Running an Effective QBR

As a Customer Success Manager (CSM), your primary goal is to ensure that your customers are achieving their desired outcomes with your product or service. One of the most critical touchpoints for maintaining a strong relationship and proving your value is the Quarterly Business Review (QBR).

A QBR is a structured meeting held with your customer, typically every three months, to assess progress, review metrics, align on strategic goals, and foster a deeper relationship. It’s also a chance to identify any potential risks or upsell opportunities.

Here’s a step-by-step guide to running an effective QBR that drives real value for your customer and strengthens the partnership.

1. Set Clear Objectives for the QBR

Before you even schedule a meeting, make sure you have clear goals in mind. The purpose of the QBR is not just to report on metrics; it’s to drive action, uncover opportunities, and build trust. Keep these high-level objectives in mind:

Review progress toward the customer’s goals and outcomes.
Identify roadblocks or challenges that could hinder success.
Align on future objectives for the next quarter or year.
Demonstrate value and reinforce your commitment to their success.
Discuss opportunities for expansion or upselling if applicable.

2. Prepare Thoroughly with Data and Insights

QBRs are all about data-driven decision-making. The last thing you want is to show up unprepared or with incomplete information. Take the time to gather and analyze the following:

Customer health metrics: Are they meeting their KPIs? Is there any risk of churn?
Usage data: How actively is the customer using your product? Are they getting full value from all features?
Customer satisfaction (CSAT) or Net Promoter Score (NPS) scores: If applicable, what do these scores say about their experience?
Case studies or success stories: Use relevant examples to illustrate how similar companies are benefiting from your solution.
Challenges or issues: Address any complaints or barriers the customer might be facing.

Be prepared to not only present numbers but to also offer context and interpretation. Your customer needs to understand how these numbers relate to their business goals.

3. Involve Key Stakeholders

The QBR should involve more than just you and your customer’s primary contact. To make the most of this time, invite the key stakeholders from both sides:

From your team: Ensure the right people, such as a product expert or sales representative, are present to answer technical or strategic questions.
From the customer side: Involve decision-makers and influencers, such as department heads, executives, or project managers, to ensure the conversation is strategic and aligned with their broader business goals.

This creates a collaborative environment and increases the chances of meaningful outcomes. Additionally, the presence of decision-makers may provide an opportunity to discuss long-term plans, expansions, or renewals.

4. Structure the Meeting Around the Customer’s Goals

When it comes to structuring the QBR, make sure the conversation revolves around your customer’s objectives, not just product features or internal updates. Here’s an effective agenda to follow:

Welcome and introductions (if needed)
Review of last quarter’s goals — How did things go? What worked and what didn’t?
Progress update — A data-driven review of their usage, performance, and overall success with your product.
Identify any obstacles — Discuss any challenges or blockers that might be hindering success.
Solutions and recommendations — Offer actionable suggestions for overcoming obstacles or improving performance.
Customer feedback — Give your customer space to voice concerns, offer feedback, and suggest improvements.
Next steps and alignment on future goals — Set clear objectives for the upcoming quarter and agree on priorities.

Focus on aligning your customer’s business outcomes with the metrics you’re reviewing. For example, if they’ve been focused on improving customer retention, show how your solution is directly contributing to that goal, and discuss any areas for improvement.

5. Facilitate a Collaborative Discussion

A QBR should not be a one-way presentation. It’s an opportunity for dialogue, so be sure to engage your customer in the conversation. Ask open-ended questions like:

“What successes have you seen since we last spoke?”
“Are there any areas of the product or service that you feel could be improved?”
“What can we do to better support you in achieving your business goals?”

Encourage feedback and use it as a way to demonstrate your attentiveness to their needs. A QBR is about building trust, and listening carefully will go a long way in strengthening the relationship.

6. Highlight Achievements and Demonstrate Value

A great QBR goes beyond just reviewing metrics—it also demonstrates value. Share success stories and showcase the tangible results your customer has achieved using your product or service. For example:

“Since implementing our solution, you’ve seen a 20% increase in productivity.”
“Your customer satisfaction scores have increased by 15% over the past quarter.”

Make sure the value you present ties directly back to the customer’s original objectives and desired outcomes. This not only reinforces the value of your product but also helps deepen the relationship.

7. Discuss Risks and Areas for Improvement

QBRs also serve as an opportunity to uncover potential risks. Don’t shy away from addressing any issues head-on, such as:

Low product adoption or usage rates.
Concerns about performance or support.
Shifts in the customer’s business needs that could require changes in how they’re using your solution.

Be proactive in suggesting solutions and offering support. Acknowledging potential problems and offering guidance shows that you’re fully invested in your customer’s success.

8. Create a Clear Action Plan for the Next Quarter

Before the QBR concludes, ensure you leave with a clear, actionable plan for the next quarter. This plan should include:

Specific goals or outcomes that both you and the customer will work toward.
Actionable steps to achieve these goals, with assigned responsibilities.
Timelines for follow-up and regular check-ins.

Having a clear plan gives the customer confidence that they are on the right track and that you’re committed to helping them succeed.

9. Follow-Up with a Summary and Next Steps

Once the QBR is over, send a follow-up email summarizing the key points discussed, any agreed-upon actions, and the next steps. This helps solidify the action plan and serves as a reference for both parties.

You can also provide additional resources, such as guides or best practices, that align with their next steps. This reinforces the value you bring and ensures continued engagement until the next meeting.

Conclusion

An effective QBR is much more than a meeting to review numbers—it’s an opportunity to build stronger relationships, demonstrate the value of your product, and help your customers succeed. By preparing thoroughly, aligning with your customer’s goals, facilitating collaborative discussions, and creating actionable plans, you’ll not only foster long-term customer loyalty but also position yourself as an indispensable partner in their success.

With each QBR, you’re not just reviewing progress—you’re paving the way for a successful and enduring partnership.