Dear SaaStr: A Big Customer Paid But Doesn’t Use Our Product. Should I Count Them as Churned?
SaaStr
MAY 23, 2024
Dear SaaStr: A big customer payed for a year but doesn’t use the product. Should I just mark them as churned? No. Instead, what you should try to do is renew them, especially in the enterprise. I’ve had many customers, especially big old customers, get excited, plan and buy … and then for internal reasons, deployment got pushed out. Many of them never used the product at all in Year 1.
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