EP23 | Eleanor Dorfman - Faster is not always better: How Segment improved retention by adding friction to their onboarding process

Today on Churn.fm we have Eleanor Dorfman, Head of Customer Expansion at Segment.

We talked about Eleanor’s unique background and how she transitioned from a career in law to education and finally settled in the tech startup world.

Eleanor also gave us insight into how Segment planned their current onboarding process, how adding friction to their onboarding lead to higher retention, and the most surprising thing they found that caused churn.

We also discussed why customer retention is a team sport, and how customer success starts at the beginning of the sales process and not after a sale has been made.

As usual, I’m excited to hear what you think of this episode and if you have any feedback I would love to hear from you. You can email me directly on Andrew@churn.fm. Don’t forget to follow us on Twitter

Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.