“Green” Customer Churns: What went wrong?
Three (3) reasons why “green” customers leave
There are times that we get surprised by unexpected churns. We believed that everything was going well with the customers, their health scores were all green, and they appeared to be utilizing your product or services well. Then suddenly, they decided to leave. These “green” customers who left are known as blind churns.
Blind churns are when customers seem to leave for no reason. However, Iceberg IQ stated that there is no such thing as blind churns. Customers leave due to various reasons that you have failed to identify.
It is crucial to reach out to these “green churns” and ask what went wrong with their experience. Is it the product, process, system, or the employees that have failed them? Having this information gives power to Customer Success Managers to intervene and prevent more churn.
Remember that the customers who always seemed happy with your product or service, stating that they will renew, are always looking for better options. Conducting a churn interview helps reveal churn opportunities to keep the customers for a longer time.