Churn Monster #4 – The Victim Customer

Source: ChurnZero

By Cori Pearce, ChurnZero

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It’s monster time again! Today we are going to take a look at our fourth churn monster – the victim. This is one of the worst churn risks out there, because the customer isn’t actually doing anything wrong, but they are still being affected in a negative way, which increases their likelihood to churn.

A victim is a customer who is attempting to use your product to help them achieve a goal, however they are either running into a poor user experience and/or product issues.

Let’s a look at a scenario where this churn monster is involved and see how you can go about defeating this customer churn risk.

Scenario:

You have a new customer- Valerie. You had a positive welcome call and have since gotten the platform configured. Valarie has been registered for your on-boarding group training course. She attends all three days of the virtual training and it looks like she’s gotten a solid grasp of the platform’s core functionality.

Now that Valerie is trained up she is ready for the initial go-live. She seems excited to take ownership of her company’s instance and begin using it on (hopefully) a regular basis.

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