Retaining customers is all about story.
When you buy a recurring product or service, you tell yourself a story at the moment of purchase that this is the best decision I can make for my business right now.
...yet for many recurring services, 3 months later, your story turns to this was a mistake.
You see, the story someone tells themselves is constantly in flux.
What they believe true today, may not be true tomorrow.
When a customer signs up for a recurring product or service, they start off with a belief that this service will help them.
As an entrepreneur, it is your job to consistently reinforce and support that original story.
This is the function of Customer Success-
To keep a person's story about your business positive through both value-based action, education, and persuasion.
Because as soon as the customer's story drifts to the thought that the original story I had about this service is NOT true, that is when they churn.
Your business is telling a story to its customers.
Not just at the point of purchase.
But every single day.