SaaStock on Tour was in Barcelona on 31st May 2017 at Typeform. Head of Customer Success, David Apple Presented.

1. Why we built a retention task force
to tackle churn
David Apple
VP of Customer Success

2. Retention task force
1. About Typeform
2. Who should own retention?
3. How to get buy-in?
4. Outcome at Typeform

3. Made in Barcelona Launched
3 yrs ago
3M+ users
($12M ARR)
170 Typeformers

4. Conversational Data Collection

5. Forms & surveys
Structured data &
scalable
Not conversational
Conversational Data Collection

6. Chat
Conversational
Unstructured data,
not scalable
Forms & surveys
Structured data &
scalable
Not conversational
Conversational Data Collection

7. Typeform
Conversational,
structured data, and scalable
Forms & surveys
Structured data &
scalable
Not conversational
Chat
Conversational
Unstructured data,
not scalable
Conversational Data Collection

8. Customer Success Team

10. Retain and expand our customers
by exceeding their expectations
Customer Success | Mission Statement

11. Net MRR Churn
Key Metric

12. Support
Customer
Experience
Education
Account
Management
Customer Care
CS Operations
Customer Engagement
Sales
Customer Success
Customer Success | Team Structure

13. Who should own retention?

14. Marketing Sales
Customer
Success
Discovery Conversion Retention
Initial ownership model

15. Understand customer needs
and help them succeed
Customer Success
Focus on retention

16. Attract customers and
set expectations
Marketing / Sales
Understand customer needs
and help them succeed
Customer Success
Focus on retention

17. Build the right features
and trust in the product
Product
Attract customers and
set expectations
Marketing / Sales
Understand customer needs
and help them succeed
Customer Success
Focus on retention

18. Discovery
Word of mouth from
happy customers
Contributions from Customer Success

19. Discovery Conversion
Word of mouth from
happy customers
Referrals and
success stories
Contributions from Customer Success

20. Discovery Conversion Product
Word of mouth from
happy customers
Referrals and
success stories
Customer insights
Contributions from Customer Success

21. Marketing Sales
Customer
Success
Product
Collaborate and avoid silos

22. Retention is complex
CS is one part of the puzzle
Should Customer Success be the sole owner of retention?

23. How can we own it if we
don’t fully control it
Retention is complex
CS is one part of the puzzle
Should Customer Success be the sole owner of retention?

24. How can we own it if we
don’t fully control it
Champion > ownershipRetention is complex
CS is one part of the puzzle
Should Customer Success be the sole owner of retention?

25. A cross-disciplinary team focused
on improving retention
Retention task force

26. How to get buy-in?

27. Demonstrate
importance
Understand
churn
2 steps

28. Step 1: Understanding churn

29. What are
churners doing?
What are
churners saying?
Understanding churn

30. Team feature Integrations
Customer behaviors - zero churn

31. Customer behaviors - reducing churn

32. 0 5 10 15 20
100%
50%
67%
3 12
Months after initial subscription
NetRetentionRate
Customer behaviors - retention curve

33. Email
(optional)
18%
Listen to your churners

34. Email
(optional)
18%
In-app
(optional)
22%
Listen to your churners

35. Email
(optional)
18%
In-app
(optional)
22%
Survey
(mandatory)
100%
Listen to your churners

36. Listen to your churners

37. Happy churners
(score 8/10)
Churn when
project ends (70%)
Listen to your churners

38. Step 2: Demonstrating
importance of churn

39. Increase viral
loop
Churn rate determines
growth rate
Importance at Typeform

40. Outcome at Typeform

41. Churn Task Force

42. Churnlie’s Angels

43. What are our goals for 2017?
BUSINESS
Stay on the unicorn path by growing our customer base exponentially
→ Establish Typeform in the new category Conversational Data Collection
→ Fix our leaky bucket by decreasing our Net MRR Churn to X%
→ Multiply our ARR by X
→ Raise our next round of investment
Company goals

44. Attract more of
our great customers
Make our less valuable
customers more sticky
Attract non-customers who
could be great customers
Aligned on cross-departmental strategies to tackle churn

45. Thanks!
David Apple
david.apple@typeform.com
@davidcapple