You can’t make everyone happy, and if you target the wrong customers it will have an adverse effect on your customer churn rate.
These are some survey questions you need answers to, to create your ideal buyer persona, and prevent customer churn:
Which sector do they work in?
What’s their company size?
What’s their job title?
How’s their performance measured?
To name a few.
Look at the historical data, and identify your most satisfied customers – those who stay with you the longest.
What do they have in common?
Also, remember to share this information with your sales team (if you have one), because
“If a salesperson has not been explicitly telling the characteristics of a bad fit customer, why they’re a bad fit, and what the negative consequences of doing business with that customer are, the fact that there is a possibility they might not be a great fit isn’t reason enough for the salesperson to give up that sale, miss their numbers, and take home less pay”- Lincoln Murphy
2. Discover Churn Reasons
Customer churn is always the part of the business, even to the best companies.
But what differentiates good companies from the bad ones is that the former always try to understand churn reasons are so they can prevent it from occurring again in the future.
If some customers decide to leave you, at least you can is ask them why. You can always do it by sending them a customer churn survey asking why they’ve decided to leave and what you could do to improve.
The price of not identifying your churn reasons is high, so make sure you know why attrition happens. Make a note of it in your CRM, so your entire team has access to it.
3. Try to Spot Red Flags
Another tactic for churn prevention is identifying the leading indicators of churn. This will help you react more quickly to any issues that your customers are facing, and resolve them before they decide to leave. Some of the red flags might include:
5. Create an Exceptional Customer Onboarding Process
First impressions count, they really do. And you can only make a first impression once, so better make sure it’s a damn good one.
Your customers will only use your product if they see a value in it and know how to use it, and that’s what the onboarding process is for.
People get easily discouraged, so if you leave your customers alone, they might get confused, learning how to use your product will take them longer, and they might eventually give up if they see no success.
Things to consider as part of your onboarding process:
A welcome email - Here’s a good example from Zapier.
Educational emails – to show them how to use the most important features and keep them engaged
Celebratory emails – it’s important to celebrate successes and reaching key milestones
Interactive walkthroughs – to show your customers how to get value from your product
A knowledge base – including articles with answers to the most common problems so your customer can access them whenever they need to.
6. Ask for Customer Feedback Regularly and Act on It
Don’t wait for bad things to happen, ask for customer feedback regularly, and respond to it promptly.
Do you have new customers, who just completed your onboarding process? Ask them what they think about it.
NET PROMOTER, NPS, AND THE NPS-RELATED EMOTICONS ARE REGISTERED U.S. TRADEMARKS, AND NET PROMOTER SCORE AND NET PROMOTER SYSTEM ARE SERVICE MARKS, OF BAIN & COMPANY, INC., SATMETRIX SYSTEMS, INC. AND FRED REICHHELD.