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Ep 11: Learning from Churn: How CSMs Can Become Investigative Journalists
Churn can be a painful event for any company, especially during hard economic times. Even when it happens, there is valuable information that we can learn from our former customers. It can drive decisions, understand customer motivations, and most importantly, it can prevent mistakes from reoccurring. That in itself is a reason to advocate for detailed churn analysis.
Churn expert Natasha Narayan, CEO and Co-Founder at IcebergIQ, helps companies do just that by providing unbiased feedback about customers and buyers to form Go To Market strategies, improve win and renewal rates, and make their customer experience better.
In this Game Changer podcast, Adam Joseph, discusses with Natasha what are the benefits of win/loss reporting and what themes companies should look for in churn interviews. She gives insights into why customers decide to leave long before you discover they are, how the CS experience impacts renewal decisions, and how going back to the basics of knowing the customer’s objectives are critical to the success of the relationship. Natasha especially emphasizes how companies need to look beyond the “reason code” for churn and dig deeper for the bigger picture.
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