On this episode, Anita Toth, the Chief Hidden Revenue Hunter at ATI, discusses churn and customer success in the B2B SaaS industry. She shares insights on common mistakes businesses make when trying to avoid churn and emphasizes the importance of building an authentic view of the product from the beginning. Anita also highlights the cost of not focusing on churn and the need to uncover hidden revenue opportunities. She discusses the limitations of NPS as a metric for measuring customer satisfaction and suggests alternative approaches. 

Tune in to learn:

• Why building an authentic view of the product from the beginning helps avoid customer surprises and reduces churn.
• How uncovering hidden revenue opportunities is crucial for increasing customer lifetime value.
• The reason NPS has limitations as a metric for measuring customer satisfaction and alternative approaches should be considered.
• Why shifting the mindset from acquisition to post-sale is essential for long-term business success.
• Why trusting intuition and listening to customer insights are key for customer experience leaders.

About the Guest:

“Anita Toth is on a mission to guide small to mid-market B2B SaaS companies to discover the hidden revenues in their customer base. She sees SaaS companies obsessing over new revenue growth, thinking it will solve their shrinking market share, cash flow issues, and to please their investors.

That’s the old way.

The new way is to dig deep into your customer base to uncover competitive advantages to fuel market growth, discover the roots causes of churn to slow down how quickly customers leave, and to uncover what makes amazing customers so you can create more of them. 

Anita’s company, ATI, uses the 𝑪𝑼𝑺𝑻𝑶𝑴𝑬𝑹 𝑹𝑬𝑻𝑬𝑵𝑻𝑰𝑶𝑵 360 system to leverage scientific research to pinpoint hidden revenue opportunities, enhancing revenue and market share by understanding customer behavior and feedback.

With this data, the ATI team crafts targeted strategies to boost Customer Lifetime Value and expand contract sizes, directly reducing churn and strengthening customer relationships.”

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