Finally, we’re entering an era where tackling customer churn is seen as critical to a company’s growth.
To many of us it’s always been obvious—continuously filling a leaky bucket is my definition of insanity, especially if that hole is enormous.
Until recently, many of our customers didn’t even know how bad their customer churn rate really was.
That’s why we made it one of the first questions we ask—’do you know which of your customer accounts are about to churn?’
99% of the time, the answer is a hard “no”.
Answering this question is the power of a well setup customer churn dashboard.
Almost every company is tracking data across their touchpoints that could help with churn.
So, a solid churn dashboard should focus on bringing that data together in a way that drives visibility; gives indication of performance; and ultimately equips the customer churn leader with the tools to report and improve customer churn.
We’ve thought long and hard about what widgets and visualizations help move the needle against churn—so here are 6 of our favourite ways to visualize customer churn together with NPS.
6 Net Promoter Graphs For Your Customer Churn Dashboard
1. The NPS Lifecycle Visualization
The NPS lifecycle widget in the CustomerGauge NPS platform is a powerful addition to any retention dashboard.
The lifecycle widget utilizes the pareto principle (which, when adapted to business, states that roughly 80% of your revenue comes from 20% of your customers) to assess the health of your top customers.
It first takes a look at your highest value customers and divides them into top 80% of revenue vs bottom 20%.
Leveraging the NPS score of the surveyed accounts, it divides those customers into “at-risk of churn” (i.e. their overall NPS score is less than -20) and “safe from churn” (i.e. their overall NPS score is more than 20).
Critical to the visibility of your customer health is the last column, “unknown”. It tells you how much revenue is unaccounted for (they didn’t respond to the survey).
Would you be comfortable knowing $9.2m in revenue isn’t filling out your NPS surveys?
Answer: Absence of signal is a hidden churn signal. So, definitely not!
2. The NPS SWOT
The NPS SWOT (strengths, weaknesses, opportunities, threats) helps to visualize the opportunities your customer base represents.
The SWOT uses both the NPS score and the annual revenue of each customer to determine their place.
Here are the key categories:
Opportunity: A customer with a high NPS score but low account revenue (i.e. happy customer, ready to be upsold)
Threat: A customer with a low NPS score but high account revenue (i.e. a very valuable but unhappy customer)
With this NPS visualization in your customer churn dashboard, your team can not only focus their energy on rescuing high value customers, but they can find big opportunities to grow happy customer accounts, too.
3. NPS absence of signal
We’d rather our customers are unhappy and giving us feedback than completely disengaged.
At least unhappy customers can be listened to and their feedback acted upon (indeed, detractors are more likely than any other group to become future promoters).
Our absence of signal (mentioned in NPS graph 1) widget indicates whether a customer is disengaged or not.
By integrating several customer touchpoints (customer support, surveys, quarterly reviews) you can track whether that account is being energised throughout the year.
With this graph in your customer churn dashboard, you’ll know if an account is losing interest and can act fast to boost customer churn.
4. Average Spend of Each Loyalty Bucket
Our revenue simulator widget is an extremely valuable addition to any customer churn dashboard.
It shows a snapshot of your company’s financial health by tying the score of your customer to the annual revenue they bring in for you.
The effect shows you how much of your overall annual revenue sits with promoters (safe) vs detractors (at-risk of churn) so you can turn up to your management meeting with clarity on why CX needs investment this year.
We’ve also added a slider so you can simulate the impact of converting more detractors into promoters (a great way of getting buy-in for CX transformation that helps your churn goals).
5. Visualize the drivers of churn
Our fleet of NPS driver widgets include waterfall charts, loyalty charts, scatter plots and other tables.
Once you, or your NPS software, has calculated the contribution of each driver to the overall NPS score, an NPS driver segmentation is a great way visualize it.
The chart below shows that the ‘customer support’ touchpoint is a controversial one, contributing significantly to the responses of both promoters and detractors.
By identifying the root cause of customer dissatisfaction, you can start ACTING to improve customer churn.
6. Close the loop on churning customers
Our research on closing the loop clearly shows that the faster you follow up with unhappy customers, the better your customer churn rate is.
Your customer churn dashboard MUST show how your team is performing on closed-loop targets.
We’ve built a whole suite of widgets that help you manage this performance. Each is designed to drive visibility, set S.M.A.R.T goals, and push forward your customer churn efforts.
Note: If you’d like to learn more about how we help companies to obtain customer feedback, analyze results and implement customer churn-boosting best practices, reach out to our sales team for a demo here.
Customer Churn Dashboard FAQs
What is a customer churn dashboard?
A customer churn dashboard is your visual homebase for all your customer experience and churn efforts. It needs to track key performance metrics around customer churn—like churn rate; churn rate; and Net Promoter Scores for each account.
However, in a good customer churn dashboard, we also suggest that you include detailed insights on leading factors of customer loyalty as well, things like closed-loop rate; customer engagement signals and the drivers of customer loyalty this month.
Why is customer churn important?
To answer this question properly, I’ve roped in an expert on customer churn—our very own Ian Luck, VP of Global Marketing at CustomerGauge.
(He’s been driving flagship customer churn reduction campaigns for over a decade and was key to product development at CustomerGauge.)
Here’s Ian’s answer to why customer churn is important:
“Ever wonder how companies develop inhuman growth rates year over year? Turns out, they're masters at minimizing customer churn rates. In fact, these companies usually have triple digit net churn rates and beyond.
Avoiding customer churn is an often overlooked way to maximize growth.
But there are benefits beyond growth. With stellar churn rates comes brand ambassadors that will talk about your brand every chance they get—driving more and more net new revenue opportunities.”
There you have it: low churn = strong revenue growth + more referral opportunities.
We hope you got some great inspiration from our widgets! Reach out to us for questions you have here.