Determine Customer Value
I need a dashboard that helps me:
- Quickly understand the current status and recent trends of my key customer base metrics – churn rate, revenue per user, subscriber acquisition cost & total revenue
- Visualize the most important factors driving customer churn today and in recent history
- Compare the revenue I’m generating per user according to both geographical market and the user’s device type
We’ve used large clear numbers for the key customer metrics – and provided sparklines to illustrate trends in each metric at a glance.
This also provides for efficient use of space.
This ‘radar’ or ‘spider’ visual provides for clear communication of the relative importance of different churn factors, while laying a current year data set on top of last year’s metrics.
The proximity of each data point to the churn reason text is a quick indicator of where the viewer should be focusing.
This heat grid is an intuitive illustration of the dollar value of customers across different markets and device types.
In the final dashboard implementation, we’d recommend that a mouse hover by the user would indicate the precise dollar figure.