The following six principles represent a methodology founded on the belief that the best way to retain customers is to reimagine the cancel experience. Companies could and should be doing more to meet the needs of customers in the moment. Yes, even if that moment is the point of cancel. By taking a systematic approach to retaining customers, SaaS and subscription companies can grow in a long-term, sustainable way.

1. Drive Retention
6 Tips to
in 2020 and Beyond

2. CEO & Co-founder
guy_marion
Guy Marion

3. Automated customer retentionfor
high-volume subscriptionbusiness
Why retention?
2019 State of Industry
6 steps to building a churn funnel
Summary
Agenda

4. Automated customer retentionfor
high-volume subscriptionbusiness
Source:
2017 Pacific Crest SaaS survey
forentrepreneurs.com/
2017-saas-survey-part-2/
2019 TECH IPOS:
CUSTOMER
RETENTION
IS
🔥

5. $42M
ARR lost
in 5
years…
due to high
churn, nearly 4X
the total ARR
reached by
ARR
MONTHS SINCE LAUNCH
0.5% Gross Churn (-3.5% Net)
1% Gross Churn (-2% Net)
2% Gross Churn (0% Net)
4% Gross Churn (3% Net)
$57M
$16M
$26M
$40M
The fastest growing companies
retain more

6. it isPLUS 7x
acquire
a customer
more expensive to
$ $ $ $ $ $ $
retain
a customer $
than to

7. Source: Survey of 332 subscription
CEOs, executives, and founders
State of
Retention

8. of companies
say customer
retention…
97%
97% yes
2.8% no
2019 State of Customer
Retention Survey
is a big win!

9. Percent of
companies that
feel retention is
prioritized
appropriately
68%
B2B
44%
B2C

10. of B2Cs offer
bundles
51%58%
of B2Bs test
discount offers
AND
Companies turn to discounts and deals to
retain customers

11. Churn Funnel
Six steps to building a

12. 1 Ditch your exit survey and
build a customer churn funnel

13. 2 Segment your customers
and personalize their
cancel experience
Identify

14. START
First value
(successful trial)
Grow value
(deployment)
Increase
Users Increase
Usage
Expand
Functionality
Churn
ChurnChurn
Customers cancel
throughout the
lifecycle…

15. Segment users by key dimensions
•Billing term
•Usage
•Age
•Revenue
•Plan/Product

16. Create loss aversion & celebrate past successes

17. 3 Understand categorically
why customers leave
Engage & Learn

18. Saveable churn Non-saveable churn
• Poor onboarding ⭐ ⭐ ⭐ • Needs or interests changed
• Misunderstood product ⭐ ⭐ • Poor performance or reliability
• Poor customer experience ⭐ ⭐ • Too complicated
• Pricing: not seeing value ⭐ ⭐ • Downsize or gone out of business
• New stakeholder or executive ⭐ ⭐
Customers are
influenceable 20%of customers cancel
for the wrong
reason

19. Systematically build churn intelligence

20. Align short-term product fixes, success
motions, and sales/marketing fit

21. 4 Test and evolve
tailored save offers
Engage & Learn

22. Pause your plan

23. Downgrade instead?

24. Name your price!

25. 5
Automate alerts and retention
workflow in your GTM stack
Retain Customers

26. Trial
signs up
Self-Service
Sales
Customer buys
Expand
Contract
Customer Support / Retention
Customer Data
Customer Success
Subscription MgmtCustomer Data Engagement
New
Instance
Save
Starts to
Cancel
Qualified
Unqualified
New
subscription
Subscription
terminated
Churn
data
Customer lifecycle tool stack

27. 6 The True North:
incremental revenue
Retain Customers

28. 3,573Identified
3,209
Canceled
Watch List
20%
80%
Test & evolve to grow your save rate
Saved
51%
364
49%
Engaged 714
Saved / Lost
10.1%
Saved

29. Optimize for cohort performance

30. Agend
a
Ditch your exit survey and build a
customer churn funnel
Segment your customers and
personalize their cancel experience
Understand why customers leave
Test and evolve tailored save offers
Automate alerts and retention
workflow in your GTM stack
Optimize for incremental revenue
Takeaways

31. Thank you!
brightbackIO
brightback.com

32. Let’s think about
Identify
at-risk accounts
Engage & Learn
with personalized
experiences
Retain customers
to drive incremental
revenue