Planning, unity and results: how Movidesk (Zenvia Service) achieved the Negative Churn mark

[shuklarani621]

Geisa Mello , Head of Customer Experience , highlights the effort made to retain customers with a task force that sought to understand the needs of all Movidesk (Zenvia Service) partners.

“More than serving, understanding”. This phrase reflects empathy, respect for customers’ needs and a different perspective on what the verb “to serve” really means. In practice, these are the differences that support the incredible Negative Churn rate achieved by Movidesk (Zenvia Service).

In order to understand the importance of this achievement, it is first necessary to understand what the word Churn essentially means: Churn, in a very general definition, is a metric that indicates the number of customers who cancel in a given period of time. In other words, Churn = total number of canceled customers.

Therefore, for a company to continue expanding , it is desirable that the number of new customers exceeds its churn rate – the rate of canceled customers. And knowing why consumers abandon a product or service is vital to achieving sustainable growth.

Movidesk (Zenvia Service) focuses its efforts on ensuring that its moj database are completely satisfied with their needs. First, by delivering a complete product with the specific features expected by each company. Second, and no less important, by having a CX (Customer Experience) team that is fully focused and united in solving everyday problems.

According to Geisa Mello, Head of Customer Experience at Movidesk (Zenvia Service), since 2019, when she took on her mission at the company, she began making moves to unify the areas and provide the best customer experience. There were many meetings and alignments to understand the main pain points, needs and how the organization's structure worked.

In partnership with CEO Donisete Gomes and other team leaders, a baseline diagnosis was carried out regarding the company's CX area. In the report, in addition to the complex world of needs identified to have a better relationship with customers from different portfolios, Geisa and her team sought out several partners to listen to demands, suggestions and understand the real desires and reasons why they continued with Movidesk (Zenvia Service).

An action that was super successful
Within a week, with several interviews carried out, Geisa already had a diagnosis of opportunities to improve the quality of CX service .

Initially, bottlenecks and areas of concern were identified that needed to be addressed within the CX team itself, in a global and structured manner. At the time, despite there already being a significant negative churn rate , with around 1,500 customers in the base, a strategy was developed to increase the number of customers and maintain this rate.

Negative churn occurs when the revenue generated by current customers, driven by plan upgrades and new licenses for customer service agents, exceeds the amount lost due to cancellations in a given period. Therefore, this is a highly desired metric for the financial health of a company.

To give you an idea, based on the indices for the years 2020 and 2021, Movidesk (Zenvia Service) reached historic churn levels with a much larger customer base. It is worth remembering that Negative Churn occurred for customers of ALL portfolios.

2020 : -1.04 average year
2021 : -2.61 average year

In December 2021, Movidesk (Zenvia Service) reached a Net Retention Rate of 141%. In other words, there was a 41% growth in revenue from the customer base.

The turning point began when Geisa, crossing information from different areas, discovered that demands were normally met reactively.

“This means that we only acted when something happened. Given the circumstances, we needed to adapt to anticipate any type of problem.”

[yadaysrdone]

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