Background

bexio is Switzerlands’ leading SME administration software with more than 80'000 small businesses already using their SaaS platform to have more time for what's really fun, do their accounting almost twice as fast and reduce administrative effort by more than a third.

As a mature B2B SaaS company with 8-figure ARR, they faced a significant challenge in customer retention. Historically, customer renewals were a no-brainer, but by 2024, economic pressures had changed the landscape. Even happy customers were requesting discounts, and customer success managers (CSMs) found themselves in increasingly difficult engagement & negotiation situations.

In response, bexio's leadership team of Pilar Martin (VP of Customer Success) and Eugene Kuizon (Team Lead Customer Success), recognized the need to transform their approach. They partnered with SalesPlaybook to equip their team with the right mindset, skills, and processes to improve win-back rates and reduce churn.

Situation

• Business Context: bexio, a well-established SaaS company, was facing an increase in customer churn and discount requests, even from satisfied customers.
• Market Challenges: Economic shifts in 2024 made customers more cost-conscious, leading to increased cancellation threats.
• Internal Challenges: While onboarding processes were strong, long-term customer engagement was declining. The team needed to shift from a reactive to a proactive retention strategy.

Pain

• Customer Perspective: Customers were disengaging or seeking discounts due to perceived lack of value or financial constraints.
• Internal Challenges:
  
  • Helplessness among CSMs: Many believed that once a customer had decided to leave, there was little they could do.
  • Reliance on Email Communication: Written responses failed to capture the full context of customer concerns.
  • Lack of a Structured Playbook: The team lacked a standardized framework for handling discount requests and re-engaging customers.
  • Mindset Shift Required: Calling unhappy customers was intimidating, leading to resistance within the team.

Impact

• Negative Impact of Status Quo:
  
  • Increased churn and revenue loss.
  • Low confidence among CSMs in handling win-back conversations.
  • Inefficient written communication leading to misunderstandings and lost opportunities.
• Potential Positive Impact of Change:
  
  • Improved retention and win-back rates.
  • More meaningful customer interactions, leading to higher perceived value.
  • A motivated and empowered Customer Success team.

Critical Event

‍bexio’s leadership recognized that without intervention, their win-back rate would continue declining. They decided to bring in SalesPlaybook to drive a structured approach to customer retention. The goal was to increase customer retention by 25% over six months by shifting to a call-first culture and equipping the team with negotiation and engagement techniques.

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‍Execution

• Developed a Call-First Culture:
  
  • Encouraged CSMs to respond to written cancellation requests with phone calls.
  • Reframed discount conversations to focus on value rather than price.
  • Created a mindset shift: calling was not about "saving" a customer but understanding their needs and finding common ground.
• Implemented a Customer Engagement Playbook:
  
  • Standardized conversation frameworks to uncover the real reasons behind cancellation requests.
  • Taught CSMs to ask powerful questions that shifted discussions from price to value.
• Introduced Performance Tracking & Coaching:
  
  • Measured call volume vs. win-back rate to demonstrate impact.
  • Conducted group workshops, peer coaching, and individual coaching to reinforce learning.
  • Encouraged psychological safety, ensuring team members felt comfortable experimenting and failing.
• Cultural & Team Development:
  
  • Celebrated wins with a “bell” system when customers were successfully retained.
  • Created space for dealing with difficult calls (e.g., “punching balls” to relieve frustration).
  • Encouraged feedback from CSMs, fostering a sense of ownership

Data & Results

• Win-Back Rate Increased by 25%: Over six months, bexio saw a consistent upward trend in customer retention.
• Higher Engagement & Team Confidence: CSMs became more comfortable with direct customer conversations, reducing reliance on email.
• Reduced Discount Requests: By shifting discussions from price to value, bexio minimized unnecessary discounting.
• Stronger Customer Relationships: Many customers appreciated the proactive approach, leading to a more positive sentiment and fewer complaints.

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Summary

Key Takeaways & Recommendations For Companies Facing Similar Challenges:

1. Shift from Email to Phone Conversations: The human connection significantly impacts customer retention.
2. Equip Teams with a Structured Playbook: Give CSMs a framework to navigate difficult conversations confidently.
3. Emphasize Psychological Safety: Encourage teams to experiment, learn, and grow without fear of punishment.
4. Measure What Matters: Track call volume, engagement levels, and retention rates to reinforce positive behavior.
5. Invest in External Perspective: Neutral third-party coaching helps bring fresh insights and break internal biases.

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Who Should Consider This Approach?

‍✅ Companies with strong teams who believe in their people.
✅ Organizations with a clear retention or win-back challenge and a commitment to fixing it.
✅ Customer success teams struggling with low engagement, churn, or excessive discounting.Who Might Struggle?
❌ Teams unwilling to change or embrace feedback.
❌ Organizations looking for a quick fix without a clear goal or strategy.
❌ Leaders who don’t trust their teams or foster psychological safety.

‍Final Thoughts:

‍bexio’s transformation was not just about winning back lost customers—it was about building a customer-centric, call-first culture that empowered CSMs to engage more deeply, reduce churn, and drive long-term growth.

‍This case study proves that even in a digital world, real conversations still matter.