What should B2B SaaS companies do to ensure the success of their customers and reduce churn?
I know this sounds overly simple, but the answer is:
- Measure it.
- Set goals to improve it.
- Pay people to improve it.
Too many start-ups don’t even know their CSAT and NPS. Too many start-ups don’t even visit their customers in person. Too many start-ups don’t know why their customers churned. Too many start-ups don’t proactively talk to their customers.
Set a core company-wide goal. That is a Top 3 goal for the company. Compensate your Customer Success team for hitting the goals specifically, and tie everyone’s overall company-wide success to hitting the goals, too.
Magic will happen.
You can’t turn a -5% a month churn rate company into +20% overnight, and maybe not, ever.
But you can improve/decrease churn 20% or more incredibly quickly if everyone makes it a key goal. And you can keep driving that goal up every quarter.