Saturday, February 21, 2015

Getting To The Real Cost Of Customer Success

SaaS is not immune to churn. Each defection costs a vendor more than just lost revenue. Vendors need to find two new customers to make up for the one they just lost. One new customer to replace the lost revenue and a second one to support the vendor’s growth plans. Because management is fixated on revenue there is a belief that once a customer is successfully onboarded the level of ongoing engagement can be minimized. As well as the associated costs. In reality, this is where and often why SaaS customers churn. Their satisfaction is based on a level of enablement and engagement that is polar opposite from what vendors believe the customer needs.

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