Unlock Customer Happiness: The Key to Sustainable Growth

What you want is that initial 35 to be super happy, to keep growing and adding new accounts. But you don't want to rip them off. You don't want to make it hard for them to leave. If you make it easy for folks to downgrade, they'll stick with you. If you make it in fact even easy to leave. If they have to leave, it increases the odds they'll come back later. You don't know why customers leave, even if they lead to a competitor. If they leave happy, you've got a shot at getting them if the competitor screws something up or the champion changes. So even though finance folks and others will tell you differently, burn down the gates to leaving. Let your customers go. If they want to downgrade or they want to cancel, thank them. Thank them for betting on you. Thank them for at least remaining a customer. Make it easy. Don't make them embarrassed. Don't hide the button. And that will ultimately get you the higher customer lifetime value. Okay, three more points and then we'll break.