Case study · B2B SaaS

The churn signals existed. Nobody read them together.

Enterprise CSAT lifted from 4.6 to 4.8 in a single quarter, and $480k of ARR stayed on the books.

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An office tower reflected in the glass of a neighbouring building

What came out of it

Money figures were signed off by the customer's own Finance team, and the rest come from the customer's own systems.

4.6 to 4.8Enterprise CSATMoved in a single quarter.
$480kARR heldAccounts that stayed on the books.
3 systemsSignals unifiedRead together for the first time, without adding a fourth system.

The data was never missing. The reading was.

Four things were true at once before we started.

Split

Signals in three places

Churn warnings were already being recorded across three systems. Each team watched only its own slice of them.

Hindsight

Found in the post-mortem

Every review found the warning after the account had gone. None of them found it in time.

Late

Account managers heard last

The people who owned the relationships were finding out too late to do anything with the warning.

Wrong question

Why did we lose them

The conversation was always about an account that had already gone, rather than the one going.

Three systems before, three systems after

The signals stayed where they already lived, so the count of tools a team opens did not change.

3Systems before
3Systems after

How a churn signal now reaches someone who can act

Same signals, read together, then handed to a named person with a date on it.

  1. Signal

    Three systems

    The warning signs were already being recorded. Each team watched its own slice.

  2. Joined

    One read, not a fourth system

    The three sources are read together as one picture of the account.

  3. Shaped

    A screen per role

    What a CSM sees is framed around what a CSM can do about it.

  4. Owned

    A queue with names on it

    The account surfaces with a person and a date against it, rather than in a post-mortem afterwards.

Weeks 1 to 6, in the order we built it

What we built, and when.

  1. Week 1

    Audit

    We mapped where the signals already lived and who could actually act on each one.

  2. Weeks 2 to 5

    Persona-driven views

    A CSM, an account director and an exec each open a screen shaped for what they can do about what they see.

  3. Weeks 5 to 6

    Account-review queue

    At-risk accounts arrive with an owner and a date attached, so the signal lands in front of the right person on the day it matters.

What we deliberately did not add

Most of the work here was in what stayed the same.

  • No fourth system

    The signals stayed where they already lived. Nothing new was introduced for teams to watch.

  • No extra logins

    The count of tools your teams open did not change.

  • No single shared dashboard

    One screen for all three roles would have served none of them, so it was not built.

  • No backdated heroics

    The timeline above is what we built and when.

One engagement, one claim. Nothing on this page is borrowed from another.

In the customer'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 SaaS customer

What the Week 1 audit gives you

The same first week that started this engagement.

Format

Two calls

Fixed scope and fixed fee, agreed before Week 1 starts.

Output

A written one-pager

You keep it whether or not we go on to work together.

Answer

Is your shape close to this one

That is exactly the question the audit is there to answer.

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Candour

We say so if we are not the fit

You get told on the call, not after the work has started.

One set of signals, three different jobs

The same three sources answer a different question for each role.

  1. The CSMWhich of my accounts is drifting, and what is the next move
  2. The account directorWhich accounts across the patch need me in the room
  3. The execWhere the risk sits across the book
Three screens off the same three sources. A single shared dashboard would have served none of these three well, so we did not build one.

Before you ask

Did this mean another system to log into?

No. The signals stayed where they already lived across the three systems. We changed how they are read and who they land in front of, not the count of tools your teams open.

Why is the customer not named?

Anonymised where we have to be, specific everywhere we can be. Reference calls are possible after the audit, subject to the customer agreeing.

What did this cost?

Fixed scope, fixed fee, agreed before Week 1. We give you the number on the audit call once we know the shape of the work, rather than publishing a band that would not apply to you.

Is our situation close enough to this one?

That is exactly what the Week 1 audit answers. Two calls, fixed fee, and you keep a written one-pager whether or not we work together.

Is your shape close to this one?

Two calls, a fixed fee, and a written one-pager you keep either way. We will tell you on the call if we are not the right fit.

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