Many Australian SMEs are sitting on a goldmine of information – usage data from their customers. This isn’t just about knowing *who* your customers are, but *how* they’re using your product or service. Cleverly analysing this data can reveal significant upsell opportunities, boosting revenue without necessarily acquiring new customers. It’s a far more cost-effective growth strategy than constantly chasing new leads.

So, how do we identify these opportunities? It’s about looking for patterns and behaviours. Here are a few key areas to focus on:

• Feature Adoption: Are customers using only a small portion of the features available to them? This is a classic upsell signal. We can target these users with tailored communications highlighting the benefits of the features they’re missing, perhaps offering a short training session or a limited-time discount on an upgraded plan that includes those features.
• Usage Thresholds: Does usage spike at certain points? For example, if a customer consistently reaches the storage limit on their current plan, it’s a clear indication they need to upgrade. Automated emails triggered by these thresholds can proactively offer a higher-tier plan.
• Frequency of Use: Customers who use your product or service frequently are more engaged and therefore more likely to benefit from additional features or services. We can identify these ‘power users’ and offer them premium support, exclusive content, or access to beta programs.
• Segment-Specific Behaviour: Different customer segments will have different usage patterns. Analysing data by segment allows us to identify upsell opportunities tailored to their specific needs. For instance, a segment using a core feature heavily might be ideal candidates for an add-on that complements it.

The tools to do this are becoming increasingly accessible. Many CRM and marketing automation platforms now offer built-in analytics capabilities. Even simple spreadsheet analysis can reveal valuable insights if you know what to look for. The key is to move beyond basic reporting and focus on behavioural analysis – understanding *why* customers are using your product in the way they are.

Don’t let your usage data gather dust. Start by identifying one key metric – perhaps feature adoption – and focus on analysing that. From there, we can build a more comprehensive understanding of your customers’ needs and unlock significant upsell potential, setting you up for continued growth into 2026 and beyond. Your next step should be to schedule a data review with your team to pinpoint these initial opportunities.