03 · Topic
Logo churn counts the customers who leave. Revenue churn and revenue contraction show the value that disappears from the customers who stay. On GRR, NRR, transaction-based revenue and how Customer Success can spot falling revenue in time.
In ongoing and transaction-based customer relationships, a customer may have left long before anyone records churn. How to build a process to find, investigate and handle the customers who simply stop using the service.
When Customer Success succeeds, nothing happens – and what does not happen cannot be counted. On the counterfactual problem, why it makes prevention invisible, and how the effect can still be estimated.
When the customer base and revenue grow every month, the simple churn percentage gives a misleading picture. On choosing the denominator, weighting by time and revenue, cohorts and why new customers pull the average up.
GRR, NRR, churn, adoption, customer health and unnecessary enquiries: a practical review of how Customer Success can be measured – and why attribution is harder than it looks.
What Customer Success should own, where the function belongs, and how responsibility and mandate should follow the business model.
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How customers achieve what they bought the product to achieve – and why that is the foundation for renewal, loyalty and growth.
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Customer Success for many customers: segmentation, digital customer journeys, behavioural signals and automation that actually helps.
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