Check out the full writeup here.

Topics discussed in this episode:

Nailing the core principles of the Voice of the Customer Program

• Every single interaction with your customer is either a value add or a value diminishing interaction. A VOC survey can very easily be a value diminishing action. Asking for a lot of information takes time. But it doesn’t have to be a survey per se. Get creative. Look at or evaluate through a community forum, review sites, and more.

If you don’t have a dedicated dunning strategy: get one

• Having a sole individual responsible for reaching out to customers about failed payments is better than nothing. However, adding some sophistication to the process isn’t as difficult as you might think. Sending automated emails or implementing winback campaigns can go a long way… okay we may be a bit biased… we wrote the book on churn. Literally.

The two kinds of customer loyalty to focus on: Behavioral and Attitudinal

• Behavioral loyalty involves customers who are renewing month over month or year over year (depending on your payment term). Attitudinal loyalty is about willingness to trust the business, willingness to forgive bad experience, and willingness to refer a friend. Evaluating this loyalty against net revenue and logo retention reveals discrepancies in order to close the gap.

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