The Money That Stays
Who this book is for
Người làm chăm sóc khách hàng (customer success) ở doanh nghiệp Việt Nam bán phần mềm, dịch vụ hay giải pháp theo hợp đồng định kỳ cho khách doanh nghiệp: nhân viên phụ trách vài chục tới vài trăm tài khoản, trưởng nhóm nhỏ, hoặc người đầu tiên làm nghề này trong công ty; liên lạc với khách chủ yếu qua Zalo, thư và cuộc gọi.
Sound familiar?
- Each team member gives a different retention figure.
- Cannot distinguish churn from downgrade.
- Counting churn by logos hides large accounts leaving.
- Contract data sits with accounting and the team cannot access it.
After reading, you can
Help customer success staff calculate and explain retention metrics from their own contract data.
Each chapter answers one question
Chapter 1: Is retention a feeling, or is it money?
What number does my company use to measure retention?
Revenue retained is the closest measure of customers seeing value.
Chapter 2: The software calculates it, so why should I?
How do I calculate revenue retention from start to finish?
Only when you can calculate it by hand in a spreadsheet do you understand the number the software gives you.
Chapter 3: Could a healthy retention rate hide customers leaving?
What is the retention number hiding?
An average rate can hide a group of customers leaving en masse.
Chapter 4: Is renewal forecasting science, or educated guessing?
How much money comes up for renewal next quarter, and how much is at risk?
A renewal forecast is a list of contracts coming due, each with a reasoned judgement.
Chapter 5: Does leadership need more numbers, or fewer?
How do I present retention metrics on one page?
The leadership team needs trends and causes, not every number.