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Stop Studying Failure!

You can't learn to make customers SUCCESSFUL by studying FAILED customers


Think about it -->


The most popular method for analyzing churn is the Exit Survey. But it's a trap! Why?


It seems obvious that if we…


• Ask customers why they churned,

• Identify the most common reasons, and

• Fix the big problems


...then surely fewer customers will churn!


But that's not what happens.

It doesn't work.

Churn never goes down.


This drove me crazy. I couldn’t understand why this doesn't work.


I eventually discovered the answer which is based on this one simple truth:


**Customers don't leave because they have a reason to leave. They leave when they no longer have a compelling reason to stay.**


As long as we focus on our FAILED customers, we will never understand why customers SUCCEED.


What we need to understand is not why customers leave. We need to know...


--- WHY DO CUSTOMERS STAY? ---


That's why we need to STOP STUDYING FAILURE --> and start STUDYING SUCCESS!


So, how can you do that?

Begin by focusing on your most successful customers. These are the customers who are getting results - NOT necessarily the "happy" customers.


Get them on a call and explore with them:

- What results are important to them?

- How do they measure success?

- What did they DO to get results?


I think you'll find that, although your customers are very different in many ways, there are just a few behaviors they share in common that are essential to getting good results with your product.


This is powerful knowledge: understanding how customers achieve results. I call it: CUSTOMER EXPERTISE.


And this expertise is your most valuable asset because it's what drives customer results. And customer results drive retention!


The Second Law of Customer Retention says that:

Customers achieve results because they change their behavior.


Armed with this powerful expertise, you're now in a position to help all your customers get results by teaching them what they need to DO to win!



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