Learning from Churn and how CSMs can become better investigative journalists

Welcome to The Gainsight Gamechanger Podcast, a space where we recognize and celebrate people who change the game of customer success and product experience for their companies, customers, teammates, and partners.

Losing customers to churn is painful, we can’t deny that, but it is key for businesses to make the most out of these situations and learn from their customers’ experiences in order to evolve and better serve others. In today’s episode, we’re joined by Natasha Narayan, CEO and Co-Founder of IcebergIQ, to chat about the hidden value inside businesses and customers’ worst nightmare: churns. When customers decide to leave, it’s for good, and CSM professionals must learn to properly handle these situations. Listen to this episode to learn how to extract the best feedback from your customers for your own improvement, and how to prevent a future churn with the adequate interview in the first place. In this industry, it all comes down to your communication and listening skills, if you want to work on them even further, this episode is definitely for you.

Jump straight into:

(00:56) - On Natasha’s background, career and trajectory on the CSM ecosystem.

(04:54) - The Win/Loss analysis and the importance of receiving feedback from an outsider source - “Because it’s unbiased feedback and they’re speaking with a third party, we find that the feedback is more rich and more candid, and they’re more willing to open up.”

(08:22) - The best time and way to approach a leaving customer to obtain detailed feedback - “What we have found as a best practice is that the more recent, the better.”

(11:43) - The exact moment customers make the decision to churn - “We’re finding that it’s anywhere from six months to two years prior to the renewal, that they’re making that decision to leave.”

(14:45) - How human touch and curiosity will heavily influence both our customers’ experience and decision making - “There’s just so much about holding space for the customer to speak, not rushing and digging further.”

Resources

Connect with Natasha via LinkedIn

IcebergIQ

Hosted by Adam Joseph, The Gamechanger Podcast is a show brought to you by Gainsight. For more information about all of our episodes, please visit https://www.gainsight.com/podcasts.

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