Customer retention is the new acquisition, but there’s no single strategy to reduce churn and retain subscribers at scale. Brightback, the first retention automation software for subscription businesses, surveyed 300+ CEOs, founders and executives across 28 industries about their retention challenges, and what strategies and tools they’re using to grow their subscribers successfully. In this webinar, Guy Marion, CEO and founder of Brightback and Suneet Bhatt, General Manager at Crazy Egg discuss the top 6 trends that surfaced from the findings and how they apply to B2B and B2C companies today.

1. Retention
6 Key Trends Changing Customer

2. CEO & Co-founder / Brightback
Guy Marion
GM / Crazy Egg
Suneet Bhatt

3. Agenda
What is automated customer retention
6 retention trends for B2B and B2C
companies
Final takeaways
Q&A
Agenda

4. `
Automated customer retention for
high-volume subscription business
!4
TOP-TIER INVESTORS INTEGRATIONS
SELECTED CUSTOMERS

5. !5
Live since 2005. On over 300,000 websites today.
Crazy Egg helps you pay attention to the people visiting your website
so you can make the most of every website visit.

7. $42M ARR
lost in 5
years…
due to high churn,
nearly 4X the total
ARR reached by
ARR
MONTHS SINCE LAUNCH
0.5% Gross Churn (-3.5% Net)
1% Gross Churn (-2% Net)
2% Gross Churn (0% Net)
4% Gross Churn (3% Net)
$57M
$16M
$26M
$40M
The fastest growing companies retain more

8. it isPLUS 7x
acquire
a customer
more expensive to
$ $ $ $ $ $ $
retain
a customer $
than to

9. Yes No
Does your company have a published
MRR churn goal?

10. of companies
say customer
retention…
97%
97% yes
2.8% no
2019 State of Customer
Retention Survey
is a big win!

11. 6 Key Trends
Based on the 2019
State of Customer Retention Survey

12. 1
B2C companies know
they must do better at
retention.

13. Percent of
companies that
feel retention is
prioritized
appropriately
68%
B2B
44%
B2C

14. 2 B2Cs focus on support
while B2Bs focus on
customer education and
on boarding.

15. Was customer satisfaction improved
through better experience and support?
14%
B2B
32%
Hybrid
56%
B2C

16. Was customer satisfaction improved
through educating customers to facilitate
usage and mastery of our services?
34%
B2B
5%
B2C
15%
Hybrid

17. 32%
B2B
28%
Hybrid
11%
B2C
Was customer satisfaction improved
through on boarding new customers
effectively?

18. 3
Companies turn to
discounts and deals to
retain customers.

19. of B2Cs offer
bundles
51%58%
of B2Bs test
discount offers
AND

23. 4
The future: know when
to engage and why.

24. Never on-boarded or
figured it out
Aren’t seeing value
(but still have the need)
Think they don’t have
features they need
Feel ignored or frustrated
by support
20%
of customers cancel
for the wrong
reason

25. START
First value
(successful trial)
Grow value
(deployment)
Increase
Users Increase
Usage
Expand
Functionality
Churn
ChurnChurn
Classify and auto-
engage customers
who fail

26. No.
Yes, via our customer support team.
Yes, via our customer success team.
Yes, via our product.
Do you engage with customers at the
point of cancel?

27. Excluding product improvements, which of the
following initiatives would have the greatest
impact on customer retention?
B2C
Faster response times
and better trained
customer support
Developing predictive
models to forecast
customer propensity to
churn or expand
Proactively engaging
at-risk customers with
personalized offers
Hybrid
B2B
34%
15%
6%
27%
17%
12%
14%
22%
22%

28. 5
Subscription businesses
churn an average of
2.0% - 3.9% of revenue
each month

29. Monthly MRR Churn Rate
28%
26%
27%
Average churn
per month
% of
respondents
B2C
B2B
Hybrid

30. Visibility into
why customers
cancel

31. 6
Only 1 in 4 subscription
companies are growing
more the 30% YoY

32. Percent of subscription companies with
growth between 30%-50% YoY
13%
B2C
23%
B2B
13%
Hybrid

33. Agenda
Bring acquisition and retention
into balance
Build a full retention lifecycle
Look at cancellation like a funnel
Establish a churn goal
Takeaways

34. Thank You.
CEO & Co-founder
Brightback
Guy Marion
GM
Crazy Egg
Suneet Bhatt