In the first article of this three-part post, “Reducing SaaS customer churn – Part I (The problem)”, we looked at why customer churn – and its related metrics, customer acquisition costs (CAC), monthly recurring revenue (MRR) and customer life-time value (LTV) – are so critical to SaaS business success. We also saw how churn can vary based on where one sits on the SaaS model scale, which ranges from “no-touch” web self-service to “high-touch” feet-on-the-ground enterprise sales.
In this second post we’ll review the various types of churn metrics, try and assess the current levels of churn and finally examine the main reasons why some SaaS customers don’t renew their subscriptions.
[Read more...]