How To Reduce Churn with Salesforce Snowflake

By  //  August 30, 2022

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Not knowing much about your customers is a slippery slope for businesses. Relying on general statistics that come from dashboards and reports leaves a lot of gray area for business teams to work with. They are left to fill in the blanks about potential customers. But what if they had all the information they needed about a client to go into conversations confident they would make a sale?

They would have enriched data for high stakes clients that told them company size, annual recurring revenue (ARR), product usage, and blog posts read. Your business teams having access to this kind of information can reduce churn. And one of the best ways to reduce churn is to move data with Salesforce snowflake.

Understanding Churn

Analyzing churn means to figure out why customers have stopped using your product. This is typically done using data and churn rates. You might suddenly see a drop in usage of a certain product you sell or a high number of subscription cancellations. In order to understand churn with customers, you need the data behind it.

Most of this data is stored in data clouds like Snowflake. The problem is that your sales and marketing teams use customer relationship management (CRM) platforms that don’t have this data. Your sales and marketing teams are the ones working with current customers and potential customers.

Without the necessary data, they will not be able to know why customers stopped using your product or predict when customers might stop using your product. Therefore, they will not be able to reduce the churn with customers. However, with Salesforce snowflake, your business can get the right data to your business teams to meet the needs of customers before they go somewhere else. Some use cases moving data within Salesforce snowflake are:

 Providing lead info to executives by syncing data from your warehouse to Salesforce

■ Give product data to account managers so they have insights on product usage

■ Monitor and reduce churn by sending churn events and other triggers to Salesforce for managers to track

Start with Snowflake

First step in syncing this data is to select the data you want to send from Snowflake. There are a few different ways you can access the data you need. You can write SQL, use a Visual Audience Builder, or import your own tables and dbt models. Regardless of what avenue you choose, you are in charge of what data you want to move and what data you don’t.

Link to Salesforce

If you already have a Salesforce account, then this step is really easy. In order to send the data from Snowflake, you need to choose Salesforce from the catalog and connect using your credentials. An added benefit of the catalog is that you can move your data to many different integrations. You can send data to Salesforce and a few other destinations of your choosing.

Field Mapping

Once you link your account, it’s time to manage your mappings. The mappings dictate how the fields from your query will map to the fields in your destination. You are given the ability to create several mappings by adding and removing as you go. The fields provide drop-down list options for easy configuration. Map things like email, name, and ARR for data to go directly to your destination.

Interval Scheduling

Creating custom schedules makes getting data to your business teams easier than ever. You have the ability to schedule automatic syncs using several different basic and advanced scheduling options. Whether your business needs data syncing every hour or once a day, your data teams have the power to decide how often data syncs to Salesforce. Your sales and marketing teams will always have real-time data that help them analyze and predict churn with customers.

Results of reduced Churn

Using Salesforce snowflake can reduce churn with customers using your products. When your sales and marketing teams have the access they need to enriched data, they can understand a customer’s journey and predict user behavior before it even happens. For example, an account manager might notice that a customer is using a product’s features less and less.

They can reach out to that customer and address the concerns and provide other options before that customer cancels altogether. With access to this kind of data, your sales team can make actionable decisions to strengthen customer retention rates and create better customer experiences.

Keep your Customers

Syncing data with Salesforce snowflake can equip your business teams and reduce churn for the company. By selecting your data, connecting to Salesforce, configuring mappings, and setting up sync schedules, your company can get real-time data to your business applications. This way, your teams have everything they need to keep current customers happy and introduce new customers to your products.