Feedback: Your Hidden Power To Proactively Kill SaaS Churn - Deepstash
Ultimate Guide to Reducing Churn

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How to analyze churn data and make data-driven decisions

The importance of customer feedback

How to improve customer experience

Ultimate Guide to Reducing Churn

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The Criticality Of Customer Feedback

  • Gathering feedback is one of the most powerful, yet often underutilized tools to reduce your customer churn.
  • The best way to gauge customer satisfaction is to gather feedback directly from your user base. 
  • If you don’t regularly seek customer feedback, you won’t understand what you’re doing well, and what you need to improve. 
  • Ultimately, reducing churn stems from how well you can understand and solve your customers' problems.

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Why Customer Feedback Is Crucial: Discover Causes of Churn

If you connect with customers at the point of cancellation, using a short survey and open-ended questions, you can hone in on why they churned. 

If you run these surveys for every churning customer, you’ll start to see patterns emerge. You’ll begin uncovering insights for the following key questions. 

  • What are the main reasons for churn?
  • Do churn reasons correlate with any customer persona? If so, how?
  • What can be improved to reduce churn (product, support, messaging, etc)?

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Why Customer Feedback Is Crucial: Proactively Address Future Churn

In any business, there are always shortcomings and areas for improvement. If SaaS leaders choose to ignore this and don’t listen to the voice of the customer they serve, they’re likely ignoring the problems that their customers are experiencing. These issues can continue to manifest and increase your churn until it’s been identified and rectified. 

You can run a variety of data analyses to identify where you are losing customers, but that will not tell you why they are leaving. You can only get that by checking in with customers regularly, particularly after they churn.

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Why Customer Feedback Is Crucial: Improve Customer Sentiment

The very process of asking people their opinions can induce them to form judgments that otherwise wouldn’t occur to them.

These so-called measurement-induced judgments can influence later behavior of a customer, as it positively impacts their perception about the company.

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Tactics For Applying Feedback to Churn: Who To Ask

Feedback insights based on customer segmentation offer unique perspectives:

  • Recently Churned Customers
  • High Lifetime Value Customers
  • High Engaged Customers
  • Disengaged Customers

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When To Gather Feedback

  • During Customer Onboarding
  • During the offboarding process, when customers decide to churn.
  • Inside the app, while the customer is using the product.
  • A quarterly check-in.

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Taking Action: What To Do With Feedback

  1. Start reactivation campaigns after making notable improvements using the feedback.
  2. Start upselling and cross selling campaigns.
  3. Build a more informed help center.

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CURATED BY

karlabro

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