Churn Monster #1: Disengaged Customer
We are starting a new blog series on “Churn Monsters” (i.e. common churn risks your company might be facing). We will feature one new churn monster a month. In this series we will take a look at a life-like scenario involving that churn monster and give you a rundown of how that churn monster might be successfully defeated.
Sound good? OK let’s get started!
You are into the first year of working with your client, Debbie. She went through a successful on-boarding process. At that time she seemed interested and excited about getting your product up and running. It’s been three months since she completed the training program. You haven’t heard anything from Debbie in awhile, so you decide to reach out. You set up a check-in phone call. Debbie accepts the meeting request, but shows up a few minutes late. During the call Debbie seems pretty distant and from the sound of it hasn’t been actively using your product or made much progress. You are worried that things has taken an unexpected turn from where you thought Debbie would be at this point. What do you do?
Plan of Action:
While on the phone with Debbie you talk about a newer product feature that she hasn’t yet utilized that you think she might be interested in. And you’re right. This helps to peak her interest again. You set up a call for later that same week to walk her through the new feature and it’s benefits.
As soon as you get off the phone with Debbie you set up an automated alert to track her product usage. This way if her logins and usage start to trend downward you will be automatically alerted via email. This alert will allow you to proactively stay on top of things with Debbie and her account.
After your demo of the new product feature you take the liberty of putting together a project task list for Debbie to help encourage utilization and adoption of this feature and others that she could benefit from. You start with smaller and more attainable goals at first to help build her motivation and confidence back up. You also get more regular check-in calls set on the calendar to make sure you are offering yourself as a resource to help Debbie progress forward in her first year journey with your company.
It was a close call with loosing Debbie as a customer, but the good news is you were able to get her back on track and won’t find yourself surprised by this disengaged churn monster again!
Happy churn monster fighting!
Churn Monster Playbook: Your Definitive Guide to Fighting Customer Churn
In this playbook, we will catalog the twelve common monsters that attack customer retention. For each churn monster, we will give a description of what its churn risk looks like, so you can easily identify it within your customer accounts. We will also give you actionable tips to help you combat each churn monster, and insight into how ChurnZero can help.
Download this playbook now to learn how to fight customer churn.
Customer Success Around the Web
- Software Support Doesn’t Equal Customer Success – Ask if your customer service is actually leading to customer success.
- Average Logo Churn Rate Benchmarks – Take a look at the average logo churn across dimensions like company age and price point.
- How to Create an Exceptional B2B Customer Experience – Learn how to create an experience your customers will love.
Fighting Churn is a newsletter of inspiration, ideas and news on customer success, churn, renewal and other stuff and is curated by ChurnZero.