Do you ever feel like you’ve been closely paying attention to metrics and then you ask yourself … why?
Sometimes, it can be easy to lose sight of why you’re doing what you’re doing in the first place. But one metric you don’t want to forget about is churn rate.
Also called customer attrition rate, churn rate is the number of customers who stop using your product or service over time.
This is a big one.
Sure, the MO is normally all about how to get new customers—but holding on to customers over the years is the real key to long-term success.
So even as you seek to attract new customers, make sure you don’t forget about your current customer base. You need to continue your efforts with current customers as enthusiastically as you do with new customers in order to prevent churn. Here’s how:
1. Educate Immediately
It’s pretty simple: Your customers can’t keep using your products or services if they don’t know how to.
Often, customers churn simply because they are confused. This can happen if they feel like they don’t know how to fully tap into the potential of your product to fulfill their needs and get the value they want.
This is why it’s so important to educate your customer.
From the very beginning, you need to provide good-quality educational materials that help your customer learn how to successfully use your product or service. This can be tricky because you need to not only clearly demonstrate the full value of your product and all its features but do it in a way that educates, inspires, and engages your customer.
AirDeck can help you do that.
A powerful document narration platform, AirDeck is an effective and unique way to share information about your products and services with your customer base.
It’s about going beyond what a standard PowerPoint deck can do.
With AirDeck, you can create tutorials to easily walk customers through difficult concepts by adding audio and/or video narrations to any of the 210+ file formats that AirDeck supports—Keynote, Microsoft Word, Google Docs, etc.
This kind of narrated content helps your customers understand the ins and outs of your product. And when they understand your product better, they can get more value out of it, which spells higher customer satisfaction and a lower churn rate.
2. Communicate Often
When it comes down to it, the key to reducing churn is all about making sure your customers feel comfortable with your brand and are informed about your products and services.
It starts with education—but it doesn’t end there. Regular communication also plays an important role in customer retention, and you need to be proactive about it.
Good communication is about more than just responding to customers when they ask for help; it’s about consistently reaching out to your base throughout the entire customer journey (and beyond) to make sure they always feel like they have the support they need.
These frequent touchpoints are tangible demonstrations that you care about your customers and are truly invested in their success.
But not just any form of communication will do.
Let’s be honest: People aren’t always happy to be on the receiving end of a cold call. Many people are sick of scheduling video conferences. And inboxes already abound with emails—new messages are likely to be forgotten or even ignored.
AirDeck helps you communicate the right way.
When you create a presentation in AirDeck, you can seamlessly send it with just one simple link to give your customers immediate real-time access to your content. You don’t have to send a bulky email attachment. They don’t have to download anything. No one has to worry about syncing up over different time zones.
With AirDeck, you can easily reach out to your customer base to offer your help and support—but in a way that’s convenient for them. This makes your customers feel supported but not suffocated—which will definitely make you a brand that they’ll want to stick around with.
3. Ask for Feedback
Next to confusion, another big cause of customer churn is frustration.
The last thing you want to do is make your customers throw up their hands in despair. But this can happen when they’re having a hard time working with your product, or worse—when they need support and they feel like no one is listening to them.
But how can you know how your customers are feeling? You have to ask.
One way to get your customers to answer the tough questions is with surveys.
In AirDeck, you can easily add surveys to your content to get a snapshot into what they’re thinking and feeling.
Simply create survey slides right in your deck. You can even record audio alongside your questions to add greater depth to your survey. This way, you can get the inside scoop directly from your customers so you can drill down into each customer’s unique response to understand exactly what they’re thinking about your products and services.
With this information in hand, you can get a better understanding of your customers’ needs so you can adapt as needed to accommodate them and keep them from churning.
4. Analyze and Learn
Finally, it’s important to remember that sometimes, churn happens.
Not every customer will stay with you forever. While that is certainly not the ideal scenario, when it does happen, it can be a great learning opportunity for you and your team—but you need the right tools so you can learn your lessons the smart way, not the hard way.
AirDeck gives you those tools.
With tracking and data analytics capabilities, AirDeck unlocks access to in-depth analytics for all the content you create and send through the platform. In your personal AirDeck dashboard, you can precisely evaluate customer engagement to check out things like: what content your customers viewed; when they viewed it; how many times they viewed it; where they viewed it from; what they clicked on, etc.
These insights are what changes the game when it comes to customer churn rates.
Because you can see exactly when customers started engaging less with your products, you can identify potential weak points in your customer experience and make the needed changes moving forward so you can prevent other customers from churning.
Remember that it’s not just new customers who need your attention. To stop the churn, don’t forget to focus on keeping your current customers happy.
