When someone cancels their account they're gone, right? Toss them in the churn pile. Given the amount of time, money, and manpower we spend fighting cancellations, this frustration is definitely understandable. After all, MRR churn is just a name of the SaaS game. However, what we forget is that those customers who cancel, but still have time left on their subscription, are in a magical period where an enormous, profitable opportunity exists. In fact, just about 1 out of 2 (45.5%) of all churned customers cancel on average 3 weeks before their subscription is officially finished (as seen through examining 149k SaaS customers). If you don't have a system in place for learning from and recovering these customers, you're missing out on a huge opportunity.

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