No matter how valuable your product or service is, you’ll experience customer churn at some level.
Perhaps the nature of your product or service factors into the rate at which customers leave (Statista found that industries have varying rates of customer churn); or a rival undercuts your price to steal your clients; or your clients face budget cuts and are forced to leave you behind.
Regardless of what’s driving churn, you can strike big if you manage to lessen the rate at which it occurs. The oft-cited stat from Bain proves why: Increasing customer retention by just 5% can increase your profits by as much as 95%.
As it turns out, automation can play a key role in helping you retain customers. We’ll explain how by walking through a few examples.
1. Deliver surveys at pivotal moments to track customer health effectively
There are likely key points throughout your customer lifecycle when clients are considering whether to keep working with you. These points might be soon after the customer is fully onboarded or a few months before the end of their subscription.
Once your team identifies these points in time, you can automate the process of delivering surveys when clients reach them. That way, you can easily and quickly diagnose customer sentiment and take action when the time is ripe.
Here’s more on how the automation can work:
1. Once a customer is with your business for a certain length of time (as measured by a platform like your CRM), the workflow gets triggered.
2. The appropriate survey gets delivered to the contacts at the account via email.
3. As soon as a client responds, your team gets notified in a channel within your business communications platform. From there, your team can review the responses and align on next steps, if necessary.
Related: How to implement a customer 360 view
2. Leverage product usage data to uncover churn risk
Customer feedback, in and of itself, isn’t enough to gauge how happy your clients are. You’ll also need to look at hard data to benchmark their success and satisfaction, and perhaps none matters more than product usage data.
Here’s how your team can use product usage data to suss out clients who aren’t healthy from those who are.
1. Once a client’s level of product usage drops below a certain predefined level (as measured by your data warehouse), the workflow gets triggered.
2. Various sources of information on the client are collected and organized in a Google Doc.
3. The document gets shared with the account’s customer success manager—via your business communications platform—in real-time. From there, your CSM can view the drop in usage as well as access the contextual information needed to respond quickly and thoughtfully.
3. Delight customers by sending them gifts
While proactively determining and acting on churn risk is critical, showing your appreciation for clients is also important to fostering long-lasting business relationships.
One way to show that you value their business is by sending them heartfelt gifts.
You can deliver gifts either at time-based or usage-based milestones (or both!). For example, you can send over a bottle of wine once the client completes a meaningful activity in your product; and you can deliver a box of chocolates once they’ve been a client for a year.
In either case, automation can help you run gift-giving smoothly. For example, here’s how you can use product usage data to automate gift deliveries:
1. As soon as a client performs a task (as measured in your data warehouse) you’ve defined as warranting a gift, the workflow gets triggered.
2. A gift-giving app like Sendoso delivers the gift to the appropriate contact at the account.
3. Once your gift has been delivered successfully, the customer success manager gets notified via a message in your business communications platform. From there, they can follow up with the client however they see fit.
Related: 2 lead enrichment automations
Streamline your customer retention workflows with Workato
Workato, the leader in integration-led automation, lets you power the workflows above—among countless others.
Here’s more on the platform:
- It provides a low-code UX, allowing both IT and lines of business to build integrations and automations within a secure, fully-governed environment
- It has more than a thousand pre-built connectors and hundreds of thousands of customizable automation templates (“recipes”) available for use, allowing your team to implement integrations and automations quickly and with minimal customization
- It offers customizable bots that allow your employees to access data and actions in their apps without leaving their business communications platform. Moreover, based on the patent we developed, an employee can only use an app in ways that fall within their level of permission