Industry:
B2B SaaS
Service company
Surfe
Size of customer base
30.000+ users
Key products/services offered
AI-Driven Customer Success, Churn Reduction, Personalization
Introduction
In the hyper-competitive world of B2B SaaS, Surfe faced a familiar scale-up challenge: more customers, larger deals, and just two CSMs trying to stay ahead of churn. “We were growing fast,” said Myles Philgence-Leslie, Customer Success Manager at Surfe. “But it became clear—we couldn’t keep managing accounts with spreadsheets and Slack alerts.”
Surfe’s customer success team was relying on homegrown rule-based signals, piped into Slack channels, to detect engagement spikes or churn risks. But as usage data multiplied, signals got lost in the noise. “We had no visibility into patterns. Messages were missed. It was reactive. We needed precision.”
That’s when they discovered Churned—a retention engine that didn’t just alert them to risk but learned from behavior and adapted outreach in real-time.
Problem statement
“I don’t send generic emails anymore. A champion gets a ‘thank you + beta test’ message. An inactive user? They get training videos and a check-in. That’s RFV in action.”
Our strategy
Initially hesitant about adding another platform, Myles built a business case that prioritized impact over cost. The key? Churned’s low lift and rapid onboarding—no drain on Surfe’s already busy RevOps or engineering teams.
Churned’s integration team helped tailor Surfe’s setup with:
Custom onboarding filters to track 90-day user journeys
Bulk task creation to trigger outreach at scale
Dynamic license usage tracking to spot underutilized accounts
On-demand segmentation exports to fuel campaign tools instantly
“It’s like I got an AI co-pilot. I used to check every account one by one. Now I start my day with a ranked list of who needs attention—and why.”
Partnership-Driven Product Development
Surfe’s implementation wasn’t just plug-and-play. It was collaborative customization. When Surfe needed new filtering and task features, the Churned team didn’t say “no”—they said “when.” These improvements have since benefited the wider Churned community.
“It feels like we’re building the platform together. We asked for features—and they showed up fast.”
Health Scoring That Understands Context
One moment stood out to Myles. He spotted what looked like a churn risk—until Churned flagged it as a temporary dip, not a trend. The system compared the account’s behavior against its own historical baseline and against other accounts, automatically calibrating the health score.
“That was the ‘wow’ moment. I realized Churned wasn’t just tracking metrics—it was thinking.”
Final Verdict: A Machine Consultant for Retention
When asked to summarize Churned’s value in a single sentence, Myles didn’t hesitate:
“Churned is a machine consultant and guiding star for your revenue retention and expansion objectives.”
Today, Surfe doesn’t just respond to churn—they prevent it. Their CSMs are more strategic, their outreach is more personalized, and their time is spent on accounts that actually need them.
