Insights | Podcasts

BC Startup Sales Podcast – Managing Customer Churn with Annette Promes (Moz)

LS take 472

Loren Straub

April 10, 2020
Moz Image 001
Share

For the podcast this week, we welcomed Annette Promes, CMO and Head of Customer Success at Moz, to talk about managing customer churn, both proactively and reactively. Annette started at Moz – a Marketing Analytics Software company – in 2013, and has over 20 years of marketing experience. Moz helps companies everywhere with online marketing, offering various products that help companies with everything from content and search marketing to Twitter analytics.



During the podcast, we start by defining customer churn, how it occurs, and how it can impact a company. We discussed many different tactics that can be employed to keep churn and its negative effects as low as possible, and some tips for trying to prevent it from happening in the first place. However, if your company is experiencing significant churn, investigating what drove your customers to churn should be your first step. Next, we covered how to identify the catalyst causing customer to churn and how your company should figure out internally how to minimize the negative effect of the existing issue. If the churn was caused by a specific feature or lack of feature in the product, you must determine whether this needs to be changed. If the issue is product based, then churn could be managed by simply communicating with the product development team exactly what needs to be changed or added. Churn could be caused by a variety of other things specific to your business, but it is always something that needs to be managed to maximize customer retention and overall happiness. Finally, we cover proactively preventing churn, by discussing how to identify high risk customers and alleviate their issues before they churn.



If you liked “Managing Customer Churn” and want to read more content from the Bowery Capital Team, check out other relevant posts from the Bowery Capital Blog. If you haven’t already, subscribe to the podcast to get all our new content each week!

Related Articles

Startup Sales Podcast Ulysses 001
Podcasts

Leveraging India To Scale Adoption & Growth with Ulysses David (Dataiku)

Leslie Brand Bowery Podcast Image 001
Podcasts

Building Your Customer Advisory Board with Leslie Brand (Alation)

Derek Draper Juniper Square 001
Podcasts

BC Startup Sales Podcast - Metrics Matter: Creating an Effective Sales Framework with Derek Draper (Juniper Square)

Baxter Lanius Alternative 001
Podcasts

BC Startup Sales Podcast - Building a Start-Up in a Bear Market with Baxter Lanius (Alternative)