In this presentation we discuss the Retention Funnel, that product owners should create for customers. It is very important the product teams discuss how they will be engaging with their future and current customers. We will be presenting a use case that can be applied for Startups and Enterprise organizations, explaining the four pillars we use to apply a retention strategy: Focus, Management, Tools & Goals.

1. Retention Strategy
Use Case
By Claudio Cossio
@CCOSSIO

2. The
Funnel
On boarding
Support
Retain
Advocacy

3. You are building a relationship on each step

4. It’s not just
a quick
respond

5. Focus Management Tools Goals
Implementing a retention funnel

6. ● Understanding their problem
● Achieve a desirable outcome

7. ➔ Operations
➔ Account management
➔ Sales executive
➔ Finance
You need to understand WHO you are serving

8. Retention Strategy

9. ➔ Focus
➔ Management
➔ Tools
➔ Goals

10. Confirm that the Customer has a real problem

11. Management
➔ Loop in relevant areas
➔ Heads up to finance
on $ issues
➔ Interview those who
leave
➔ Impact Churn rate

12. ➔ In/out messages
➔ Chronological
➔ Tags & Status sync
➔ Updated
information

13. Focus on the outcome

14. Measure customer reactions & engagement
● Business value
○ Response rates
○ Follow up on inactive users
○ Exit interviews
○ Up selling
● User value
○ Assign a Customer Champion
○ Better output / performance
○ Pre-departure triggers

15. Thank you! Danke! Gracies! Gracias!
Claudio Cossio
@CCOSSIO