Customer Revenue Risk· CASE STUDY
Three key accounts cancelled within one quarter, despite high satisfaction scores.
Three key accounts cancelled within one quarter. NPS and usage data looked normal. Sales suspected price pressure and prepared discounts.
95 conversations with decision makers, users and former customers showed that after a product update, business units lacked a feature for reporting to their executives. Users were happy. Budget owners were not.
The reporting feature was prioritised, and key-account teams started regular conversations with budget owners, not just users.
Two further at-risk key accounts renewed. The discount campaign was stopped.
We had been talking to the wrong people.
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Anonymised example.
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