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Customer Heat Map Instructions

Table of Contents

Getting the most out of the report
Examples to watch for
Run report and filter settings
Save report settings
Erase filter set
Download report

Understand strength of relationships for specific accounts, related revenue, and sentiment

Why you need this report: to help identify the right sales/account-management plays for each account.

  • Review the strength of customer relationships through response rates and NPS (sentiment of the account)
  • Identify valuable accounts with low response rates, which may provide an early signal of churn potential
  • Non-responders are generally worse than detractors: engage the account teams to be able to identify and recruit the right contacts
  • Utilize filters to zoom in on specific accounts, waves, segments

Getting the most out of the report:

The Customer Heat Map report shows the “account footprint,” or the strength of relationships with the right people, in comparison with revenue and sentiment.

    1. X-axis (horizontal) = Account Value
    2. Y-axis (vertical) = Account Footprint
      1. Generally, accounts with larger footprint should have more contacts invited
      2. Note: For a more accurate understanding of engagement on behalf of those contacts impacting buying decisions, filter OUT the Day to Day users to show only Influencers and Decision Makers
    3. Circle Size = Response Rate
      1. Larger circles typically indicate higher engagement, as contacts took the time to provide feedback
      2. Higher engagement could be the product of “Active Recruiting” efforts led by your account managers to engage the right contacts and acquire feedback
    4. Circle Color = Account Sentiment
      1. Determined by the NPS for the account
      2. Green = Mostly positive sentiment (more promoters than passive or detractors)
      3. Red = Generally negative sentiment (more detractors than passive or promoters)
      4. Yellow = Neutral sentiment (detractors, passive, and promoters even each other out)
      5. Gray = Completely silent account (giant red flag as none of the contacts provided feedback to improve their own experience or share satisfaction)
  • Examples to watch for:


  • Large accounts with strong relationships could signal an “expansion” opportunity, while accounts with a small-footprint that are unhappy signal revenue at risk and likely need engagement
  • A small Red or Gray bubble in the upper right corner
    • This shows a very “thin” relationship with a customer that is very valuable to the firm: many contacts were invited, few (or none) responded, and those that might have responded are unhappy
    • These could represent revenue at risk
  • A large Green or Yellow bubble in the upper left corner
    • This shows a strong relationship (large number of contacts with high response rate and positive sentiment) with an account that is currently not spending as much as the other accounts included in your filters
    • These could be good cross-sell/up-sell opportunities

To run this report:

 1. Select your Settings & Filters*, including:

  1. Account Filters: by Accounts, Tier, Region, Sales Rep, Account Manager, Industry

  2. Contact Filters: by Contacts and Role
    • Note: All contacts by role are included in the report – to filter OUT Day to Day contacts, select Decision Makers and Influencers

  3. Questionnaire Filters: by Questionnaire, Wave OR Start/End Dates*

*NOTE: The filter names are part of a default set and may change during implementation to better suit your company’s needs.

*NOTE: We suggest using Campaigns (“Waves”) instead of Dates for accuracy in including all Non-Responders. Waves are time periods used for sending, managing, and analyzing feedback and assessing change in customer perception over time (similar to a marketing campaign)

2. Run the report by pressing . You can save these filter settings to use across other reports by clicking the button under the “Settings & Filters” heading.

You will see:

  1. Customer Heat Map: Each bubble displayed corresponds to an account:
    • Color-coded depending on the Net Promoter Score for the account
    • Size of the bubble corresponds to the response rate for the account
    • X-axis (horizontal) shows the value of the account
      • Accounts with more “spend” with your firm will show farther to the right
    • Y-axis (vertical) shows the footprint via the number of contacts that were invited from the account
      • Accounts with more invited contacts will appear higher on the axis
  1. Data Table: Accounts that were invited to participate, Account Managers, # of contacts invited, response rates, NPS score, and NPS band per account
  • By default the report is sorted alphabetically by Account Name
    • Click on the column names to sort results by highest/lowest Response Rate, NPS, etc. Click on the column header again to change the sort direction from Ascending to Descending. Clicking a third time will turn off sorting on that column.
    • You may sort by more than one column, for example, by Value first, and then Response Rate, second, by clicking each column name in the order desired.
    • Click on the Account Name to see the X-Ray report (in a new tab) for deeper insights into overall health of the account relationship.

3. To clear the filter set, make sure to do so by clicking on the  icon under the “Settings & Filters” heading.

4. To download your reports:

  • Customer Heat Map:
  1. Export as image by clicking on the icon  and “Export Image”
  2. Export as a PDF by clicking on the same icon and “Export PDF”
  • Data Table:
  1. Export as Excel file by clicking on the Export To Excel icon on the gray banner

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