Unchurned - The No. 1 podcast for Customer Success The Dark Side of Obsessing Over CHURN ft. Ozge Ozcan (Forter)
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Dec 4, 2024 Ozge Ozcan, Chief Customer Officer at Forter, shares her expertise in customer experience and revenue-focused strategies. She discusses the risks of obsessing over churn, which can stifle growth opportunities. Ozge highlights the importance of hiring for curiosity and adaptability in customer success roles. She emphasizes managing churn budgets and setting retention targets, while advocating for a balanced approach that prioritizes long-term relationships. Tune in for insights on fostering collaboration and optimizing strategies for both retention and expansion.
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Dark Side of Churn Obsession
- Churn obsession can lead to prioritizing short-term retention over long-term growth and value.
- Focusing solely on preventing churn may mask deeper issues like slow decay and lack of product adoption.
Setting a Churn Budget
- Establish a clear churn budget with your finance team, broken down by customer segment.
- Allocate zero churn budget to your enterprise segment to incentivize expansion and organic growth.
Happy Ears Syndrome
- Ozge Ozcan realized her CSMs presented customers in a positive light, hiding potential problems, due to a fear of not appearing successful.
- She reframed success as minimizing surprises and encouraged open communication about risks and challenges.