The document discusses issues a customer is having including being overpromised by sales, poor onboarding, not realizing value from the product, and needing more support. It states the customer is getting attention from competitors and may go out of business. It then provides recommendations around setting realistic expectations, understanding the customer journey, being proactive in monitoring customer behavior, identifying detractors, avoiding over-committing to customers, tracking churn correctly over time, and using negative churn to counter lost revenue and drive growth.

2. Customer was
overpromised by
sales team
Customer
onboarding was not
done well
Customer is not
realizing value
Customer needs
more support in
using the product
Customer is getting a
lot of attention from
competitors

3. Customer goes out
of business
A new stakeholder
has a different
product preference
Customer needs custom
features that are not in the
product roadmap
An unreasonable customer

4. Setting realistic
expectations in the
sales process
Understanding the entire
customer journey with
your product
Being proactive &
monitoring customer
behavior as they interact
with your product
NPS
Identify passives &
detractors

5. A Positive Force
Negative Churn: Expansion in revenue from your existing
customer base to counteract loss of
revenue from churn
There will be
some attrition from
early-type
customers
Medium & enterprise customers
$MORE REVENUE
NEGATIVE CHURN!
Tracking both logo
churn & revenue
churn is important

6. Tracking churn critical to overall success
Need to calculate it correctly, track it correctly over the same time
periods & benchmark against parallel sources
Avoid over-committing to customers, track customer journeys
Negative churn –
The ultimate tool for positive growth