Spotlight: How Our Team Reduced Customer Churn by 52% in One Year
About the Author: Monika Refvik is the Director of Customer Success at Videonor. She is passionate about developing relationships with customers and enabling them to obtain their long range vision with the appropriate support, training, and tools. In 2016, she and her team were able to reduce the customer churn at Videonor by an amazing 52%. With the stunning results of the Customer Care Program she implemented, she was compelled to share some of her expertise with other customer success professionals and support teams. Here’s what she had to say:
“Lean management is an approach to running an organization that supports the concept of continuous improvement, a long-term approach to work that systematically seeks to achieve small, incremental changes in processes in order to improve efficiency and quality”.
Lean management philosophy is something we believe in at Videonor – and is a principle we leaned on last year when setting out to reduce our customer churn. So we asked ourselves the question – why would anyone want to leave? We believe in our own product and services, so what are the reasons people switch or drop services?
To figure this out, we went to the source, we talked to our customers. The main trend we found wasn’t that the product failed them, it was that they didn’t know how to use it. So how do we teach and empower our customers? – We educate, and we listen.
We feel part of the Videonor DNA is identified by our willingness to go above and beyond for our customers to ensure their success because, it’s ours as well. In line with this – we’ve developed manuals and instructions based on customer feedback – what their questions are, what challenges they face, and where they will find the most success using our services.
In other words – you can be too technical at a surface level.
In addition to written materials, we are constantly monitoring customer’s usage to identify any issues that they may not even know they have. We also provide individual training and group training both at the beginning of the customer relationship, and throughout the relationship as products and the market evolve.
We do this from the standpoint of believing that educating customers should include providing stats & analytics to better enable them to use Videonor services as planned. Of course, ending the information along to customers isn’t enough – we also monitor the usage so customers can easily scale to meet their needs.
This communication flow comes from continued transparency with the customers. If they feel like you have their best interest at the forefront of your services, they are more likely to divulge important information regarding feedback, needs, and change of needs. This keeps communication open for them to reach out to a trusted support analyst when issues occur, which improves usage and understanding – and we believe, reduces the chance of churn.
Every change in market, both in products and in services are carefully considered, so that we are always one step ahead of our customers, and ready to assist them as they grow. After all, the customer’s success is our success!