How Crayon Prevented Churn & Exceeded Retention Goals

With hundreds of accounts to manage, Crayon's Customer Success team was drowning in scattered communications. BackEngine helped them identify risks early, save time, and exceed retention targets by 11%.

The BackEngine Impact

Measurable results that transformed Crayon's Customer Success operations

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Reduction in insight-gathering time
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Retention goal overachievement
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Of Q3 renewals influenced
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Growth in expansion pipeline
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Actionable insights per week
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Major accounts saved from churn
Customer sentiment trends and analytics

The Challenge: Too Much Info, Not Enough Time

As Crayon's customer base grew, its Customer Success team began to face a critical problem: With hundreds of accounts to manage, the 11 CSMs were each spending 12-15 hours per week pulling together bits and pieces from Slack, emails, and call notes.

Important signals—like a customer frustrated with a bug or hinting they might churn—were buried in the noise, leaving leadership without the visibility they needed to make timely decisions.

The team needed a way to quickly spot issues and opportunities across all accounts, so CSMs could act before problems escalated.

Why Crayon Chose BackEngine

Crayon implemented BackEngine to organize scattered customer communications into a central system with AI-assisted meeting preparation, follow-ups, asset creation, and account insights.

This allowed the team to see which accounts needed attention, what issues were emerging, and where new opportunities existed, without the usual hours of manual research.

BackEngine signals and insights

What It Enabled

Identify Churn Risks Early

BackEngine immediately highlighted accounts showing warning signs, allowing the team to address problems before they escalated.

Save Time on Manual Research

Instead of spending 12-15 hours per week compiling information, the team could quickly understand account health and focus on actions.

Align Teams Across the Organization

Insights were automatically shared with the right people, from CSMs to product and leadership, ensuring everyone had the context they needed.

Key Results

Concrete outcomes that drove business value

Prevented Churn

The team identified and proactively addressed issues putting 2 major enterprise accounts at risk.

Exceeded Retention Goals

Early visibility into risks and proactive engagement helped Crayon surpass retention targets by 11%.

Influenced Renewals

Insights contributed to 35% of Q3 renewals, ensuring leadership could plan confidently.

Expanded Growth Opportunities

Time saved allowed CSMs to focus on account expansion, increasing pipeline by 40%.

From Reactive to Proactive

BackEngine transformed Crayon's Customer Success team from firefighting mode to strategic growth partners, with the visibility and insights needed to drive retention and expansion.

Ready to Prevent Churn and Grow Your Accounts?

Join teams like Crayon who are using BackEngine to transform their Customer Success operations.