Good reporting provides valuable, real-time insights into your company’s profits, your team’s productivity, and specific areas that need improvement. For many contractors, the tough part is knowing which data to track and how to customize reports for best results.
In the next installation of the Back 2 Basics Webinar Series, Reporting 101, we break down everything you need to know about ServiceTitan Reporting with expert advice from Sena Sadeghi, Senior Manager of Customer Programs at ServiceTitan, and Brittany Burgess, Senior Customer Advocacy Specialist at ServiceTitan.
What you will learn:
Get a top-level recap on KPIs, including valuable info on what they are, how to track them, and why you should care.
Learn how to build custom reports for your own business from scratch.
Find out the right reports for different roles throughout your business.
What is a KPI?
To get the most out of ServiceTitan Reporting, whether starting with a pre-built report or customizing your own, you must first know what KPIs matter the most to your business. KPIs—key performance indicators—are the most important metrics to track for your specific shop. If you’re not sure, sit down with leadership to map out a KPI strategy, Burgess says.
“Think about the metrics that can help you identify areas of improvement, areas where you can grow, areas where you can keep your team accountable,” she explains. “It's important to figure out which ones are the most important to you because not every shop is going to track the same KPIs.”
Which KPIs should I track?
Some examples of KPIs might apply to service, replacement, or sales.
“For service, maybe you're looking at how much revenue they're bringing in per hour per day. Maybe it's based on gross margin, their close rate from tech-generated leads,” Burgess says.
Under replacement, you’ll find installation metrics. “Are they actually installing all of the things your team is selling? How much revenue are they bringing in per truck? Are they efficient in how they're operating?”
With sales, you want to know close rates, closed average sales, total sales, and especially options per opportunity.
“How many options are they providing to that customer?” Burgess asks. “Because if it's just one, we want to bump those numbers up, right? We want to make sure we're giving our customers options.”
As a company, important KPIs to track include total sales, total revenue, and other metrics that help you identify and solve problems before they become bigger issues, such as cancellation rates, average call time per CSR, and more.
“You want to sit down per person, per department, per company, and figure out all of the different ones that are going to arm you with all of the information you need to run your company well,” Burgess says.
Which reports should I use?
As for which ServiceTitan reports you should use, that really depends on your KPIs.
“So, you want to think, ‘What are the things that I expect of my people?’ Find the KPIs that support those actions and track them,” Burgess says. “You can track them, and you can also have your team track their own performance.”
To find all of the pre-built reports in ServiceTitan, just go into the reports tab in your ServiceTitan account. But if those aren't a good fit, you can create custom reports.
Burgess says pre-built reports that other shops have found helpful include:
KPIs by department and business unit—see each department’s performance, total revenue, or gross margin percentage by business unit.
KPIs per individual, such as techs or CSRs—see each employee’s performance, billable efficiency, or options per opportunity.
Year-over-year—see how you compare year-over-year with number of jobs completed, total revenue, and even canceled jobs.
Revenue and gross profit by job type—see total revenue by job type, recalls, warranties, and average service cycle for specific job types.
Sales report by salesperson—see how well techs close sales, including average close rates and options per opportunity.
TitanAdvisor Report—to fully understand your TitanAdvisor score, you can pull this report to see which features you’re not using, how many points you’ve earned, and how many points you haven’t earned yet.
Why is it important to understand your TitanAdvisor score? Because a higher TitanAdvisor score means you’re tapping into the full functionality of ServiceTitan software. In this instance, scheduling reports and creating custom reports can help raise your TitanAdvisor score.
“We found that all of the shops using TitanAdvisor that have a really high score are meeting their goals,” Burgess says. “They're very efficient. They're providing an excellent customer experience for their customers.”
Sadeghi says TitanAdvisor is customized and tailored to your business, and clearly defines which features you’re using or not using. One business might have a score of 100, but a similar business may have a score of 200 because they’ve adopted ServiceTitan Pro products or added a commercial division to their operations.
“Once you're in triple digits, once you're in 120 and above, you're doing well. The very top is right around 300 currently,” Sadeghi says. “I wouldn't say there's a ‘good’ TitanAdvisor score. It's just good for what your business is trying to accomplish.”
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Building and scheduling ServiceTitan reports
Next, Sadeghi runs through a live demonstration of:
Where to find KPIs for reports
How to create a custom report
How to schedule a report
An early look at ServiceTitan’s Reporting Library
How to download pre-built reports from TitanExchange
To watch the full webinar, click here. Below, we recap a few highlights from each section.
Where to find KPIs for reports
To help users identify their most important KPIs, ServiceTitan created a Reports KPI Matrix to show you which specific data sets to use. At the top, in pink bolded columns, you can find the actual data sets included inside these reports, then search for KPIs by keyword.
For instance, you might find CSR call times in the call data set, or performance pay in project job costing, or sold hours under estimates, invoicing, or equipment.
How to create a custom report
In the Reports tab, click on “Create Report” in the top right-hand corner. And remember, the Reports KPI Matrix with the matching data sets will soon be part of the Reporting Library, with AI included to help users match terminology in ServiceTitan.
First, you’ll choose a report type. Sadeghi says he typically selects “all,” so he can see all of the available report templates, which also match up to the data sets listed in the pink columns of the Reports KPI Matrix. For this example, Sadeghi creates a jobs report.
So, the report type is “all.” The report template is “jobs.” Then, you check off the fields you want to include in the report, such as customer’s name, job tags, like job number, job type, job campaign, and job total. You can also add dates for the job, category, invoicing, and more.
Next, you name the report, decide if you want to share the template with anyone, then save. You just created a custom report in ServiceTitan. Inside the report, you can rearrange, filter, sort, and group columns in various ways.
How to schedule a report
At the bottom of every report, you click on the little calendar icon to schedule the report, decide who needs to receive the report by email, and at what cadence they receive it. Users can schedule pre-built reports or custom reports.
Next, you’ll decide the report type. A simple report is emailed as is, and users have the option to email each recipient their individual data.
“Technician performance data” is an example of a simple report, Burgess says. “If you want them to just see their KPIs every day, so they know how they're doing, how they're tracking towards their goals, then you can do this so they're not seeing the whole team's information, just their own.”
A flexible report, on the other hand, creates a customized view of the report and emails the same data to all recipients. KPI tracking is a great example for a flexible report, or job status data or weekly sales to management.
“We want everyone to be looking at the same thing when we're talking about a flexible report,” Sadeghi says.
You can send reports by PDF or Excel files, or both. And you can filter who the report goes to by business unit, specific employees, teams, and managers. Next, you decide the day and time for sending the email report, then click the schedule button, and you’re set.
How to download pre-built reports from TitanExchange
Sadeghi says many people prefer not to start from scratch, and they just want to grab a pre-built report and pull it into their ServiceTitan account. With TitanExchange, now you can.
Go to your settings and start typing “exchange,” and TitanExchange will pop up with a link to the library section and the networks section. First, click networks and subscribe to the network that’s most relevant to your business (residential, commercial, or construction). Once you subscribe to the network (or networks), you’re in.
Next, go to the library to find a multitude of pre-built reports. To pull a report into your ServiceTitan account, click on it, then click the highlighted checkmark in the blue box. The report is automatically pulled into your account.
TitanExchange also offers a variety of dashboards for the more visual learner, Sadeghi says, such as the membership dashboard. And coming out in the next ServiceTitan release, the new Reporting Library will offer a searchable database with more information, deeper descriptions, and even calculations that show the formulas being used.
Access a few other resources from the webinar:
