Mauricio Quiguela

So the tip here is don't look at churn.

Look at what we call revenue leakage.

Revenue leakage is everything that make us lose money.

We can reduce sales, we can lose money.

For instance, if I'm trying to charge a credit card, after five days, we suspend the customer.

After 30 days, we cancel the subscription.

It's a churn.

so that's a financial problem we're not talking about marketing we're not talking about sales and then we need to go to the financial department and set a goal for them probably they need to change the payment processor or to add new payment methods or whatever so we were selling brazil brazil accepts accepts different payment methods if we don't accept pics or or bank slip for instance

probably we're not going to be able to sell to all of B2B companies.

In the US, it's a little bit different, but for larger accounts, we need ACH.

If I'm just doing credit card, probably I'm going to lose those customers, you know.

So, and to solve the problem, what we did was to first map all the processes, all the journeys of our customers.

And after we met all of them, we had to understand if there is a standard procedure, but we can change that word procedure to behavior.

Is there a standard behavior of our customers that we can identify what journey is?

And what can we do with every journey?

So can we control this journey or this trigger or this KPI?

Can we set triggers to it?

Who is involved to solve this problem?

Who is watching it?

Because the guys from marketing are concerned about generating leads.