We know that early-stage sales and marketing organizations are typically focused on new customer acquisition and grabbing market share. Don’t just wait for sales and marketing to have the bandwidth to focus on churn. We can help you manage customer success, optimize the value you provide to your customers at different levels of the organization, ensure user satisfaction and business results for decision makers. We can help you promote the appropriate training programs and services and make sure your messaging is targeted and consistent for customers across support, services, sales and marketing. We help you assess, manage, monitor, and reverse churn rate and maximize revenue expansion. We work closely with your team and your tools and we use a structured methodology to create custom results. This presentations covers the benefits of achieving negative churn for your subscription or renewal-based business, and includes an overview of the anti-churn services provide by ChurnSquad

1. The Anti-Churn Program

2. © ChurnSquad 2014www.churnsquad.com
Background
Source: Customer Decision Journey (McKinsey)
The Funnel is dead – long
live the Customer Decision
Journey
The subscription
economy is increasing
the future value of
customers Source: Guy Nirpaz, CEO of Totango

3. © ChurnSquad 2014www.churnsquad.com
Early-growth companies focus on new
customer acquisition, not churn
Source: David Skok “Manage Customer Success to Reduce Churn”

4. © ChurnSquad 2014www.churnsquad.com
The Path to Negative Churn
Customer
Churn
Revenue
Churn
Revenue
Expansion
Negative
Churn
Do we measure it?
Do we understand it?
All customers are not
equal
− 1.7% monthly
− 2.1% monthly
+ 1.0% monthly
Upsell and cross-sell at
work
Expansion > churn?
You have negative churn
= − 1.1% monthly
at $50M rev- $6.2MAnnual revenue lost:

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Why? Customer-facing organizations are
focused on different objectives
Sales
•Early focus on
hunting
•Focus on
farming comes
later
Marketing
•Lead
Generation
•Product
Marketing
•Communication
•Ambassador
Programs
•Customer
Communities
•Customer Com Services
•Service Sales
•Profitable
Project Delivery
•Long-term
customer
success
Support
•Customer
satisfaction
•Efficiency
•Adoption
•Cross-selling
•Upselling
•References
+
-
Focus on New Customer Acquisition Focus on Customer Success
+
-
+
-
+
-

6. © ChurnSquad 2014www.churnsquad.com
The Solution: Early Focus on Customer
Revenue and Churn
0
20
40
60
80
100
120
140
160
Year 3 Year 4 Year 5 Year 6 Year 7
Annual Recurring Revenue
Without focus on Negative Churn With Focus on Negative Churn
$42M
$20M
$4M
$9M
Assumptions: 100% new customer growth, revenue churn 15% vs -10%
Just like early retirement
savings, the compounded
effect of customer revenue
traction is spectacular

7. © ChurnSquad 2014www.churnsquad.com
Assess
customer
revenue
process
Create anti-
churn plan
Execute or
coach plan
execution
Deliver or
coach metrics
and analysis
Conduct
reviews and
transfer
knowledge to
in-house team
Our Approach

8. © ChurnSquad 2014www.churnsquad.com
Anti-Churn Workshop℠
Getting Started
 A strategic exploration of how to measure and
manage the churn rate and maximize revenue
expansion
 How negative churn saps the growth rate
 Why revenue expansion is key to success in
subscription and renewal-dependent environments
 Measuring churn and revenue retention
 Methods to increase customer engagement
 How Marketing and Support can work together to
drive customer success
 1-day engagement (interviews and group session)
 2-page action summary

9. © ChurnSquad 2014www.churnsquad.com
Anti-Churn Blueprint℠
Assess and Plan
 Comprehensive plan to manage, monitor,
reverse churn rate, and maximize revenue
expansion
 Action plan covers
 Monitoring churn and customer revenue
 Improving customer messaging
 Increasing customer engagement
 Services driving customer success
 Organization and processes
 Can include Support & Services, Marketing
& Sales
 3-7 week engagement

10. © ChurnSquad 2014www.churnsquad.com
Anti-Churn Cure℠
Execution of the Blueprint
 Implementation service for the blueprint
 Flexible approach
 Full management
 Blended execution
 Flexible scope
 Internal process and organizational changes
 Tracking of customer and revenue churn
 Customer engagement programs
 Ambassador programs to drive word-of-mouth and
success stories
 Upsell and cross sell offers and marketing
 services marketing
 6-12 week engagement

11. © ChurnSquad 2014www.churnsquad.com
Anti-Churn Metrics℠
Analyze, Understand & Monitor
 Design and implementation of a turnkey
analytics solution to monitor churn, identify
patterns, and perform root cause analysis
 Flexible deployment
 Turnkey with insight delivered monthly or quarterly
 In-house with coaching and training
 Flexible scope
 Data mining
 Integration of heterogeneous data sources
 Statistical analysis
 Cohort analysis
 Data visualization
 6-12 week engagement to set up

12. © ChurnSquad 2014www.churnsquad.com
Case Studies
 For a medical communication technology client
 Implemented a formal customer success program to maximize adoption,
hence add-on purchases
 For a SaaS vendor
 Turned renewal process into a segmented program focused on relationship
and upsell/conversion and implemented collaboratively with marketing,
customer service and sales
 Defined and implemented churn, conversion and revenue retention and
expansion metrics into weekly and monthly dashboards
 For a large networking vendor
 Trained the customer success managers to develop strategic plans to work
with their accounts
 For a web-based marketing services vendor
 Assessed services portfolio and pricing against customer buying journey and
mapped target markets and channels based on revenue retention and
expansion opportunities

13. © ChurnSquad 2014www.churnsquad.com
The Path to Anti Churn
Customer
Churn
Revenue
Churn
Revenue
Expansion
Negative
Churn
Do we measure it?
Do we understand it?
All customers are not
equal
Upsell and cross-sell at
work
Expansion > churn?
You have negative churn
− 1.2% monthly
− 1.5% monthly
+ 2.1% monthly
= + 0.6% monthly
at $50M rev+ $3.5MAnnual revenue gain:

14. © ChurnSquad 2014www.churnsquad.com
This anti-churn self-assessment
quiz will take about 15 minutes
and help you identify areas of
improvements in terms of
measurements, processes and
organizations.
www.churnsquad.com/anti-churn-score-card
Benchmark your Organization!
Request the Guide

15. © ChurnSquad 2014www.churnsquad.com
About Us
Olivier Delerm
 20-year experience as
Marketing, Product, Sales
& Business Development
executive
 Operational and
Consulting experience
 Founder, A6 Group
 Past Executive at Siebel,
Certain Software,
Airframe
 20+ years’ experience
in post-sales support
 Author of 4 books
about support
management and
support marketing
 Founder, FT Works
 Was VP, Worldwide
Support at Scopus
Francoise Tourniaire

16. Contact Us
www.churnsquad.com
info@churnsquad.com
+1 415 287 4247