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Knowing when the customer journey is over | Supercast's Jason Sew Hoy

Neel Desai Feb 16 2022

How do you know when a customer's journey is finished? It's going to vary for everyone. However,  if you look at it the right way there are repeatable patterns that will help guide you.

On today's episode of Retention Talk, I speak with Jason Sew Hoy, Co-Founder and CEO at Supercast. We talk about going where your customers already are, making cancellation reasons easily accessible to the team, and understanding the customer journey.

Listen now 🎧

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Show takeaways

Key points discussed in the episode

 

Maybe customers are not dissatisfied. Maybe it's just that the service has done what it was supposed to do. They've used it to the point where they've got the outcome that they were expecting. It's actually a success.”                                                                                                                                                –

Jason Sew Choy

Going where your customers already are

Supercast has a philosophy to not try to take listeners away from the platforms they are familiar with. They're able to cut down the number of steps for fans to support their favorite podcast, enabling Supercast to have an advantage in keeping folks around due to the inherent value of being easy to get to.

 

Making cancellation reasons easily accessible to the team

At Supercast, they feed all reasons for cancellation into one slack channel. This way as Jason says, he can check in periodically to determine if there is a trend or just bad luck.

 

Understanding the customer journey

Not all cancellations are due to a bad impression. For business models like podcasting, there is an extent to customer satisfaction. The reason they may be discontinuing your service is because customers have used it to the outcome that they were expecting.

 

Take Action:

Customer success needs to be a company-wide priority for SaaS and subscription companies. The customer relationship is at the core of your recurring revenue, and everything you do to cement those relationships has a net positive impact on your bottom line. Building your customer success strategy is all about focusing on those relationships.

Here are 7 steps for creating your customer success strategy:

 

1. Identify target personas

You won’t know how to provide the best possible experience if you don’t understand your target customer. Buyer personas help you qualify the best-fit customers for your product and figure out how to attract them to your service. It’s impossible to make someone successful if you don’t understand their goals.

 

2. Talk to current customers

Your current customers are some of the most valuable assets you have. They can provide you with real-time customer feedback on your product, its value, and how it helps them be successful. Talking to current customers is also a great way to find social proof to share with prospects and leads to help them convert.

Try using chat pop-ups, automated email campaigns, and proactive outreach to survey your current customer base about their needs.

 

3. Map out multiple customer journeys

Each target persona should have its own customer journey. Once you understand who your customers are, who you want to attract, and how to convert them, it’s time to map out the journey that gets them there. Build this journey based on customer feedback as well as the goals of each customer.

Start small. If you understand the basic journey a customer follows from discovering your product to purchasing it, to finally becoming a loyal user, that will help you build a better experience as a whole.

 

4. Optimize your onboarding journey

Getting used to a new product or service is never easy. Make sure your onboarding journey is optimized to provide the most value possible at each customer touchpoint. Use the customer surveys and conversations you’ve had to figure out where to focus. The easier it is to get acclimated to a new tool, the better off customers will be in the long term.

 

5. Define what success looks like for each persona

What actions does a new customer need to take in order to achieve their goals using your service? Make sure you define exactly what outcomes are beneficial for each target persona, and then incorporate them into your customer success strategy. Learn more about building holistic personas in this post about customer research.

 

6. Pick metrics that reflect those outcomes

How do you quantify a customer’s success? It’s important to nail down the metrics you need to use to map out exactly how much customer success impacts your bottom line. Whether it’s retention and churn rates, new MRR, or LTV—make sure you can analyze the success of your strategy effectively.

If you’re not sure which metrics make the most sense, track how they each change as you implement your customer success strategy. Sometimes making an impact on your onboarding series will help you increase LTV, sometimes it will cut down on churn rates.

 

7. Use customer success software to augment your strategy

There are a number of different tools you can use to facilitate customer success. Here are a few to help you get started with your search:

  • Intercom: Their platform provides live customer chat, so you can connect with customers as they use your product/service.
  • Zendesk: An all-in-one suite for customer management, customer service, and sales.
  • Gainsight: This tool helps you track success metrics (like churn rate and LTV) to see whether your customer success strategy is working.

These are just a few platforms that can help you measure the impact of your customer strategy. Find the tools that provide you with the most value and meet your unique business’ needs.

 

If you’d like more insight into your own retention—or even a free retention audit where we can benchmark you with actual relevant data—reach out to me at neel@profitwell.com.

 


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Part of the way we measure success is by seeing if our content is shareable. If you got value from this episode and write up, we'd appreciate a share on Twitter or LinkedIn.

 

This is a ProfitWell Recur production—the first media network dedicated entirely to the SaaS and subscription space.

 

By Neel Desai

Product Lead, ProfitWell

Subscription market insights you won't find anywhere else.