Content Marketing For Customer Retention: How We Work To Reduce Churn

August 11, 2014 Tyler Ryll

Reduce churn

In the world of business, one major question comes up time and time again:

“How do I keep my customers from churning?”

Customer retention has been on the forefront of business for a long time now. But it finally seems that many small, medium, and large businesses alike have found the solution: a Customer Success team.

Now, you may be thinking to yourself, “Customer Success? That’s like Customer Service, right?” And while the two are similar in many ways, the goal of customer success is not just to answer a question and be done with it. It’s about making sure that the customer sees the value of what your product offers and what YOU are doing to help them achieve their goals. It’s about keeping your customers happy by seeing their success as your own.  

When I started as a Customer Success Specialist with Uberflip, I had to learn a lot of new information right off the bat! I had to get myself out of the "Customer Service mindset" of merely answering questions, and put myself into the Customer Success mindset of providing one-on-one consultations and personalized solutions. 

The transition from a “service” to “success” mindset might sound simple, but it can be difficult unless you have the right tools and the proper perspective.

Our own Customer Success team uses 3 things when we speak with our churning clients:

1) We use existing clients to showcase how businesses are successfully using our product.

There is no better way to show the value of a product than to provide real examples of it in action. This takes the onus away from a sales call and puts it on the success side.  By showing how a company uses our product, we allow customers who are considering a cancellation to see the value of our product directly without having to be “sold” on it. 

2) We always leverage our content.

We have a lot of great content — everything from white papers, eBooks, webinars, social media feeds, product guides, and more.  By showing the customer that we care enough to create educational content and provide video training walk-throughs and personalized consultations, we’re showing that the value you get is not only from the software but also from the team behind the scenes that’s determined to see you succeed.

3) “Start the retention process when the customer is still open to staying and not after they have already told you they are leaving.”

We live by this quote in our office and always strive to help curb cancellations before they begin. We hold bi-weekly webinars for training, send email blasts with offers for personalized consultations, and most of all, we offer solutions to issues before they arise as well as after.  

These are the 3 pillars of Customer Success at Uberflip. But what do they have in common?

Content.

Content is the one way that any business can ensure that they have started the customer retention process before it begins. Content demonstrates a commitment to the customer’s success. After all, whatever product or service you’re offering, customers will need to learn the ins and outs of it in order to use it effectively. 

When the Customer Success team takes into account the 3 items above, we have seen great success in keeping customers happy and providing them with solutions to problems they are encountering. In turn, that reduces our churn and improves our customer retention. 

This diagram shows just how important  customer retention is:

 

negative impact of churn

 

When you keep customers happy and successful, two things will happen:

  1. Your bottom line will continue to improve.
  2.  You end up with more satisfied customers.

Continually losing clients will severely impact your business’ ability to increase its revenue month over month.  Once a business starts to plateau, that’s the time when most start looking at why the business has not grown.  

When a business’ relationship with its customers is solely transactional, it fails to capitalize on the long-term goal of keeping customers. A business’ best protection against churn is a Customer Success team armed with a content marketing strategy that includes educating customers on the use of the product. When both initiatives are in place, the Customer Success team can leverage content and specific use cases to better educate customers on the road to success. 

Using available content appropriately as a teaching aid — whether it's successful use cases, how-to guides or support documentation — will help promote customer happiness through success and thus drive revenue.  All the while, you’ll bring your churn rate down and maybe even turn your customers into advocates along the way. 

This ultimately leads us back to the question posed at the beginning of this post: 

“How do I keep my customers from churning?”

The answer is easy.

A great Customer Success team supported by great content. 

subscribe to our hub

About the Author

Tyler Ryll

Before becoming Uberflip's Sales Engineer, Tyler joined the team as a Customer Success Specialist. He previously received his BBA in Marketing and racked up 10 years of sales/service/support experience in everything from gym memberships to SaaS products.

Follow on Google Plus Follow on Twitter More Content by Tyler Ryll
Previous Article
Content Roundup: Fixing Your Broken Blog, The Metric You're Missing, And More
Content Roundup: Fixing Your Broken Blog, The Metric You're Missing, And More

This week's Content Roundup features articles on blogging, video content, email marketing and more.

Next Article
Power To The Marketer
Power To The Marketer

Effective marketing means moving fast. Empower yourself by eliminating the bottleneck and taking control.

Check Out Our Upcoming Webinars and Events

Find Out More