Case Study: Copper achieves better retention and lower churn with Brightback

Copper Tested Two Cancel Experiences And Found A 96% Lift By Simplifying

Copper, the CRM for G Suite, wanted a better way to understand and reduce customer churn as it scaled. The team was spending too much time handling manual cancellation requests, lacked a clear way to segment and assess why customers were leaving, and needed a more personal approach to retaining both high-volume self-service users and higher-value accounts.

Using Brightback, Copper tested single-tier and multi-tier cancel experiences, mapped customer data from Totango into Brightback, and served dynamic offers based on segment and usage. Brightback helped Copper increase deflection by 15.4% with the single-tier flow, reduce complaints, and nearly cut support ticket resolution time in half through automated Slack alerts and real-time visibility into cancellation activity.

Copper

Carl Nightingale

Customer Success Operations