From Reactive to Proactive

Client Overview

A B2B SaaS company providing workflow automation software for financial services organizations. With 110 employees and $15M in ARR, they had achieved strong initial growth but were experiencing concerning increases in customer churn.

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The Challenge

Despite continued success in acquiring new customers, the company was experiencing rising churn rates that threatened their growth trajectory. Customer departures were often surprising to the team, with limited visibility into usage patterns or satisfaction issues until it was too late to intervene effectively.

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Key issues included:

Annual churn rate increasing from 12% to 18%
No early warning system for at-risk accounts
Limited visibility into product usage and adoption
Customer success team operating reactively to problems
Inconsistent onboarding leading to variable time-to-value
No structured approach to expansion opportunities

Our Approach

We implemented our Growth Accelerator Program with a specific focus on retention and expansion:

Churn Analysis:
- Conducted comprehensive churn analysis across 24 months of data
- Interviewed departed customers for insight into decision drivers
- Mapped usage patterns of retained vs. churned accounts
- Identified key adoption milestones correlated with retention
Retention Strategy:
- Developed early warning system based on leading indicators
- Created tiered intervention playbooks for at-risk accounts
- Designed value realization framework for ongoing reinforcement
- Established success metrics aligned with customer outcomes
Implementation:
- Deployed customer health scoring system
- Implemented structured onboarding methodology
- Developed automated usage monitoring and alerts
- Created executive sponsorship program for strategic accounts
Expansion Framework:
- Identified expansion triggers based on usage patterns
- Developed expansion playbooks for customer success team
- Created value-based expansion conversations
- Implemented tiered success planning methodology

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The Results

Within 9 months of implementation, the company achieved:

Churn rate reduced from 18% to 8% annually
Expansion revenue increased by 56% year-over-year
Net revenue retention improved from 96% to 112%
Customer health score accuracy in predicting churn reached 83%
Time-to-value for new customers reduced by 47%
Customer satisfaction (CSAT) improved from 7.2 to 8.9

By transforming their approach from reactive to proactive, the company not only stabilized their existing revenue base but created significant expansion opportunities within their customer portfolio.

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