Don't Wait For Them To Hit Cancel

How To Tell If Someone Is About To Leave

Churn is the worst thing in a SaaS organization, and waiting until the renewal period or for someone to say they are canceling their account, will leave you in a sticky situation. How can you see the red flags and intervene before it's too late?

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The Buyer's Journey Beyond The Sale

Just like there is a predictable path that you want to take a prospect through to becoming problem aware and considering your platform to solve their problem, post-sale, the buyer's journey doesn't end, if anything, this is when the real work starts.

From the way you onboard your customers onto your platform and assist them in gaining the value you promised in your marketing and sales presentations, there are also patterns to discover to understand what causes a customer to churn out.

Reverse Engineering Your Failures

They say you learn more from failure than you do from success. Most times success is when preparation meets luck, but in failure, you can analyze every step of where things went wrong.

Common patterns that you should be monitoring are how often someone logs into your platform and how long they spend on your platform.

The reason social media platforms are so sticky is that there are 4.76 billion social media users who on average spend 2 hours and 31 minutes daily on social media.

Talk about platform goals!

Understanding how often and how long your best customers login versus those who churned out can allow you to establish some red flags for your customer service teams to be alerted to assist problem accounts in seeing additional value and reasons to use your platform more often.

Another quick alert you can create is when you onboard your customers, taking the time to understand the actual outcomes they want when using your platform.

Then, every time your CSM meet them, iterate on how the needle is moving in their favor when using your platform, or if it's not, how you will assist them in adjusting to gain those wins.

So many platforms, when they close a deal, give their customers the keys to the kingdom and allow them free reign to do whatever they want.

Without a helpful guide, they'll login in a handful of times, potentially run into frustration and then wait to cancel the contract on renewal.

Make it clear how they are winning with your platform.

Setting Up Fail Safe Systems

A quick way to understand these frustrating points is by

• Installing FullStory to measure the engagements and data around your platform
• Installing Intercom will allow your CSM teams to engage directly with your customers to alleviate these issues as well as build in app cues to help new customers navigate and understand your platform
• Setting up a community and knowledge base using HelpScout for your customers to trade advice, industry insights, and platform documentation can provide additional value and ease of use on your platform

In simple terms, customers will churn out less frequently when making the experience on your platform easy to operate and helping them gain the value you promised quickly and as consistently as possible.

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