Why It’s Year 3 When You Lose Your Customers
Customers bought because they thought their organizations needed this functionality, and so they wrote the checks for Year 1, and even Year 2. But the end-user usage just never appeared …
In SaaS, it actually takes until Year 3 for your customers to churn out from low engagement / low usage.
The reason is as follows:
- Year 1 – the enterprise buys, but often doesn’t even fully deploy until month 9+.
- Year 2 – renewal comes up, deployment only finally got going a few months ago. Engagement Metrics are terrible /nonexistant but (x) it’s already in the budget, and (y) what do you expect, we finally just deployed? It took us 9 months to get our act together and use the service. OK, just renew at last year’s price.
- Year 3 – hmmm. OK, finally, 15-18 months under our belt — and engagement / usage is still low. Should we renew? Meh. Well, if we do, let’s get a big price cut.
It’s not like Zynga, where you see the latest XXXVille usage trail off in a few months after launch, and the revenue comes to a grinding halt. Instead, from a revenue perspective at least, for enteprise SaaS with low engagement, it ‘s a long, slow steam railroad slowdown to zero revenue over 24+ months.
We also saw this at EchoSign, at least in small parts. Most of our larger enterprise customers deployed relatively quickly – the first 60 days. But some, most often due to internal manager changes (our purchase/champion quit, promoted, etc.), would never ever deploy at all in Year 1 despite all our attempts. Yet they would still renew for Year 2. And as long as we got them rolled and successful – we were good for the Year 3 renewal. If not, the customer would churn – but not until month 24.
So if a SaaS app is fast growing, often because there’s segment pull, and there’s a lot of churn in Year 3, it can take a long time to see it, as the numbers can be masked at first by all the new Year 1 and Year 2 deals. In other words, you just can’t tell unless you look at the engagement numbers, not just the churn numbers.