How Unstack Reduced Involuntary Churn by More Than 50%

Chris Cardone, Customer Success Lead atUnstack, talked with John Bonini on an episode of the Metrics and Chill podcast. Chris shared how Unstack approaches one key metric that’s crucial for SaaS businesses:搅动。

一个无代码营销平台，使营销人员和企业家能够更快地启动和扩展企业，拆卸需要更好地了解客户流失的根本原因。为此，他们建立了一个强大的，积极的和标准化的过程来诊断和修复流失。

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The Metric: Churn

Chris和Unstack一直专注于很多事情。正如克里斯（Chris）所解释的那样，“非常适合我们的客户正在搅动。这对我们来说不是一个好信号。我们想，“那是可以预防的。”

After looking at their churn rate and involuntary churn in particular, Chris and team zeroed in on one aspect of churn they could proactively fix right away: Involuntary churn.

“We looked at involuntary churn—where churn comes from a payment failure—as an area we could quickly resolve and fix,” Chris explained.

除此之外，团队知道他们需要一种机制，以更好地理解自愿流失背后的原因。

The Opportunity to Better Understand and Reduce Churn

Chris knew that fixing that involuntary churn was the simplest, fastest way to eliminate a chunk of their churn.

“In the B2B industry, involuntary churn is at 1.39%. For us, about 3% of our churn was involuntary,” Chris said. “That’s a whole percent of churn that we could completely prevent just by having systems in place that alert the customer success manager when a payment has failed.”

That was Opportunity #1.

Opportunity #2 relied on putting a system in place to help them centralize data on搅动客户并标准化一个过程来识别流失的常见来源。通过这样做，团队看到了一个有意义地减少流失的巨大机会。

积极主动并围绕流失建立系统

Once they zeroed in on churn, the next steps became clear.

They could immediately eliminate a sizable chunk of involuntary churn by setting up a constant监视系统要警报付款失败时客户成功代理。从那里开始，客户成功团队可以在人类到人类的水平上积极接触客户，提醒客户付款问题并帮助他们正确。

下一步是建立一个系统，以理解和积极主动地对另一种搅动（自愿性）。

克里斯说：“当我们经历所有这些流失时，我们要做的第一件事就是与人们交谈。”“我们标准化了一种我们想问别人的形式。我们提出了正确的问题 - 我们标准化了流行过程。”

克里斯认为，将最终的数据集中到整个团队中可以访问，这是确定流失趋势并直接解决它们的关键。

克里斯解释说：“我们团队中的每个C级都可以访问它，每个需要访问它的经理。”“因此，他们可以不断地审查它，看看本月的倾向。”

例如，克里斯补充说：“ [表格]向我们提供了教育是一个缺失部门的信息，因此我们开发了更多的教育材料，并对它们的分布变得更加主动。”

Now that the system is built and standardized, the team approaches the resulting data as a kind of rolling, constant feedback.

克里斯说：“我们实施了不断的监控。”“我们发现很多顾客的一件事是，他们在平台上的活动在上个月很纤小。因此，我们设置了监视，以便能够查看何时从活动的过程中脱颖而出，因此我们可以更加主动地与这些客户联系。”

简而言之，该团队在其流失数据中使用趋势来采取具体，主动的步骤，以避免未来的流失。

“We’ve been able to leverage our data to prevent future churns. You can save one churn by analyzing that one specific churn and having a very specific outreach. Or you can use it to then prevent further churn,” Chris explained.

The Results

克里斯（Chris）和Unstack就在蝙蝠上看到了非自愿搅动的改善。“通过让人类积极参与，我们已经大大减少了非自愿流失。这是一个快速的胜利，尤其是让一个人这样做。”

在大多数情况下，当人类客户成功代理人涉及付款失败时，客户就可以在不到24小时内解决该问题。繁荣 - 叮当不断。

As for voluntary churn, Chris said, “We’re always looking for rising reasons for churn that are coming up. Having one form that every single piece of churn has to go through is really beneficial in being able to notice, ‘Hey, this feature we’re missing is actually starting to cost us dollars.’”

“Our metrics are still being measured year-over-year,” Chris told John, “but we’re already seeing churn lowering from month-to-month.”

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