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How to Prevent Blind-Side Churn by Identifying and Aligning With Customer Stakeholders

I frequently hear from customer success and sales leaders that two of the most common reasons for churn or downsell (revenue compression) are executive/sponsor change and lack of perceived value (for your product/service). When I dig into this some more, the most actionable root causes turn out to be a few things: We are not aware of the shifting priorities at our customers’ businesses (hence we cannot keep up with change in what “value” means to them). We are not top of mind with executives. We are not talking to multiple levels and key influencers (e.g., IT) within the customer org. We are blindsided when sponsors leave (especially in our volume or SMB segments). So I decided to get tactical by sharing our perspective on a framework for Stakeholder Alignment (it’s called the Executive Sponsorship program in many companies) and how to operationalize it. “As your customers change priorities and shift strategies, maintaining alignment with their executives and decision makers becomes paramount. With Stakeholder Alignment, Gainsight helps you set up a regular process for executive check-ins, monitor when there are organizational changes, and keep an eye on stakeholder sentiment over time. We need to keep the #humanfirst approach to keep interactions as […]

The post How to Prevent Blind-Side Churn by Identifying and Aligning With Customer Stakeholders appeared first on Customer Success Software | Gainsight.

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Gainsight, 12-02-2019 21:05:27

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