Case Study

Reducing Churn at Scale

How Exclaimer Achieved 1,000 G2 Reviews and Cut Churn Risk with Hook

"With a company with 60,000 logos, I need to find the needle in the haystack and out of the box Hook did it."

— Jim Turner, SVP of Customer Experience, Exclaimer

Rated 4.8 out of 5 on G2

About Exclaimer

Exclaimer is a signature management software company specializing in consistent email branding solutions. With over 60,000 logos and approximately 8 million users, Exclaimer serves a diverse range of enterprise, mid-market, and SMB customers. The company’s platform has evolved from a basic disclaimer tool to a robust cloud solution, offering visually engaging, on-brand email signature banners and additional branding capabilities.

Exclaimer’s mission is to maximize the value customers derive from their branding interactions within email communication, making each touchpoint visually impactful.

Challenge

As Exclaimer grew, customer success became even more central to its strategic objectives, evolving from a “nice-to-have” into a critical business component. However as the company scaled, managing customer renewals and churn risks became increasingly challenging.

Like many organizations, Exclaimer needed to provide precise churn forecasts and renewal insights to the board, yet found their board reports were static and insufficient. They lacked the tools to deeply understand customer behavior and how to identify high-risk accounts making it difficult to answer questions about renewal risks, customer engagement and churn trends.

Solution

To address these challenges, Exclaimer implemented Hook. Hook empowered the team with real-time data on customer engagement and renewal risks, enabling easy, visual insights into churn forecasts and at-risk accounts. Being provided with instant visibility into renewal risks completely transformed how the team at Exclaimer were able to take action.

Exclaimer were now able to view metrics such as revenue at risk and which customers were up for renewal. The platform also showed specific customer behaviors that indicated potential churn, such as changes in billing frequency or recent inactivity. These were the insights that enabled the team to easily share an accurate forecast in board meetings, providing confidence in the data presented.

Additionally, Hook supported Exclaimer’s initiative to boost its presence on G2. By leveraging Hook’s insights and collaboration features, Exclaimer’s customer success and customer marketing teams successfully gathered 1,000 customer reviews in just four months, significantly enhancing the company’s reputation.

Impact

Beyond operational improvements, the team at Exclaimer used Hook to transform their customer-centric strategy and enact organisational success. By providing real-time insights and proactive risk management capabilities, the platform enabled the team to:

Identify at-risk accounts before they reached critical stages
Monitor customer health with greater clarity
Respond to potential issues within minutes, not days
Provide leadership with reliable customer retention forecasts
Drive successful marketing initiatives, including their 1,000+ G2 review milestone

For Exclaimer's leadership team, Hook delivered what many platforms promise but few achieve: actionable intelligence that drives measurable business outcomes.

"It's transformed the way we run the team, the business and given me much more confidence in our base. Hook is the next level of customer relationship management."

– Exclaimer

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