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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