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Key takeaways:
Many SaaS businesses and Chargebee users view churn and retention as two sides of the same coin, but each metric may have unique strategies and focuses- Churn focuses on finding ways to prevent customers from leaving the company, and may use reactive measures to stop cancellations before they happen
- Retention, on the other hand, prioritizes creating valuable customer experiences and long-term relationships so that they’re not tempted to churn in the first place
- While many businesses focus heavily on churn, prioritizing retention is the best way to increase revenue stability and business growth long-term
A lot of SaaS brands look at churn and retention similar metrics; when you reduce churn, you can in theory improve retention. As a result, most businesses focused on stopping churn, because it feels most immediate and significant.
This does make sense; a churned customer can be a lost source of revenue that is unlikely to come back, which can slow down business growth and prevent scalability. But it’s important to understand that preventing churn and actively increasing customer retention may involve two different approaches— and prioritizing retention can ultimately have bigger pay-offs long-term.
Customer retention is ultimately crucial for preserving revenue and long-term growth. While Chargebee’s subscription management software offers basic data about customer cancellations, you can use Baremetrics to actively improve retention through actionable retention insights. And in this post, we’ll show you how.
Retention Over Churn Reduction
Churn and retention can be two sides of the same coin, but it’s important to understand the differences between reducing churn and improving retention.
Reducing churn typically involves reactive measures designed to stop customers from leaving, including the following:
- If customers are cancelling subscriptions because of a technical error, you may prioritize fixing the glitch
- You offer a 10% discount for customers who start the cancellation process if they don’t churn
- You identify users at-risk for churning, including low engagement, and leverage re-engagement campaigns like push notifications or email autoresponders to get them using your software
Enhancing retention, however, is often more proactive. It focuses on creating stronger customer experiences so that they never want to churn in the first place. And while reducing churn can help you hold onto your gross revenue, prioritizing retention can be essential to driving higher customer lifetime values (LTV) and stronger brand loyalty.
Examples of retention-enhancing strategies may include:
- Implementing customer success programs with dedicated account managers to help new clients get through onboarding
- Providing ongoing product education and developing new features customers want
- Identifying reasons customers may prefer your competitors and intervening to improve their experiences
Improved retention rates can promote revenue stability and growth across your entire customer base, yielding exceptional results that allow you to scale over time.
Key Features of Chargebee for Enhancing Retention
Chargebee’s subscription management software does have built-in features designed to potentially reduce churn and improve retention. These include the following:
- Automated dunning management to recover failed payments and prevent involuntary churn to retain happy customers longer
- Customizable billing and subscription management options, allowing subscription companies to cater to diverse customer needs and leveraging best invoicing practices
- Data-driven retention campaigns, which leverage Chargebee’s customer segmentation and targeting data to keep users engaged
These features can all be useful when it comes to enhancing retention, but they don’t always help businesses understand could improve the customer experience and which factors may be contributing to churn. (Pro tip: You can use Baremetrics to monitor Chargebee churn).
Want to learn more about how Chargebee stacks up against its competition? Learn more here:
For a complete look at how Chargebee (with Baremetrics) fares against other products, check out our Chargebee Alternatives piece.
The Power of Baremetrics’ Cancellation Insights for Retention
While Chargebee offers basic features that can help improve customer retention, their insights into why customers may churn and what factors are preventing retention are limited. For this reason, Chargebee users can integrate with Baremetrics to leverage our advanced Cancellation Insights feature to get the data they need to retain customers— and revenue— longer.
What is Baremetrics’ Cancellation Insights?
Baremetrics’ Cancellation Insights feature allows businesses to learn more about why customers leave.
Our Cancellation Insights gathers and analyzes feedback from customers who actually cancel. And while this does help track reasons for churn, it can also help you determine why customers failed to retain.
You can receive feedback from targeted customer surveys to determine why they’re failing to retain instead of relying on guesswork, and see trends in your cancellation data. .
Are customers churning because your product is too expensive? Or were there ongoing technical issues, and they could have been retained with an improved UX had a few technical glitches been resolved?
Actionable Insights for Retention
You can use Cancellation Insights to improve retention by doing the following:
- Addressing common pain points that lead to cancellations
- Identifying features that customers want more of, find valuable, or would love to have
- Adapting pricing or plans based on feedback, combined with your knowledge of market trends
Some customers may always be at risk to churn if a competitor swoops in with a lower price, and churn is practically inevitable if your client’s organization shuts down.
Technical issues or trouble using the software, however, impact the customer experience. Resolving these issues can rescue the CX, and can help you retain customers so that they aren’t even considering churning on their own.
How Chargebee and Baremetrics Work Together to Drive Retention
If you’re already using Chargebee for subscription management and billing, you have a few retention-focused features at your disposal. Integrating Chargebee with Baremetrics to leverage our Cancellation Insights, however, can take your customer and revenue retention strategies to the next level.
We’ll analyze your Chargebee billing history and subscription data so you can do the following:
- Identify users at-risk for churn early and find ways to recover the relationship
- Leverage insights from both Chargebee and Baremetrics to create personalized retention campaigns for the entire customer lifecycle
- Use Baremetrics’ Recover dunning management software to prevent engaged users from accidentally churning due to an expired or maxed-out credit card
- Develop proactive strategies based on the data at hand to address customer needs, ideally long before they consider cancellation and improving CX
How to Get the Most Out of Your Chargebee Integrations
Subscription managers who want to get the most out of their Chargebee and Baremetrics integration should take the following steps to improve retention:
- Regularly review Baremetrics’ Cancellation Insights to spot new trends and evaluate the effect of any customer success or churn reduction strategies you’ve implemented
- Use churn data and Cancellation Insights to form new customer retention strategies proactively
- Set up proactive retention campaigns that target at-risk segments to keep them engaged
- Implement feedback-driven changes based on cancellation data
- Work with product development teams and support teams to align product and service offerings with customer expectations
Moving Beyond Churn Reduction to Build Loyal Customers
Churn reduction is great— we consider it “slaying the churn beast.” Focusing on customer retention, however, can help you hold on to more customers and revenue while establishing valuable long-term relationships. This makes it easier for businesses to scale, as you can invest more in customer acquisition costs when LTV increases.
And while churn and retention efforts can overlap, remember that retention prioritizes creating value and ensuring customers are satisfied long-term, not just trying to salvage the relationship at the last minute.
Managers should leverage Chargebee and Baremetrics data together, using our analytics and insights to find new ways to build customer loyalty long-term.
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