Where is your customer base leaking revenue?
Most mid-market companies chase new logos while the growth they already paid for quietly drains out the back. Fifteen statements. Answer honestly rather than aspirationally, and you get a read on the five gears that decide whether your existing customers keep paying, pay more, or leave.
Protect
Keeping the revenue you have already won.
I could name our ten largest customers right now and tell you which of them is at risk.
When a long-standing customer goes quiet, somebody notices and acts on it within a week.
We know what losing a customer actually costs us in dollars, not in percentage points.
Simplify
How hard it is to reach a person who can decide.
A frustrated customer can reach a human being with real authority in under five minutes.
Customers always know whether they are dealing with a person or with a system.
We have removed steps from the customer’s experience in the last year, not added them.
Amplify
Growing the accounts you already have.
We have a deliberate process for growing revenue inside existing accounts, not just renewing them.
Our people know what else we could sell each customer, and it is not guesswork.
More of our growth came from existing customers than from new ones last year.
Compound
Relationships that produce more the longer they run.
We can point to specific revenue that came from customer referrals in the last twelve months.
Our longest-tenured customers are also among our most profitable.
Someone owns the relationship with each major account, and it is not only me.
Transcend
Being difficult to replace with a cheaper option or a machine.
If a competitor matched our price tomorrow, our customers would still stay.
Our front-line people are allowed to override the system when judgment says they should.
We have decided, on purpose, which parts of our customer experience will never be automated.