When it comes to SaaS metrics, customer and revenue churn are some of the most impactful outcomes on your bottom line, valuations, and marketing and sales.
If you struggle with high SaaS churn rates at your SMB or Enterprise, it's important you analyze who's at risk of leaving, who has already left, and how you can prevent any further losses.Let's cover four areas you can lower your SaaS churn with questions to consider to help you make your churn prevention as helpful and impactful as possible.
Calling customers who are “at-risk” of churning is never an easy feat. Before conducting your phone call, it’s always important to have a set number of questions to ask over the phone in planning for a worst-case scenario – churn.
You’re looking to pinpoint where exactly it went wrong, so think about areas you’d consider such as Sales, Customer Service/Support, Product and Marketing.
Below are some examples of why your customers churn:
Now that we have the areas in mind, It’s now time to have a set number of questions ready in the bank, to help you gather useful information that will help you and the team uncover issues your customers are currently experiencing.
Below are just some examples conceptualized in relation to the four customer-facing segments:
Before conducting the phone call, it is strongly recommended to go through your Customer Relationship Management (CRM) software or spreadsheet, or wherever you’re currently saving all that precious data that is tied to that one customer. It is a great way to learn about your customers, providing a strategic advantage before the phone call. Look into things such as:
The aim of the game is to figure out why your customers aren’t happy with your service/software. Just like any call you’d make to a friend remain friendly, polite, empathetic and open-minded. Start with an opening line in asking how they’re doing. Then think about how you’re going to frame the question to your customer, for example:
I noticed that you haven't been using (XYZ) lately, do you need help in setting that up or require further training at all?
The response can either go two ways:
If the answer is 2, then it's an easy fix - set up a date and time to either conduct a training session over the phone or through a webinar. However, if the answer is 1, then it gets tricky. So, it’s time to bring out the big guns and get ready to ask those difficult questions you’ve framed.
Always end the call with an apology and an open invitation to use your services should their or your company's situation change in the future.