Intercom co-founder Des Traynor explores how to think about keeping your product valuable. | Summary and Q&A

TL;DR

B2B sales companies should continuously engage with their customers to prevent churn and stay ahead of their competitors.

Key Insights

• ⚾ B2B sales companies should never take their customer base for granted and should always monitor behavior patterns to avoid churn.
• 👨‍💼 Defining activity levels and engagement based on the behavior of top-performing users can help businesses establish benchmarks.
• 👨‍💼 Understanding the root causes of customer departures enables businesses to address issues effectively and prevent further churn.
• 💞 Learning, evolving, and adapting are necessary to consistently improve customer engagement.
• 👨‍💼 Cheap and quick tactics do not guarantee long-term success; businesses need to focus on genuine learning and improvement.
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Transcript

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Questions & Answers

Q: What is the danger of assuming that recurring customers will continue to do business for a long time?

While the business model may predict long-term customer retention, the reality is that customers can leave for various reasons, such as finding a better product, getting bored, or experiencing a change in their use case.

Q: How can businesses define activity levels and engagement?

To define activity levels, businesses can analyze the behavior of their best-performing users. By identifying the actions these users take, such as sending messages, adding friends, or uploading content, businesses can establish benchmarks for engagement.

Q: What is the recommended approach when customers start to leave?

Instead of spamming them with messages, it is more effective to understand the root cause of their departure. This involves examining factors such as competition, pricing, user experience, and alternative products that may attract customers away.

Q: How can businesses consistently improve customer engagement?

A growth mindset focused on continuous learning, adapting, and improving customer engagement is crucial. Understanding patterns, analyzing customer behavior, and addressing issues promptly can help businesses retain and engage customers effectively.

Summary & Key Takeaways

• B2B sales companies should not take their revenue for granted and should always be aware of the behavior of their user base.

• Understanding patterns of user behavior, such as increased activity over time, can help identify potential issues and predict churn.

• When customers start to slip away, it is essential to learn the root cause and address it proactively instead of spamming them with messages.