Why Your Customers are Churning and What You Can Do About It
Hosted by: Adam McQueenAdam is joined by Natasha Narayan, CEO & Co-Founder at IcebergIQ, for the first-ever in-person recording of the Competitive Enablement Show from Klue’s downtown Vancouver office!
IcebergIQ is a consultancy that helps B2B software companies learn and improve their Go-To-Market strategies through candid conversations with their customers and prospects, like churn analysis and win-loss interviews.
She chats with Adam about what makes churn analysis so valuable, some of the differences between win-loss analysis and churn analysis, the importance of leadership alignment, and how one bad customer experience can sour the relationship forever.
Key Moments:
01:05 – What is IcebergIQ and how was it founded?
03:14 – What is churn analysis?
05:15 – What is the difference between win-loss and churn analysis?
07:41 – Churn analysis insights as competitive intelligence
11:00 – Getting buy-in with cross-functional partners
12:44 – Getting the most out of your churn-analysis interviews
15:20 – Example of churn analysis questions
16:24 – How does churn analysis support competitive intelligence professionals?
18:49 – A surprising result from a recent churn analysis
21:36 – Common examples of churn analysis insights
24:44 – What department should own churn analysis?
28:46 – Using internal intel to inform churn analysis
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