Rethinking the Quarterly Business Review: A More Customer-Centric Approach

The Quarterly Business Review (QBR) has long been a cornerstone of customer success (CS) teams. However, is a one-size-fits-all, quarterly cadence the best way to ensure happy and engaged customers in today's dynamic business landscape?

While QBRs offer a valuable framework for reviewing progress and aligning goals, a rigid, mandatory schedule can miss the mark. Here's why we should consider a more customer-centric approach:

One Size Doesn't Fit All:

• Frequency: A study by SuccessFactors found that only 38% of customers prefer quarterly reviews [Source: SuccessFactors "State of Customer Success 2018"]. Some customers may thrive with more frequent touchpoints, while others might find them disruptive.
• Format: Not everyone enjoys in-person meetings. An asynchronous review via a collaborative document or video presentation can be just as effective for some customers, reducing scheduling friction and allowing for deeper reflection.

Focus on Value, Not Just Reviews:

• Customer Needs First: The core objective should be understanding the customer's current challenges and future goals. A rigid QBR format can overshadow these crucial discussions.
• Relationship Building: Genuine connections are fostered through open communication and a willingness to adapt to the customer's needs. A mandated QBR can feel transactional and impersonal.

The Future of Customer Success: A More Flexible Approach

Instead of a rigid QBR schedule, consider a customer-centric communication strategy. This involves:

• Regular check-ins: Tailor the frequency to individual customer needs.
• Multiple touchpoints: Utilize a mix of in-person meetings, emails, phone calls, and asynchronous reviews.
• Focus on outcomes: Prioritize discussions about the customer's business goals and how your product or service is helping them achieve them.

By prioritizing flexibility and focusing on value delivery, customer success teams can build stronger relationships and ultimately drive higher customer retention.

What are your thoughts? Share your experiences with QBRs in the comments!

Let's move the conversation beyond the QBR and towards a more customer-centric approach to customer success!