Customer disengagement (how to fix)
Customers disengage. If it hasn't happened to you, it will.
Customers sign-up for a trial but do not convert.
They convert but do not go through Onboarding.
They stop replying to or taking action on your emails (ghosting you).
They stop asking for help.
They stop telling you their goals.
Their usage of your product plateaus or starts to drop.
They downgrade at renewal (contraction).
Or they just churn.
Churn and contraction are lagging indicators.
Everything else on that list is something that you can spot and course-correct on to reengage customers.
But you have to know what you're looking for, and then you have to take appropriate action to reengage.
If you will simply accept that disengagement will happen, you can start monitoring for it, intervene, and keep it from becoming a problem
If it's already a problem, you take that list of typical areas of disengagement (above), see which ones apply to you (and think of others that aren't listed), sort them by the biggest impact they're having, and address them accordingly.
The most common reason for disengagement that I see is that the customer's goal and the actions we've asked them to take are misaligned.
Read that again... two or three times until it really sinks in.
Now that you're thinking about this the right way, you can go forth and reengage your customers.
But, if you feel like things are at a point where you need some help to reengage your customers, or you'd like to avoid large-scale disengagement altogether, we can help.
We have 3 spots available for our Customer Engagement service in April. See the BTW below for more info on the service.
Since not everyone is a good fit for this service, we're setting up interviews with those interested in working with us this week.
So, if you think you could use some help engaging (and reengaging) customers, find a time on my calendar and let's chat to see if you're a good fit for the service.
Talk soon!
~Lincoln
BTW: Our Customer Engagement service has three different levels, and when we chat we'll figure out which level of service is best for you (if any):
Coaching & Guidance is a lightweight service where we coach and guide your team on setting and then moving toward your engagement goals.
Done-WITH-you Consulting is where we work closely with your team to analyze your current engagement, set goals with you, create a plan for moving forward, (re)map some process flows, (re)write some messages, and train your team on best practices and how to test/iterate.
Done-FOR-you Professional Service is where we analyze your current engagement, set goals for you, create a plan for moving forward, (re)map process flows, (re)write messages, put that into production, and test and iterate.
If any of that sounds like what you might be interested in, let's chat. Find a time on my calendar here.
...
Lincoln Murphy
I help SaaS companies Maximize LTV through Customer-centric Upselling
Don’t worry about upsells until churn is below 10%? Really? No, this mindset limits growth and stifles potential. Unless your environment is overtly customer-negative and you have massive churn across your entire customer base, you don’t need to hit some mythical churn threshold before upselling. Yes, address churn where it’s an issue, but also recognize that some customers are progressing and ready for expansion NOW. Here’s the truth: Even with higher churn in some cohorts, you have other...
Our 2-week Retention training and certificate program starts on Monday, June 17, 2024. Our first live session is on Tuesday. This program is so unique because we take a different approach to Customer and Revenue retention. We focus on the differences between Proactive and Reactive Retention, how to move from the latter to the former through better prioritization, orchestration, and directing limited resources to higher-percentage activities. This program is practical in every sense of the...
This week's Impact Weekly podcast episode is up (Listen here or on Spotify or Apple) and in it, Johan and I answer a variety of questions about Churn, including: What are the key indicators for predicting churn in advance? How to prevent churn when you have no control over price rises (set by head office) Is there a particular NRR %, or threshold below 100% NRR that would be a particular alarm bell for you? Is there a tolerance that you'd expect to see in B2B SaaS? And more! We give some VERY...