Topics discussed in this episode:
Keeping churned customers in the company biome
- During the cancellation process the team asks questions but is careful not to over do it. Customers can still keep their account and still get access to the free tools and white papers that are available. Kelly understands that a cancelled customer does not necessarily mean they are gone for good so they make it easy to return.
Figuring out what a successful customer looks like
- It isn’t always an easy task but replicating success is tantamount to reducing churn. When you examine your app and look for movement patterns it can become clear where your efforts should be doubled and even tripled. Successful customers make churn an afterthought.
The customer isn’t always right
- As Kelly says, the biggest mistake a product team or a company can make is allowing the customers to drive the bus when it comes to the roadmap. You have to reset yourself constantly and align to what the market fit is or the product fit is for the user that you're trying to solve the problems for. Low hanging fruit can be tempting but getting distracted by the things that there isn’t a market fit for can be deadly.
This is a ProfitWell Recur production—the first media network dedicated entirely to the SaaS and subscription space.