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What do you do about customer who happily churn?

That is, if you have a product like dating where people leave if they are successful or enterprise software that is helpful for hiring, is there a way to have them stick around or evangelize? Has anyone done this successfully?

6 Replies

Dimitry Rotstein
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Dimitry Rotstein Entrepreneur
Head of R&D at SafeZone
In theory, sure.
One method is an up-sale. If people find a match on a dating site, they might be interested in keeping and developing the relation. Those who hire people will probably want to manage the employees.
Actually, in these particular examples there isn't much churn per se. People don't have to leave a dating site or drop a hiring software just because it worked - sooner or later they are likely to require these services again. Then, the problem is not churn, but the cycle duration, which can be too long for a dating site, but Tinder managed to solve this by promoting very short relationships.
Liza Taylor
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Liza Taylor Entrepreneur
Communication Specialist at Keyideas Infotech
Customers who happily churn would also become your brand ambassadors. How? Here are few things that you need to do:-

1. Don't spam their inbox with daily newsletter.
2. Send them a newsletter once in two months.
3. Or you can also send a personalized email instead of a newsletter, if it's possible. In a personalized email, do mention about the product feedback and appreciate them that it has helped them in scaling your product to the next level.
4. Keep engaging with them via newsletter every two months.

Such kind of interactions would help you to sustain your product in the market because you already have customers or users becoming your brand ambassadors.

Good Luck...
Jessica Alter
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Jessica Alter Entrepreneur • Advisor
Entrepreneur & Advisor
Good article about how Hinge looks at "good churn"https://mixpanel.com/blog/2016/03/23/hinge-s-good-churn-connects-50-000-dates-a-week-and-unlikely-startup-lessons
Bert Sandie
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Bert Sandie Entrepreneur
Director - Game Development Excellence
Using data and analytics is highly helpful in understanding users. Collecting data such as Day 2, 7, 14 and 30 retention; churn; daily average users; Monthly average users; average revenue per user; etc. Understanding the top reasons they churn is extremely important- engagement, cost, action completed, etc
Larry Patrick Zolob
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Larry Patrick Zolob Entrepreneur
Marketing & Consulting, business development, careers blogger, entrepreneur, advisor, org hacker
The answer is this: you create a secondary reason for people to be there...which may end up being the primary reason. Hiring platforms are the perfect example. Waste of time to create one now. Companies won't consider you unless you have 500K users. Users won't sign up unless you have 1,000 companies signedup and searching. Chicken and egg. So you create a community based on something else...where people engage. Something tangential but relevant....and then you can market the community of quality awesome people to employers and charge them to get access.
Keith Brooks
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Keith Brooks Entrepreneur
Increasing B2B Engagement via Technology Evangelism ☆ Product Marketing ☆ Technology Evangelist ☆ Trainer
People become brand ambassadors or evangelists for something or someone they trust, that is helpful, that speaks to them to solve a problem others have not in a way that matches their line of thought.
Not easy and you will find that barely 1% of your customers will become evangelists and of that 1%, 10% of them will be the most vocal for you and with you. You need to engage and encourage their feedback on beta code or new ideas and plans. I work with companies to do this and each has it's own way and needs but all follow the 1% rule. Except chocolate, everyone loves chocolate.
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