Before the QBR, a CSM typically runs reports on 3-6 systems of record products, collects insights, puts them in a PowerPoint, Apple Keynote, or Google Sheets template. In addition, they collect data from CRMs, Customer Success platforms, Support Systems, Customer Satisfaction or Advocacy systems, Data warehouses, Product Analytics systems, and more.
After the QBR, a CSM typically enters up-sells, cross-sells, renewals, add-ons in CRM and CS platforms. They may also need to record additional items in various systems of record.
DBRs automate the repeatable work before, during, and after a business review.
In the case of a Digital Business Review, a Virtual CSM automates everything a CSM does before, during, and after a QBR.
So the amount of time a CSM would spend, i.e., three to eight hours, creating one QBR for one customer for one quarter, you can create DBRs for every customer account in a perpetual manner. And these are always up-to-date.
The dynamic nature of DBRs, the asynchronous consumption, high relevance for each user at your customer account, and the ability to bring the power of QBRs to every segment of your customer base make automatically generated DBRs powerful for both you and the users at your accounts.
Digital Business Review is used here loosely. CSMs have several conversations with customers during their journey from pre-boarding, onboarding, adoption, retention, renewals, expansion recommendations, advocacy, references, and more. All of them can be digitized for the long-tail.
A tabulated summary of the differences between a traditional Quarterly Business Review and an automated Digital Business Review is available here.
This blog post is by Dickey Singh, CEO and co-founder of cast.app, focused on scaling customer success and post-sales. Cast automated Virtual CSMs drive the same value as human CSMs, but for accounts without 1:1 dedicated CSMs. Cast.app sources data from CRM, CS, Feedback, Support, and related systems of record to generate video presentations that are meticulously explained by an automated virtual presenter. You can find the original post here.
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