Dear Customers,

We hope you're well!

Loss and customer churn are inevitable in any business, even for historically successful ones. While it's never pleasant to see customers leave, it's crucial for businesses to identify the triggers behind these losses and address their root causes.

Root cause analysis is a process management technique whereby a business analyzes the root cause of a problem or constraint it's facing to address negative triggers. It involves identifying and defining the problem, gathering data and evidence, identifying possible causes, and testing each cause against the evidence to obtain the ultimate root cause. Many businesses manually examine causes one by one, often collecting reasons from users for each problem that arises. But this examination process takes a lot of time and unfortunately isn't often backed by data.

A decline in revenue is a serious issue for any business, and suggests there have been consecutive losses in terms of deals. To understand the trend and trajectory of this issue, you can build a cohort chart with RCA values.

Attracting and converting a lead is itself a complex process, and most businesses allocate portions of their expenses to marketing their products in order to convert their leads. Despite these efforts, if the acquired leads are lost, the business will incur two types of losses: no return on the marketing costs, and a loss of potential business with those leads. Thus, businesses can use a simple chart to analyze the factors that are causing the leads to walk away.

That's all about RCA in VoC for now. Each day at Zoho CRM, we're developing VoC to address countless niche requirements that involve customer feedback and behaviors. If you have questions, comments, or feedback around these topics, we'd be happy to hear them. Please drop them in the comments section. Let's connect!

Saranya Balasubramanian