Realizing the potential for digitization in the physical economy, Motive (formerly KeepTruckin) was born — an IoT data platform that connects vehicles, equipment, and facilities to the cloud, enabling customers to automate their operations and grow without compromising safety, productivity, and profitability.
John Gleeson, the company’s VP of Customer Success, says, “We noticed early on that if we took great care of the end customer, they would eventually pull us into other market segments and help us grow. I joined Motive at an early stage when the company had about 5 customer success reps. Today, we’ve scaled that number to 120 customer success reps responsible for onboarding and retaining over 125,000 unique customers and counting.”
The Challenge: The rising wave of renewals and free users
While Motive had prioritized retention efforts from day one, their dependence on the workforce turned out to be a resource blocker.
Even with intense hiring, handling a wave of renewals for all their subscribers and mitigating the off-chance of cancellations becomes a challenge.
Additionally, they had to understand how to best address the needs of their various customer segments, such as multi-vehicle fleets and sole proprietors (drivers).
The Solution: A retention workflow to understand and manage churn closely
They balanced their workforce with the right automation to make their retention efforts more capital efficient. This was especially important given the pandemic and the current turbulent macroeconomic situation.
Found a way to retain their customers during the pandemic, a tool to help them deliver the right offers by being able to experiment with different offers rapidly. For instance, measuring the impact of various discounts on customer retention.
Developed accurate processes for renewing and deflecting cancellations.
Analyzed data to get insights into why customers wanted to leave.
Clarity in developing enhanced retention strategies to convert free users to paid users.
The Results: Significant growth through retention
Motive ensured they renewed customers during the pandemic by experimenting with and offering concessions.
While Motive was undoubtedly growing, partnering with Chargebee Retention helped them grow faster and more cost-effectively.
They built a retention and cancel workflow that helped them closely track and understand customer churn.
With the help of data analytics, they were able to bring structure into solving customer problems in real-time, thereby improving their retention rate.
By being proactive about customer retention, Motive showcased incredible growth in the SaaS industry by growing 80x in 3 years.
San Francisco, California