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Marketing and Customer Success Team Up to Take Down Churn

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Part of the Customer Success Summit On-Demand Series

When you’re at a company experiencing rapid growth it can be incredibly exciting, but churn can halt you in your tracks. Bigcommerce, an ecommerce platform for high-volume businesses, knows this all to well. They realized that despite the incredible success they were having bringing on new customers they had a challenge with customer retention. In the rapidly evolving ecommerce space it’s easy for companies to change solutions if they are not seeing success. This meant they had to get ahead of the game and drive a proactive approach to customer success.

To do this they took a look at their current client experience and figured out what needed to be changed. Because of their diverse client base they knew they needed to leverage data and automation to be able to better scale their client experience. Totango was able to provide them with great insights into where their customers were in their journey and by integrating with their HubSpot instance they could automate processes based on the data they had. In addition, they were able to evaluate their customer base so they could be more focused and targeted with their marketing efforts. Hear Meg Murphy, CMO & VP Client Experience at Bigcommerce, explain how they improved customer retention by getting the Customer Success and Marketing teams to work together.

Watch the full session from Customer Success Summit

Lessons learned along the way

1. Get an executive sponsor: At Bigcommerce it was the CEO who championed Net Promoter research as well as drove customer experience as a company wide initiative.

2. Be prepared for surprises: Just because it’s always been done one way doesn’t mean it’s the right way. Question even your most fundamental beliefs and be prepared to be surprised.

3. It gets worse before it gets better: Change is hard! If it wasn’t we would see many more people doing it, however if you have to believe you are doing the right thing then see it through.

4. Stay strong: Hang in there! There will be some uncomfortable conversations that you have to endure but it will be worth it.

5. Data rules, no opinions: Support you decisions with data and evaluate if you are moving in the right direction. By relying on data to drive you, you can avoid those frustrating debates that are based on opinion.

6. Integration is tough and critical: Tools are important to amplifying your impact but integration is key. Look at solutions that can work together so you can leverage their combined power.

7. Automation is worth it: In order to scale you need to rely on automation. Take a look at the entire customer journey and determine where you can automate your processes and what requires human interaction. Even automating small processes can make a big difference.

8. Start sooner rather than later: There is no time like the present so get a move on! If you are unsure about what the next step is for your organization, take a look at these Customer Success Maturity stages to see where you are and how to move forward.

See all of the sessions from Customer Success Summit here:

Jill Rubin

Jill is a senior marketing and business development executive with experience leading successful teams in both large companies and startups. She has taken companies from early stage to strong revenue growth and propelled established businesses to industry leadership positions.

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