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Analytics
B2B softwareCase study, anonymisedSee churn coming before the renewal.
A software company knew which customers were unhappy, but the warnings sat in three separate systems. Once they were read together, $480k of yearly revenue stayed on the books.
At-risk accounts, todaySchematic
Account 1Usage drifting
Call todayOwner: Customer success
Account 2Needs a senior voice
This weekOwner: Account director
Account 3Risk rising across signals
Review FridayOwner: Executive view
$480kYearly revenue kept: customers who stayed
4.6 to 4.8Enterprise customer satisfaction, in one quarter
3 and 3Systems before and after. Nothing new to log into
6 weeksFixed scope, fixed fee
WhoA B2B software company, anonymised
EngagementSix weeks, fixed scope, fixed fee. It began with a Week 1 audit: two calls and a written one-pager the client keeps.
BuiltOne combined reading of the warning signs, a screen for each role, and a list of at-risk accounts
Before and after
Same three systems. A different way of reading them.
Before
- Warnings sat in three systems
- Each team watched only its own slice
- Account managers heard last, too late to act
- Every review asked "why did we lose them"
After
- The three are read together as one picture
- Each role gets a screen for its own question
- At-risk accounts arrive with an owner and a date
- The question became "who do we call today"
The problem
The warning was always there. Nobody read it in time.
Customers were showing signs they might leave, and those signs were being recorded. But they were spread across three systems, and each team watched only its own slice. When a customer left, the review found the warning every time, after they had gone.
What was broken
- Warnings lived in three systems, each watched by a different team.
- Reviews found the warning only after the customer had left.
- The people who owned the relationship heard last.
- The question was always "why did we lose them", never "who do we call today".
You might be here if
- Your churn warnings are recorded, but across several systems.
- Your post-mortems find the warning every time, after the customer is gone.
- Your account managers hear last, too late to act.
- Your team keeps asking "why did we lose them".
Why it mattered. This was never a lack of data. The data was there. Reading it in time was what was worth $480k.
The approach
Read the signals together, not in one more system.
The obvious fix is a fourth system, or one dashboard for everyone. We treated it as a reading problem. The signals stayed where they were, and the work went into how they are read and who sees them. One screen for every role would have served none of them, so we did not build one.
Where the signals already lived
Signal source 1
Signal source 2
Signal source 3
woodfrog built
One combined readingThree sources read together
A screen for each roleCustomer success, account director, executive
At-risk account listEach with an owner and a date
What people can now ask
Customer success managerWhich of my accounts is drifting, and what is the next move?
Account directorWhich accounts need me in the room?
ExecutiveWhere does the risk sit across the whole book?
$480k yearly revenue kept
Deliberately not builtA fourth system, extra logins, one shared dashboard
The solution
No new system. A better view of the ones they had.
What was built
- Week 1 audit: mapped where the signals lived and who could act on each one.
- One combined reading of the three systems.
- Screens built around each role's question: customer success, account director and executive.
- An account-review list, so at-risk accounts reach an owner, with a date, on the day it matters.
- Deliberately left out: a fourth system, extra logins, and one shared dashboard.
In the client's words"It changed the conversation from why did we lose them to who do we call today. That is the whole job."VP Customer Success, B2B software client
How it ran, six weeksCustomer satisfaction moved in one quarter. Its dates against the build are not published.
Wk1Wk2Wk3Wk4Wk5Wk6
Audit
Map the signals
Role screens
Screens for three roles
Review list
Owner and date
Wk 1Wk 2Wk 3Wk 4Wk 5Wk 6
Audit
Map the signals
Role screens
Screens for three roles
Review list
Owner and date
The impact
Customers kept, with no new tools to learn.
Systems a team opens
Before
3
After
No fourth system added
The count did not change. No new logins were added.No fourth system added
3
See which customers you could keep.A short call, or record a message. A person replies within one business day.
