Churn as an asset

How to turn customer churn into an asset.

There are two types of churn:

1. You succeeded

Your user had a problem,
They solved the problem with you,
Mission complete.

2. You failed them

Your user had a problem,
You lost them before it was solved,
Mission failed.

Here’s how to make them both an asset:

For the first kind, have your post-sale create brand champions, so they’ll share their success and invite others to try you too. Every ‘graduating’ user invites 1+ more.

For the second kind, have your post-sale stack wins and future-pace sales so they stay with you until the problem has been solved. Then they become the first kind.

DON’T focus on trying to lower churn.

DO focus on a post-sale experience so good that customer ‘graduations’ mean business growth.

Isn’t that better?