Customer churn as an asset
How to turn customer churn into an asset.
There are two types of churn:
#1 You succeeded
Your user had a problem,
They solved the problem with you,
Mission complete.
#2 You failed them
Your user had a problem,
You lost them before it was solved,
Mission failed.
Here’s how to make them both an asset:
For the first kind, have your post-sale create brand champions, so they’ll share their success and invite others to try you too. Every ‘graduating’ user invites 1+ more.
For the second kind, have your post-sale stack wins and future-pace sales so they stay with you until the problem has been solved. Then they become the first kind.
DON’T focus on trying to lower churn.
DO focus on a post-sale experience so good that customer ‘graduations’ mean business growth.
Isn’t that better?