Most churn doesn’t happen at renewal, it happens 6 to 18 months earlier when a customer quietly decides to leave. By the time your 60-day renewal playbook kicks in, some of those customers are already working with a competitor. That gap is why so much churn seems to come out of nowhere, and it’s the focus of a new episode of Account Management Secrets, where host Alex Raymond sits down with Natasha Narayan, CEO and Co-Founder of IcebergIQ.
Natasha has conducted more than 3,300 customer and buyer interviews at IcebergIQ for B2B companies, digging into what really drives churn, renewals, and buying decisions. Today, she helps companies hear what customers say to a neutral third party but rarely reveal to their account manager. In one study, 62% of the lost-deal reasons a client had logged in its CRM didn’t match what buyers told Natasha’s team.
In this episode, Natasha covers:
The one question that exposes renewal risk six months before the renewal date
Why 36% of former customers agree to an interview simply to help the vendor
How price increases and upsells can trigger churn
And more…