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Click the help icon above to learn more. */ </style> </head> <body class="post-template-default single single-post postid-8172 single-format-standard custom-background custom-header header-full-width content-sidebar"><div id="wrap"><div id="header"><div class="wrap"><div id="title-area"><p id="title"><a href="https://sixteenventures.com/">Customer-centric Growth by Lincoln Murphy</a></p><p id="description">Growth-oriented Customer Success</p></div></div></div><div id="subnav"><div class="wrap"><ul id="menu-page-menu" class="menu genesis-nav-menu menu-secondary"><li id="menu-item-2604" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-home menu-item-2604"><a href="http://sixteenventures.com">Customer Success Articles</a></li> <li id="menu-item-8249" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-8249"><a target="_blank" href="https://www.impactdemy.com/collections?ref=58b2b0">2024 CSM and Head of CS Training</a></li> <li id="menu-item-55" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-55"><a rel="author" href="https://sixteenventures.com/lincoln-murphy-strategic-consultant">Customer Success Consulting</a></li> <li id="menu-item-8433" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-8433"><a target="_blank" href="https://www.impactdemy.com/pages/impact-weekly-podcast">Customer Success Podcast</a></li> <li id="menu-item-8900" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-8900"><a target="_blank" href="https://www.impactdemy.com/courses/fundamentals?ref=58b2b0">Free CS Fundamentals Course</a></li> </ul></div></div><div id="inner"><div class="wrap"><div id="content-sidebar-wrap"><div id="content" class="hfeed"><div class="post-8172 post type-post status-publish format-standard has-post-thumbnail hentry category-customer-success entry"><h1 class="entry-title">Customer Success: The Lost Art of Churn Reason Analysis</h1> <div class="post-info"><span class="date published time" title="2020-09-10T17:41:39-05:00">September 10, 2020</span> Article by <strong><a href="https://sixteenventures.com/lincoln-murphy-strategic-consultant" target="_blank">Lincoln Murphy</a></strong> </div><div class="entry-content"> <p><span style="font-weight: 400;">It’s critical to understand why your customers churn, but if you’re relying solely on the reason the customer gives you for that churn, you’re definitely missing the actual reason.</span></p> <p><span style="font-weight: 400;">‘Churn Reason’ analysis, like most things in Customer Success, is more complex and requires more deliberate effort to get right than it might seem on the surface. </span></p> <p><span style="font-weight: 400;">It’s easy to just ask a customer why they’re cancelling or not renewing and to leave it at that.</span></p> <p><span style="font-weight: 400;">It’s easy, but it’s not going to get you the answer you need to keep future churn from happening.</span></p> <p><span style="font-weight: 400;">This guide will help you analyze the “churn reasons” in a way that will get you much closer to the truth and help you take appropriate action to keep that churn from happening in the first place.</span></p> <p><span style="font-weight: 400;">Let’s go!</span></p> <p><span id="more-8172"></span></p> <p><i><span style="font-weight: 400;">My (now) standard disclaimer: As with everything I publish, this is just an article. It is necessarily incomplete and generic. I cannot tell you exactly what you should do and if someone who doesn’t know your business and your customers tells you exactly what your processes should look like, run away. Run far and fast.</span></i></p> <h2><span style="font-weight: 400;">Churn: Syntax and Nomenclature</span></h2> <p><span style="font-weight: 400;"><em>“Also, dude, churn is not the preferred nomenclature.”</em> – Walter Sobchak</span></p> <p><span style="font-weight: 400;">For the purposes of this guide, when I say “churn,” it simply means that a customer has stopped doing business with us because they:</span></p> <ul> <li style="font-weight: 400;"><span style="font-weight: 400;">actively cancel their subscription.</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">choose not to renew their contract.</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">buy one thing from us and never do so again.</span></li> </ul> <p><span style="font-weight: 400;">Churn is also a behind-the-scenes term that I would encourage you not to use with your customers. Be more specific with them:</span></p> <ul> <li style="font-weight: 400;"><span style="font-weight: 400;">“Why are you canceling your subscription?”</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">“Why did you choose not to renew your contract?”</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Why did you only buy one thing from us and never come back?”</span></li> </ul> <p><span style="font-weight: 400;">With that out of the way, let’s get into this…</span></p> <h2><span style="font-weight: 400;">‘Churn Reason’ Analysis: Internal vs. External Churn Reasons</span></h2> <p><span style="font-weight: 400;">Ideally, every former customer will have two churn reasons associated with their customer record: an internal reason – one derived from our understanding of why they churned (finance data, support tickets, pre-cancel usage data, etc.) – and an external reason that comes from the customer directly.</span></p> <p><span style="font-weight: 400;">This “external” information can be from a conversation with the customer, a survey, third-party interview, etc,</span></p> <p><span style="font-weight: 400;">We do need to be realistic that you’ll not always get a response from a churned customer – though you should always try – but you can at the very least posit a theory (your “internal” reason) of your own based on their behavior – in-app and beyond – as well as customer satisfaction surveys, financial data, support tickets, training consumption, etc.</span></p> <p><span style="font-weight: 400;">When your internal reasons do not align with the reasons given by the customer, you know your ability to predict churn is low because your signaling is off.</span></p> <p><span style="font-weight: 400;">However, if Internal and External churn reasons are aligned, you know you’re relying on the appropriate </span><a href="https://sixteenventures.com/success-vector" target="_blank" rel="noopener noreferrer"><span style="font-weight: 400;">Success Vector</span></a><span style="font-weight: 400;"> inputs.</span></p> <p><span style="font-weight: 400;">But you can’t do that sort of comparative analysis unless you’re capturing and recording both internal and customer-sourced reasons for churn.</span></p> <p><span style="font-weight: 400;">So add two fields to your customer record and from now on, when a customer churns, make sure you have 100% coverage on internal reasons and as many customer-derived reasons as possible. </span></p> <p><span style="font-weight: 400;">Whatever your coverage is on External reasons, make it part of your OKRs to drive that number up over time.</span></p> <p><span style="font-weight: 400;">And if you can, go back, at least, 30-days for self-service, month-to-month “contracts” or a quarter or two for annual contracts to get customer-derived reasons for churn. </span></p> <p><span style="font-weight: 400;">Asking customers that churned further back than those time frames may not yield enough to warrant wasting cycles, but you could – and should – go back as far as you can (don’t worry about your early adopters, pre-pivot customers, etc.) to fill in the internal reason.</span></p> <p><span style="font-weight: 400;">When you ask your customers why they churned, ensure you ask about their experience and not “so you can help other customers better” or to help yourself. Keep it about them.</span></p> <p><span style="font-weight: 400;">Which brings us to…</span></p> <h2><span style="font-weight: 400;">When to Ask for a Churn Reason</span></h2> <p><span style="font-weight: 400;">Do you ask them why they’re churning during the cancellation process or do you wait until after it’s done?</span></p> <p><span style="font-weight: 400;">If you want a real, honest answer that will help you to prevent future churn, you’ll ask <strong>AFTER</strong> the cancellation process is complete.</span></p> <p><span style="font-weight: 400;">If you want rushed, path-of-least-resistance answers that will do little to help you down the road and will likely just add negativity to the customer’s experience, then ask <strong>DURING</strong> the cancellation process.</span></p> <p><span style="font-weight: 400;">The psychology is simple; people want out, they’ve already made their decision, and by asking them a question before they’re out, you’re putting up a barrier to that exit (or maybe even trying to save them!), so they’ll tell you whatever they think you need to hear to just let them out (and keep that save from happening).</span></p> <p><span style="font-weight: 400;">They’ll pick the first option on the list.</span></p> <p><span style="font-weight: 400;">They’ll tell you it’s them, not you.</span></p> <p><span style="font-weight: 400;">They’ll say, “I don’t have the budget,” and it’s hard to argue with that, so customers will choose this “reason” a lot. </span></p> <p><span style="font-weight: 400;">If it really is a budget issue, that actually means they didn’t get value, but this is typically a decoy answer to just make you go away and let them leave.</span></p> <p><span style="font-weight: 400;">They’ll basically tell you anything to expedite this process.</span></p> <p><span style="font-weight: 400;">But if you let them cancel – or handle the cancellation / non-renewal for them – and then ask them, the psychology is totally different.</span></p> <p><span style="font-weight: 400;">They’re free!</span></p> <p><span style="font-weight: 400;">They got what they wanted.</span></p> <p><span style="font-weight: 400;">Sweet relief.</span></p> <p><span style="font-weight: 400;">And now, they’re open to giving you an honest answer.</span></p> <p><span style="font-weight: 400;">It’s wild what happens when you think about how humans operate.</span></p> <h2><span style="font-weight: 400;">What about Saving Customers?</span></h2> <p><span style="font-weight: 400;">The amount of energy and resources companies put into “saving” customers from canceling – often using exit surveys and interviews, and complex cancel flows to facilitate this process – would have a <strong>FAR</strong> greater return on that investment if it were spent making customers successful and keeping them from wanting to cancel in the first place.</span></p> <p><span style="font-weight: 400;">There are lots of gimmicks, hacks, apps, and just plain BS nonsense you can apply to “saving” customers, but the reality is that if they get to the point where they want out, that decision is hard to reverse, and the process of trying to do that just makes the overall experience of the customer that much worse.</span></p> <p><span style="font-weight: 400;">Anecdotally from my experience with companies that put in repeatable processes to “save” customers (before they engaged me to not let customers get to this point in the first place), I see an average save rate of about 12%.</span></p> <p><span style="font-weight: 400;">That means 88% of the customers looking to cancel didn’t get saved and were subjected to a poor experience on the way out. </span></p> <p><span style="font-weight: 400;">In several instances, we were able to find negative reviews left by customers that went through the “save” process but opted-out. Would they have left a negative review anyway? Maybe. But I am fairly confident this didn’t help. Especially when they mentioned it <strong>IN THE REVIEW!</strong>.</span></p> <p><span style="font-weight: 400;">Even better, of the 12% of customers that were “saved,” within 3 months, 80% of those customers are gone. And in several instances, just like above but so much worse, we were able to show that upwards of 50% of those also left a negative review. Ugh.</span></p> <p><span style="font-weight: 400;">So… is it worth “saving” customers? </span></p> <p><span style="font-weight: 400;">Probably not, especially if you have finite resources to invest. Invest those resources in making the customer successful to begin with.</span></p> <p><span style="font-weight: 400;">But the negative market sentiment that comes with disgruntled customers leaving bad reviews and, among other things, how that will affect </span><a href="https://sixteenventures.com/saas-cac-efficiency" target="_blank" rel="noopener noreferrer"><span style="font-weight: 400;">Customer Acquisition Cost (CAC) efficiency</span></a><span style="font-weight: 400;">, is just not worth the extra couple of months of revenue. </span></p> <p><span style="font-weight: 400;">Unless it is. </span></p> <p><span style="font-weight: 400;">Do your own math, but actually do it and don’t just assume it’s worth saving customers this way.</span></p> <p><span style="font-weight: 400;">I will say this. If you choose to “save” a customer when they exhibit cancel intent, just understand that you’ve simply kept them from canceling. They are <strong>NOT</strong> successful yet. They have realized <strong>ZERO</strong> additional value. They are very much still a churn threat.</span></p> <p><span style="font-weight: 400;">Your job now is to get them back (or for the first time) on a path to achieving their </span><a href="https://sixteenventures.com/desired-outcome" target="_blank" rel="noopener noreferrer"><span style="font-weight: 400;">Desired Outcome</span></a><span style="font-weight: 400;">… otherwise you’re just prolonging the inevitable, only when it happens, it’ll be that much worse (negative sentiment).</span></p> <p><span style="font-weight: 400;">Okay, I digress. Let’s get to the analysis, shall we?</span></p> <h2><span style="font-weight: 400;">Applied ‘Churn Reason’ Analysis for Customer Success</span></h2> <p><span style="font-weight: 400;">Okay, so now that we have a better understanding of what’s going on here and we have collected the data, it’s time to analyze it.</span></p> <p><span style="font-weight: 400;">Starting with our list of churned customers, we need to answer the following questions:</span></p> <h2><span style="font-weight: 400;">Are they a Good- or Bad-fit Customers?</span></h2> <p><span style="font-weight: 400;">I like to start by going through and tagging customers that churned as Good or Bad-fit. If you aren’t sure why this matters, check out my post on </span><a href="https://sixteenventures.com/quantify-bad-fit-customers" target="_blank" rel="noopener noreferrer"><span style="font-weight: 400;">Quantifying the Cost of Bad-fit Customers</span></a><span style="font-weight: 400;">.</span></p> <p><span style="font-weight: 400;">If they’re a Bad-fit customer, no further analysis is required. You can always keep going and look for patterns to back-up why Bad-fit customers are bad for business, but ultimately, you can stop at this designation.</span></p> <p><span style="font-weight: 400;">If they’re a Good-fit customer and churned out, that’s a problem.</span></p> <h2><span style="font-weight: 400;">Did they have Success Potential?</span></h2> <p><span style="font-weight: 400;">When we say a customer is a Bad-fit, we’re saying that, based on their characteristics, they are not likely to be successful.</span></p> <p><span style="font-weight: 400;">But we can have customers that characteristically are a Good-fit, but for other reasons, they do not have </span><a href="https://sixteenventures.com/success-potential" target="_blank" rel="noopener noreferrer"><span style="font-weight: 400;">Success Potential</span></a><span style="font-weight: 400;">.</span></p> <p><span style="font-weight: 400;">This “Churn Reason” analysis will focus on Good-fit customers that had Success Potential.</span></p> <p><span style="font-weight: 400;">If a customer was a Good-fit but lacked Success Potential, there are actions to be taken, such as looking at the lack of Success Potential to see if it’s tied to customer characteristics. If so, we probably need to adjust our Bad-fit Customer profile so we can ensure we’re only bringing-in customers that have the potential to be successful with us.</span></p> <p><span style="font-weight: 400;">It’s also important to recognize whether a customer came in with Success Potential but, due to some change on either their end or ours, the bit got flipped from “Has Success Potential” to “Doesn’t.”</span></p> <p><span style="font-weight: 400;">Ultimately, Good-fit customers with Success Potential shouldn’t have churned, so clearly something happened, either with them or with us.</span></p> <h2><span style="font-weight: 400;">Different “Churn Reason” Sources</span></h2> <p><span style="font-weight: 400;">We’ve already talked about Internal vs. External churn reasons, and this is where we put that to good use. But there is also a third churn reason data source that I liked to include.</span></p> <p><span style="font-weight: 400;">So you’ll want to look at three things when doing churn reason analysis:</span></p> <ol> <li style="font-weight: 400;"><span style="font-weight: 400;">The reason they gave (External churn reason)</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">The reason we think they canceled/didn’t renew (Internal churn reason)</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">The reason their comments and actions indicate (Context Clues)</span></li> </ol> <h2><span style="font-weight: 400;">Context Clues and Critical Thinking</span></h2> <p><span style="font-weight: 400;">In addition to the Internal and External churn reasons, we can look at what the customer actually says and does to figure out what’s really going on. </span></p> <p><span style="font-weight: 400;">When they choose “Cost” as the reason for canceling or not renewing, but tell you that they weren’t getting value because the product is broken and they could never even get started on a project, this is clearly not a “cost” issue. It’s a value realization issue caused by product instability or something.</span></p> <p><span style="font-weight: 400;">Sure, they don’t want to keep paying for a product they’re not getting value from, but this is not truly a “cost” issue.</span></p> <p><span style="font-weight: 400;">So we might have a couple of reasons to apply to this loss that actually have nothing to do with “cost.”</span></p> <p><span style="font-weight: 400;">But they may have just said “Cost” to try to move the uncomfortable conversation along. </span></p> <p><span style="font-weight: 400;">It’s so much easier to just tell you they can’t afford it than to tell you your product sucks, your service sucks, or you suck… and people like to avoid conversations like that, even if having that uncomfortable conversation would actually make you or your product or service suck less.</span></p> <p><span style="font-weight: 400;">If we just go with “Cost” as the reason, though, we can incorrectly write them off as a “bad-fit customer” who just didn’t want to pay our fee instead of seeing what’s really going on and perhaps fixing it.</span></p> <h2><span style="font-weight: 400;">Performing the Analysis and Taking Action</span></h2> <p><span style="font-weight: 400;">We now have a list of Good-fit customers that had Success Potential, the reason we thought they churned, the reason they told us, and the reason we were able to glean from their statements and behavior. Awesome.</span></p> <p><span style="font-weight: 400;">But what do we do with this information? </span></p> <p><span style="font-weight: 400;">You can do a lot of different things, but what you’ll end up doing will entirely depend on what your data show.</span></p> <p><span style="font-weight: 400;">But here’s an incomplete list of 5 things to get your brain moving in the right direction:</span></p> <ol> <li style="font-weight: 400;"><span style="font-weight: 400;">By comparing Internal, External, and Context reasons, is our signaling (what we get from our customer data systems – CRM, our app, support, etc. – on point or are we missing things? If the latter, fix it.</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Are there missing / broken features, workflows, or other UX issues that are causing the customer to not be able to realize value? If so, this could be used to reprioritize your product development roadmap.</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Are there service issues – Customer Success, Support, Professional Services, Integrations, etc. – that are lacking or broken that are leading to churn? If so, this should be the catalyst to examine those services and fix whatever glitches are present.</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Are there pricing, positioning, or other marketing things that are either leading to mismanaged expectations or simply attracting customers with misaligned Use Cases? This should be the catalyst for aligning Customer Success with Sales, Marketing, and Product to ensure this does not happen again.</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Did something change that turned otherwise Good-fit customers with Success Potential into customers that were not able to realize value from their relationship with us? For things that happened on our side to cause the switch, this is an internal alignment issue where Customer Success and Product need to work together closer. For things that happened on the customer’s side, this may be a signaling or engagement process issue. Either way, both are fixable now that we know it’s happening.</span></li> </ol> <p><span style="font-weight: 400;">If you want to take this analysis to the next level, combine it with my <a href="https://sixteenventures.com/churn-classification" target="_blank" rel="noopener noreferrer">Churn Classification Framework.</a></span></p> <h2><span style="font-weight: 400;">Additional Reading on Churn Analysis</span></h2> <ul> <li style="font-weight: 400;"><a href="https://sixteenventures.com/eliminate-churn" target="_blank" rel="noopener noreferrer"><span style="font-weight: 400;">Eliminate Churn Forever in 5 Simple Steps</span></a></li> <li style="font-weight: 400;"><a href="https://sixteenventures.com/quantify-bad-fit-customers" target="_blank" rel="noopener noreferrer"><span style="font-weight: 400;">Customer Success: How to Quantify the Impact of Bad-fit Customers</span></a></li> <li style="font-weight: 400;"><a href="https://sixteenventures.com/saas-churn-rate" target="_blank" rel="noopener noreferrer"><span style="font-weight: 400;">What is a good SaaS Churn Rate?</span></a></li> </ul> <figure class="wp-block-table"><table class="has-border-color has-base-border-color"><tbody><tr><td><a href="https://www.impactdemy.com/courses/fundamentals?ref=58b2b0" target="_blank" rel="noreferrer noopener"><img decoding="async" width="300" height="300" class="wp-image-8906" style="width: 300px;" src="https://sixteenventures.com/wp-content/uploads/2024/01/New-CS-Fundamentals-Course-square-CTA.png" alt="" srcset="https://sixteenventures.com/wp-content/uploads/2024/01/New-CS-Fundamentals-Course-square-CTA.png 1080w, https://sixteenventures.com/wp-content/uploads/2024/01/New-CS-Fundamentals-Course-square-CTA-300x300.png 300w, https://sixteenventures.com/wp-content/uploads/2024/01/New-CS-Fundamentals-Course-square-CTA-1024x1024.png 1024w, https://sixteenventures.com/wp-content/uploads/2024/01/New-CS-Fundamentals-Course-square-CTA-150x150.png 150w, https://sixteenventures.com/wp-content/uploads/2024/01/New-CS-Fundamentals-Course-square-CTA-768x768.png 768w, https://sixteenventures.com/wp-content/uploads/2024/01/New-CS-Fundamentals-Course-square-CTA-600x600.png 600w" sizes="(max-width: 300px) 100vw, 300px" /></a><a href="https://www.customergrowthlab.com/prompt-engineering-for-customer-success" target="_blank" rel="noreferrer noopener"></a></td><td><a href="https://www.customergrowthlab.com/email-engagement-formula" target="_blank" rel="noreferrer noopener"><img decoding="async" width="300" height="300" class="wp-image-8675" style="width: 300px;" src="https://sixteenventures.com/wp-content/uploads/2023/04/Email-Engagement-Formula-Driving-Success-at-Every-Stage-of-the-Customer-Journey-600-×-600-px-1.png" alt="" srcset="https://sixteenventures.com/wp-content/uploads/2023/04/Email-Engagement-Formula-Driving-Success-at-Every-Stage-of-the-Customer-Journey-600-×-600-px-1.png 600w, https://sixteenventures.com/wp-content/uploads/2023/04/Email-Engagement-Formula-Driving-Success-at-Every-Stage-of-the-Customer-Journey-600-×-600-px-1-300x300.png 300w, https://sixteenventures.com/wp-content/uploads/2023/04/Email-Engagement-Formula-Driving-Success-at-Every-Stage-of-the-Customer-Journey-600-×-600-px-1-150x150.png 150w" sizes="(max-width: 300px) 100vw, 300px" /></a></td></tr><tr><td><a href="https://www.impactdemy.com/pages/impact-weekly-podcast" target="_blank" rel="noreferrer noopener"><img loading="lazy" decoding="async" width="300" height="300" class="wp-image-8437" style="width: 300px;" src="https://sixteenventures.com/wp-content/uploads/2022/12/Impact-Weekly-with-New-Episodes-Text-scaled.jpg" alt="" srcset="https://sixteenventures.com/wp-content/uploads/2022/12/Impact-Weekly-with-New-Episodes-Text-scaled.jpg 2560w, https://sixteenventures.com/wp-content/uploads/2022/12/Impact-Weekly-with-New-Episodes-Text-300x300.jpg 300w, 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srcset="https://sixteenventures.com/wp-content/uploads/2024/04/meetings-promo-square.png 900w, https://sixteenventures.com/wp-content/uploads/2024/04/meetings-promo-square-300x300.png 300w, https://sixteenventures.com/wp-content/uploads/2024/04/meetings-promo-square-150x150.png 150w, https://sixteenventures.com/wp-content/uploads/2024/04/meetings-promo-square-768x768.png 768w, https://sixteenventures.com/wp-content/uploads/2024/04/meetings-promo-square-600x600.png 600w" sizes="auto, (max-width: 300px) 100vw, 300px" /></a></td></tr></tbody></table></figure> </div><div class="author-box"><div><img alt='' src='https://secure.gravatar.com/avatar/3334de1f544b64f1d1b3383098d14892?s=80&d=mm&r=g' srcset='https://secure.gravatar.com/avatar/3334de1f544b64f1d1b3383098d14892?s=160&d=mm&r=g 2x' class='avatar avatar-80 photo' height='80' width='80' loading='lazy' decoding='async'/> <strong>About Lincoln Murphy</strong><br /><p>I invented Customer Success. I focus primarily on Customer Engagement. <a href="https://sixteenventures.com/lincoln-murphy-strategic-consultant">Learn more about me here.</a></p> </div></div><div class="after-post widget-area"> <div id="recent-posts-3" class="widget widget_recent_entries"><div class="widget-wrap"> <h4 class="widget-title widgettitle">You should read these articles, too…</h4> <ul> <li> <a href="https://sixteenventures.com/true-cost-of-meetings">The True Cost of Meetings in Customer Success Management</a> </li> <li> <a href="https://sixteenventures.com/meetings-as-a-metric">Meetings as a Customer Success Metric: The Misguided Path</a> </li> <li> <a href="https://sixteenventures.com/no-goals-no-customer-success">No Goals, No Customer Success: Unlocking the Power of the Goal Discovery Framework</a> </li> <li> <a href="https://sixteenventures.com/revenue-roadblocks">Revenue Roadblocks: How We’re Sabotaging Our Own Growth</a> </li> <li> <a href="https://sixteenventures.com/bad-fit-vs-good-fit-customers">Good Fit vs. Bad Fit vs. Ideal Customers: The Key to Unlocking Sustainable Growth</a> </li> </ul> </div></div></div></div></div><div id="sidebar" class="sidebar widget-area"><div id="custom_html-2" class="widget_text widget widget_custom_html"><div class="widget_text widget-wrap"><div class="textwidget custom-html-widget"><div id="enews-ext-2" class="widget enews-widget"> <div class="widget-wrap"> <div class="enews"> <h4 class="widget-title widgettitle">Join the other 53,897 folks who get my emails and…</h4> <div style="text-align:left"> <ul> <li>Get the latest on <strong>ChatGPT, AI, & Prompt Engineering</strong></li> <li>Stay updated on <strong>Customer Success</strong> & <strong>RevOps</strong></li> <li>Take your <strong>Growth Strategy</strong> to the next level</li> <li>Learn about <strong>Psychology, Engagement, and More</strong>!</li> </ul> </div>  <form id="ck_subscribe_form" class="ck_subscribe_form" action="https://app.convertkit.com/landing_pages/256863/subscribe" data-remote="true"> <input type="hidden" value="{"form_style":"naked","embed_style":"inline","embed_trigger":"scroll_percentage","scroll_percentage":"70","delay_seconds":"10","display_position":"br","display_devices":"all","days_no_show":"15","converted_behavior":"show"}" id="ck_form_options"> <input type="hidden" name="id" value="256863" id="landing_page_id"> <input type="hidden" name="ck_form_recaptcha" value="" id="ck_form_recaptcha"> <div class="ck_errorArea"> <div id="ck_error_msg" style="display:none"> <p>There was an error submitting your subscription. 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href="https://sixteenventures.com/no-goals-no-customer-success">No Goals, No Customer Success: Unlocking the Power of the Goal Discovery Framework</a> </li> <li> <a href="https://sixteenventures.com/revenue-roadblocks">Revenue Roadblocks: How We’re Sabotaging Our Own Growth</a> </li> <li> <a href="https://sixteenventures.com/bad-fit-vs-good-fit-customers">Good Fit vs. Bad Fit vs. Ideal Customers: The Key to Unlocking Sustainable Growth</a> </li> <li> <a href="https://sixteenventures.com/opt-in-vs-opt-out-trials">Opt-In vs. Opt-Out Trials: The Hidden Impact on Customer Retention and Success</a> </li> <li> <a href="https://sixteenventures.com/beyond-transactions">From Transactions to Relationships: Unleashing Customer Potential with AX</a> </li> <li> <a href="https://sixteenventures.com/renewal-psychology">Renewal Psychology: From an Adversarial Process to a Celebration of Success</a> </li> <li> <a href="https://sixteenventures.com/pods-customer-success-sales">Pods in Customer Success vs. Sales: A Side-by-Side Comparison</a> </li> <li> <a href="https://sixteenventures.com/csm-pods">The Role of Pods in CSM Coverage Models: The Evolving Landscape</a> </li> <li> <a href="https://sixteenventures.com/csm-pool">Pooled CSMs: Benefits, Challenges, and Requirements for Success</a> </li> <li> <a href="https://sixteenventures.com/customer-success-touch-levels">Beyond Touch Levels: Scaling Customer Success through Appropriate Experience (AX)</a> </li> <li> <a href="https://sixteenventures.com/goal-discovery-framework">The Goal Discovery Framework for Customer Success Management</a> </li> <li> <a href="https://sixteenventures.com/storytelling-in-customer-success">Storytelling in Customer Success: Use the Power of Goal Discovery</a> </li> <li> <a href="https://sixteenventures.com/customer-success-capacity-planning">Customer Success Scaling: Capacity Planning and Resource Allocation</a> </li> <li> <a href="https://sixteenventures.com/keeping-customers-engaged">Bridging the Engagement Gap: Keeping Customers Actively Invested</a> </li> <li> <a href="https://sixteenventures.com/advocacly-flywheel-social-proof">Build a Social Proof Machine: Consistently Generate Real Advocates at Scale</a> </li> <li> <a href="https://sixteenventures.com/earned-advocacy-social-proof">The Untapped Potential of Social Proof through Earned Advocacy</a> </li> <li> <a href="https://sixteenventures.com/metrics-to-meaning">From KPIs to Connection: Transforming Metrics Into Meaningful Relationships</a> </li> <li> <a href="https://sixteenventures.com/email-tactics">5 Outdated Email Tactics You Need to Abandon in 2024</a> </li> <li> <a href="https://sixteenventures.com/value-of-customer-success">Every Department Must Recognize the Value of Customer Success</a> </li> <li> <a href="https://sixteenventures.com/reactive-to-proactive-retention">Retention: Shifting from Reactive to Proactive to Stop Chasing and Start Leading</a> </li> <li> <a href="https://sixteenventures.com/usage-customer-success">Why High Usage Doesn’t Guarantee Customer Success</a> </li> <li> <a href="https://sixteenventures.com/scaling-cs-team">Scaling Your Customer Success Team Without Losing Control</a> </li> <li> <a href="https://sixteenventures.com/goal-alignment">The Art and Science of Continuous Goal Alignment in Customer Success</a> </li> <li> <a href="https://sixteenventures.com/goal-discovery">Goal Discovery: The Essential Task You Never Had Time for (Until Now!)</a> </li> <li> <a href="https://sixteenventures.com/customer-success-sales-alignment-2">Aligning Customer Success and Sales: Bridging the Great Divide</a> </li> <li> <a href="https://sixteenventures.com/motivating-action">Motivating Action: The Hard Truth of Driving Customer Engagement</a> </li> <li> <a href="https://sixteenventures.com/customer-retention-analysis">Customer Retention: Proactive, Reactive, and At-Risk Analysis</a> </li> <li> <a 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