Episode 27: The 5-Year Customer Model

Most companies chase new customers without realizing retention is where real growth happens. Bob Mathers joins Alex Raymond to share why the smartest businesses focus on keeping customers for five years and how the right strategy can turn retention into a competitive advantage.

 

In this episode, Bob breaks down the 5-Year Customer Model and explains why high churn is often a sign of deeper problems. Are companies setting themselves up for long-term success, or are they still stuck in outdated sales-driven models? Bob challenges leaders to rethink how they structure teams, run QBRs, and measure success. Instead of leaving retention to customer success teams alone, he lays out a case for making it a company-wide effort.

 

Bob and Alex’s discussion is a must-listen for account managers and business leaders ready to move beyond quick wins and start playing the long game.

 

Episode Breakdown:

00:00 Introduction

02:08 Bob Mathers’ Journey to Customer Success

04:52 The 5-Year Customer Model

05:03 Frustration with Customer Success Conversations

06:06 Shift from On-Prem to SaaS Models

08:10 The Burden of Generating Value

09:09 The Role of Customer Success in Long-Term Retention

11:35 The Role of Customer Success Managers

14:48 The North Star Goal: Five-Year Customer Retention

17:04 Ideal Customer Profile and Marketing Alignment

20:03 Commitment to Long-Term Goals

21:08 The Role of the CEO in Driving Change

22:02 Single-Digit Incremental Improvements vs. Mindset Shift

25:09 Core Functions, Behaviors, and KPIs

26:46 The Role of Data in Customer Success

27:18 Is a 5-Year Customer Good Enough?

28:06 The Role of the Chief Customer Officer

29:00 The Future of Customer Success and CCOs

32:32 The Role of Product in Customer Success

35:05 Optimal Structure for Customer Success Teams

39:48 Closing 

 

Links

Connect with Bob Mathers:

LinkedIn: https://www.linkedin.com/in/bmathers/

Website: https://bobmathers.ca/

 

Connect with Alex Raymond:

LinkedIn: https://www.linkedin.com/in/afraymond/

Website: https://amplifyam.com/

Podcast production and show notes provided by HiveCast.fm