Dooly CEO Kris Hartvigsen Dooly Head of CS Ellie Hutton

1. How to Maintain >140%
Customer Retention
Secrets to reducing churn through relationships
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Kris Hartvigsen
CEO
Dooly
Ellie Hutton
Head of CS
Dooly

2. SaaS Industry
Benchmarks
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3. Customer Churn
SaaS industry average: 4.79%
Dooly: 2%
Net Retention Rate (total revenue - revenue churn)
SaaS industry median: 100% (90% = good for SMB, 125 = good for enterprise)
Dooly: 129%
Net Promoter Score (NPS)
SaaS industry average: 41 (40 = good, 50 = great, 65 = milestone)
Dooly: 65
SaaS Retention Benchmarks
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Sources: https://recurly.com/research/churn-rate-benchmarks/,
https://www.klipfolio.com/metrics/saas/net-revenue-retention-rate

4. Customer Churn
SaaS industry average: 4.79%
Dooly: 2%
Net Retention Rate (total revenue - revenue churn)
SaaS industry median: 100% (90% = good for SMB, 125 = good for enterprise)
Dooly: 129%
Net Promoter Score (NPS)
SaaS industry average: 41 (40 = good, 50 = great, 65 = milestone)
Dooly: 65
SaaS Retention Benchmarks
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Sources: https://recurly.com/research/churn-rate-benchmarks/,
https://www.klipfolio.com/metrics/saas/net-revenue-retention-rate

5. Customer Churn
SaaS industry average: 4.79%
Dooly: 2%
Net Retention Rate (total revenue - revenue churn)
SaaS industry median: 100% (90% = good for SMB, 125 = good for enterprise)
Dooly: 129%
Net Promoter Score (NPS)
SaaS industry average: 41 (40 = good, 50 = great, 65 = milestone)
Dooly: 65
SaaS Retention Benchmarks
Do not place text, or graphics
in any of the red space
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Sources: https://recurly.com/research/churn-rate-benchmarks/,
https://www.klipfolio.com/metrics/saas/net-revenue-retention-rate

6. You can *doo* it, too.
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7. Earn the right to grow!
Necessary for PMF & PLG.
Be one persona’s favorite.
Be Customer First
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8. Vision, Goals and Good Humans
● Rally company around customer-centric PMF + growth goals.
● Define clear vision and path to get there.
● Make metrics visible.
● Help everyone know their impact.
● Beware of department silos and jerks.
● Invest early in product and CS. Do not place text, or graphics
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9. Delight! Build human connections
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10. Invest in data early.
Instrument your product properly.
Get a single source of truth.
Self serve.
Need clean data for your board,
metrics, segmentation, signals,
experiments, and billing.
Data … go geek out
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11. Build Repeatable Playbooks
No “slipping through the cracks.”
Avoid churn with processes:
✅ Develop playbooks for new to renew
✅ Standardize your CX delivery
✅ Nail internal handovers
✅ Separate to AM for “hard conversations”
✅ Reminder: Easy data for risk signals! Do not place text, or graphics
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12. If it’s not working...
Go back to step 1.
You didn’t put the customer at the center.
P.S. It’s okay to let non-ICP customers go.
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13. 1. Be customer first.
2. Set a vision, goals, and be good humans.
3. Delight! (ahem, *doolight*) to build human connections.
4. Self-self internal data.
5. Build repeatable playbooks.
If it’s not working. Go back to #1.
For >140% customer retention...
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14. THANK YOU
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