Why do Customers Churn? Nothing Changed.
People tell me all the time “I’m not sure why our customers churn out after a year; nothing’s changed.”
Are you sure about that?
Nothing’s changed on your end.
But your customers have evolved. They’ve grown. They’ve changed.
The way you interact with them — however — hasn’t kept pace with that change.
What’s appropriate for them today isn’t the same as it was a year ago. Maybe a month ago.
It’s up to you to stay on top of the evolving Appropriate Experience — or even Required Outcome — of your customers and deliver what’s necessary to ensure their success.
In fact, look at it this way: in order to ensure your customers are successful, their relationship with you must evolve and grow as they evolve and grow.
That’s Customer Success.
Your customers won’t be the same in a year as they are today.
Customers aren’t static.
If you don’t recognize this, you’ll lose your customers and then wonder why they left.
Because nothing changed.
Lincoln Murphy is a world-renowned Growth Architect, Consultant, Author, and Keynote Speaker. As founder of Sixteen Ventures — and previously leader of Customer Success Evangelism at Gainsight — he’s used Customer Success to drive growth across the entire customer lifecycle for more than 400 SaaS and enterprise software companies over the last decade.
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