Become great at customer retention

Make customer retention your number one growth channel

This course will teach you how to define and identify retention points for your customer base, how to slow down or flatten churn, and how to improve retention long term.

Online course:
Customer retention for subscription products

By Val Geisler,

Customer Evangelist @ Klaviyo

Course length: 3 hours.

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English subtitles Certificate included

When it comes to growing SaaS companies, most people are following a traditional, top-down approach and using demo requests as the main way of qualifying new business.

What separates the top 1% from the bottom 99%?

Retention.

For SaaS companies, the term “growth” often means acquiring new customers, doing biz dev, and building out a sales and marketing team. But what about the customers you’ve already attracted?

This course will teach you how to define and identify retention points for your customer base, how to slow down or flatten churn, and how to improve retention long term.

Course overview

Retention is the most underrated growth channel

Stop letting your churn rate keep you up at night. Start focusing on retention efforts instead. Retention activities are the secret to increasing your customer lifetime value (CLTV)… and the number of zzzzz’s you can catch on a regular basis.

In this course, Val will teach you everything you need to know about why retention leads all other growth strategies…and how to maximize it.

In just 6 short online classes, you will be able to

  • Know the difference between good and bad retention
  • Identify the keys to really great retention
  • Implement strategies that will positively affect your churn rate
  • Learn how to improve retention long term

This course will teach you how to define and identify retention points for your customer base, how to slow down or flatten churn, and how to improve retention long term.

Alex B.

CXL has helped me tremendously in my journey to become the best digital marketer I can be.

It has opened my eyes to the capabilities of tools like GTM and Google Sheets. You guys have humbled me by teaching me that there’s so much more to learn!

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CXL is just the best place to grow for a marketer. I learned more in a few months via CXL than what I learned in 8, 9 months on my own.

Laura B.

The content is insightful, actionable and doable.

I appreciate the range of topics and the talent and expertise of the presenters. I’ve grown more as a marketer in the last several months than I had in years before.

This course is right for you if…

  • You want to find ways to grow your MRR without hiring a sales team.
  • You measure customer churn rates as a KPI for your role.
  • You have struggled identifying retention blindspots in your overall customer experience.

This course is probably not for you if…

  • You’re not a SaaS or subscription model-based company
  • Your churn rate is at a number that doesn’t concern you in the slightest.
  • You think the only key to growth is new customer acquisition.
  • You can’t influence the relationship your brand has with your customers

Skills you should have before taking this course

This course is suitable for everyone, but it helps if you have:

  • A working knowledge of your current churn rate.
  • The ability to impact the customer experience (through email, app-based UX, collecting data via surveys, etc.).
  • A basic understanding of how churn affects a business focused on monthly recurring revenue.

Skills you will master

Customer experienceCustomer journeysMeasuring retentionReducing churn rateRetentionSegmentation

Val Geisler

Customer Evangelist @ Klaviyo

Val has been obsessed with customer experience since her high school cashier job at the local Target store.

From retail to events and now software, Val has seen it all: the good, the bad, and the ugly.

As an email marketing strategist, Val combines her background in customer experience, content creation, and digital strategy. Nothing brings her more happiness than helping businesses unblock the way they connect with their customers.

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Your full course curriculum

Retention: The most underrated growth channel

1 Retention = revenue

Learn the ins and outs of retention, how to define it, and ways it can impact your business. Topics covered: What is bad/good/great retention?How to calculate your retention rateThe monetary payoffsUntapped growth opportunities Resources Slides Supplem

2 The early bird gets the retention worm

Retention begins the moment your customer signs up. Learn about how you can impact Week 1 retention. Topics covered: What the aha! moment has to do with retentionHow to impact retention from Day 0Getting your customer to early adoption Resources Slides

3 For best results: segment

Creating a personalized new user experience based on where they are in their customer journey can create a lasting effect on retention and reducing churn. Learn the ins and outs of segmenting for the greatest impact. Topics covered: What you need to kn

4 Beyond the first 90 days

Learn how to build retention strategies into every interaction with your customer, no matter how long they’ve been around. Topics covered: Creating habits around the core values of your productBuilding in opportunities for feedback that mattersGetting

5 Slowing the curve

Retention is not always about new features. This lesson will teach you how to slow down or even flatten the retention curve outside of product development. Topics covered: How to lead a feature refinement projectIdentifying and gaining retention hooks

6 Measuring and improving retention long term

Quantitative and qualitative data impact retention rates. Learn how to identify those areas of opportunity and use them to refine your churn busting efforts over time. Topics covered: What data to look at when considering what makes a customer churnThe

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Learn Customer Retention: FAQ

Who is this course for?

This course is for you if:

  • You want to find ways to grow your MRR without hiring a sales team.
  • You measure customer churn rates as a KPI for your role.
  • You have struggled identifying retention blindspots in your overall customer experience.

Some careers that will especially benefit from this course are customer retention manager, CS manager, marketing manager, account manager, product manager, or digital marketer.

What will you learn?

After taking this course, you will:

  • Know the difference between good and bad retention
  • Identify the keys to really great retention
  • Implement strategies that will positively affect your churn rate
  • Learn how to improve retention long term

What does the course include?

Our Customer Retention training includes 7 lessons, 4 downloadable resources, 3h 00min of video material, several assignments, and a final exam.

Are subtitles available for the lessons?

Lessons have English subtitles and transcriptions available.

Will I receive a certificate of completion?

After taking this course, you will receive the Customer Retention Certification from CXL, with credentials that you can add to your LinkedIn profile.

What is the refund policy?

All plans come with a 7-day refund period .

How long will it take for me to finish it?

This is entirely up to you – it’s how many study hours per week you can put in. This course is 3h 00min long.