Chapter 5

Do customers leave in the last month, or day one?

Khách bỏ đi vào tháng cuối, hay từ ngày đầu?

The chapter's question

How do I learn early that a customer is about to not renew?

Big idea

The renewal decision forms throughout the year, not in the final month.

In this chapter

  1. Part 5.1

    Declining Usage Signals

    How has this customer's number of active users changed over the months?

  2. Part 5.2

    When the Buyer Changes

    What happens when the person who chose the product leaves the customer's company?

  3. Part 5.3

    Documented Value

    Does the customer have numbers proving the product helped them?

  4. Part 5.4

    Reading Why They Left

    What reason did departed customers give, and what was the real one?

The reading for this chapter is inside Conan School

This chapter has 4 readings, with case stories and exercises. Chapter 1 of The Buyer Is Not the User is free to read right here.

Read in Conan School

Chapters of The Buyer Is Not the User

  1. 1.Is the customer one person or a whole department?
  2. 2.Is the person who signs the person who uses it?
  3. 3.Do features that sell also make customers stay?
  4. 4.Is building for one big client still building a product?
  5. 5.Do customers leave in the last month, or day one?