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.
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.
6.
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
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%
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