1.
How to Maintain >140%
Customer Retention
Secrets to reducing churn through relationships
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Kris Hartvigsen
CEO
Dooly
Ellie Hutton
Head of CS
Dooly

2.
SaaS Industry
Benchmarks
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3.
Customer Churn
SaaS industry average: 4.79%
Dooly: 2%
Net Retention Rate (total revenue - revenue churn)
SaaS industry median: 100% (90% = good for SMB, 125 = good for enterprise)
Dooly: 129%
Net Promoter Score (NPS)
SaaS industry average: 41 (40 = good, 50 = great, 65 = milestone)
Dooly: 65
SaaS Retention Benchmarks
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Sources: https://recurly.com/research/churn-rate-benchmarks/,
https://www.klipfolio.com/metrics/saas/net-revenue-retention-rate

4.
Customer Churn
SaaS industry average: 4.79%
Dooly: 2%
Net Retention Rate (total revenue - revenue churn)
SaaS industry median: 100% (90% = good for SMB, 125 = good for enterprise)
Dooly: 129%
Net Promoter Score (NPS)
SaaS industry average: 41 (40 = good, 50 = great, 65 = milestone)
Dooly: 65
SaaS Retention Benchmarks
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Sources: https://recurly.com/research/churn-rate-benchmarks/,
https://www.klipfolio.com/metrics/saas/net-revenue-retention-rate

5.
Customer Churn
SaaS industry average: 4.79%
Dooly: 2%
Net Retention Rate (total revenue - revenue churn)
SaaS industry median: 100% (90% = good for SMB, 125 = good for enterprise)
Dooly: 129%
Net Promoter Score (NPS)
SaaS industry average: 41 (40 = good, 50 = great, 65 = milestone)
Dooly: 65
SaaS Retention Benchmarks
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Sources: https://recurly.com/research/churn-rate-benchmarks/,
https://www.klipfolio.com/metrics/saas/net-revenue-retention-rate

6.
You can *doo* it, too.
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7.
Earn the right to grow!
Necessary for PMF & PLG.
Be one persona’s favorite.
Be Customer First
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8.
Vision, Goals and Good Humans
● Rally company around customer-centric PMF + growth goals.
● Define clear vision and path to get there.
● Make metrics visible.
● Help everyone know their impact.
● Beware of department silos and jerks.
● Invest early in product and CS. Do not place text, or graphics
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9.
Delight! Build human connections
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10.
Invest in data early.
Instrument your product properly.
Get a single source of truth.
Self serve.
Need clean data for your board,
metrics, segmentation, signals,
experiments, and billing.
Data … go geek out
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11.
Build Repeatable Playbooks
No “slipping through the cracks.”
Avoid churn with processes:
✅ Develop playbooks for new to renew
✅ Standardize your CX delivery
✅ Nail internal handovers
✅ Separate to AM for “hard conversations”
✅ Reminder: Easy data for risk signals! Do not place text, or graphics
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12.
If it’s not working...
Go back to step 1.
You didn’t put the customer at the center.
P.S. It’s okay to let non-ICP customers go.
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13.
1. Be customer first.
2. Set a vision, goals, and be good humans.
3. Delight! (ahem, *doolight*) to build human connections.
4. Self-self internal data.
5. Build repeatable playbooks.
If it’s not working. Go back to #1.
For >140% customer retention...
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14.
THANK YOU
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