What departments or team members use Brightback?

Churn and retention is a team sport making Brightback an excellent tool for Product, Marketing, Support, Success, Revenue, and Finance teams to align on saving customers and collect insights on why customers cancel, how to prevent churn upstream, and the direct impact canceling (and saved!) customers have on MRR. Here's a breakdown of how each team benefits from Brightback.

Marketing

Customer retention is often owned by Marketing, and Brightback is a critical time to spread messages of potential discounts, incentives, better fit plans, and other brand messages one last time before your customer heads out the door.

With Brightback Insights, misalignments in messaging and positioning can also reveal themselves with the Needs category on Insights report. Getting an uptick in responses that your product or service doesn’t meet your customer’s needs could mean your positioning and messaging isn’t resonating with the right audience.

Customers canceling for missing features on features you do have? It happens! Drilling down on Comments section for the Missing Features reason gives you the knowledge needed to double down on your product marketing efforts so customers stay informed of what your product or service can do.

Support

33% of Americans say they’ll consider switching companies after just a single instance of poor service, and US companies lose more than $62 billion annually due to negative support experiences. Support Leaders can keep an eye on customers canceling for negative support experiences to measure the success of their support teams. Not only that, but Brightback helps support team engage with customers canceling for negative experiences on the spot to help turn around customer support issues that may otherwise go under the radar.

Brightback also helps reduce manual load on support teams. For businesses that route canceling customers to support before allowing a cancel, Brightback has a matched success rate for saving customers without the load on support. The freed up time from automating customer saves allows your support teams to focus more time and energy on giving excellent support to customers before the point of cancel.

Success

Not only does it help customer success teams combat churn and save canceling customers at their end-of-lifecycle, but it helps Success teams learn how to improve the overall customer experience upstream to make sure things never get to that point. Keep an ear to the ground for who never got set up and needs help with onboarding, or when larger customers may need some extra TLC.

By routing low-value customers through Brightback to save automatically, Success teams can focus on high value customers. We've seen Brightback customers increase their ARPU for saved customers by 78% by reducing load on support and success by 50% with this approach!

Product

Every subscription service should have an exit survey for canceling customers, that’s just basic best practices. Brightback takes that exit survey and aggregates the data into beautiful, easy to read reports to collect customer feedback on missing features, pricing, reliability, and overall product satisfaction. Keep an ear to canceling customers to help inform how the product needs to shift so more people stay. Not only that, but Brightback fits seamlessly in with your product and requires minimal engineering effort, so you can center your time and resources around more valuable features for customers.

Finance

You may know all the trends in how much you’re losing to churn, but Brightback helps you plan the budget to fix it. Put a dollar amount on specific problems to reveal how much it's costing, and therefore how much it would be worth to fix. Losing $150k due to customers never getting setup? There’s a good reason to hire an onboarding specialist! Unearthing canceled accounts from negative support experiences? Allocate resources to staffing your support team so everyone can deliver top notch customer service every time.

Having a better handle on trends for what % of churn is not preventable vs. the kind of churn you can fix by changing around the budget makes it easier to prepare for the losses you can’t prevent and fix the ones you can.

In other words - just about everyone!

Build a culture around learning from customers and every part of the business improves. Knowing what causes your customers pain, and how to fix it, promotes alignment on building a product your customers love.