The Simple Truth About Churn

September 6, 2018 Mathilde Augustin

Everything always seems to start so right, from the initial sign off to adoption, you always think that this one’s the one, the one customer that will reciprocate all of the care and attention you’ve given them by becoming a forceful advocate.

And then.

Then. They churn.

Being Dumped By Your Customer (The Truth About Churn)

Below is a helpful list filled with insight from some of the industry's top professionals on dealing with churn. Hope this helps you get over your last customer heartbreak, and you can turn that churn rate - and frown, honestly - upside down.

First things first, what are we even talking about? In this very instructional post, Nils Vinje from Glide Consulting gives you a full rundown: basic churn, discretionary churn, MRR churn, negative churn, and all the things in between. Once you’ve got that straight, you can start thinking about 0% churn, and what that means.

If a customer can’t churn this month, should they be counted towards your churn rate?

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Lincoln Murphy dives right into the topic of churn, and what an acceptable churn rate should be, by asking this questions “Is 5% a good monthly SaaS Churn Rate?” Spoiler alert, it’s not. Great read for anyone looking for a better understanding of Churn and looking to adjust their trajectory in that area.

What this really means is that with 5% MONTHLY churn, the CEO who said “it’s fine” is running a company with a 46% annual churn rate!

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Enough with the theoretical stuff, in this post, Clement Vouillon analyses 4 SaaS benchmarks to see what they say about real churn figures. If you’re looking for real-life examples and concrete numbers, you might want to take a look.

 

Ok, this one isn’t really about churn, but it’s about break-ups. Things don’t always go as planned and sometimes your customer can become a bad fit for you and your company. In this post, Kristen Hayer helps you prepare for the dreadful phone call (no, texts and emails are not appropriate ways to dump your customer).

Do this in person or over the phone, be polite but clear, and be prepared to discuss next steps.

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The Best of Customer Success Today 

Ever fight over a misunderstanding? Or see people break up over poor communication? Then you know it’s not just about what you say, but how you say it. How to Support Customers Through Conversation via Typeform.

In order to create a positive experience throughout the customer lifecycle (and thus increase customer satisfaction metrics), it’s crucial for customer success teams to begin aligning themselves with customer marketing. Together, Customer Success Teams And Customer Marketing Can Create A Better Customer Experience via Influitive

 

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About the Author

Mathilde Augustin

Mathilde is the Manager of Digital Marketing at Amity. After moving from France to complete a degree in Political Science from McGill University, she made her way to Toronto in order to pursue her passion for Marketing and Tech.

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