Case Study · B2C SaaS · Hospitality Tech
From bleeding customers as fast as they gained them, to cutting churn in half.
HeyYou was growing. New café customers were signing up every month. But churn was keeping pace with acquisition, and revenue wasn't compounding. Here's how Accentric.io restructured their customer success function and changed that in two quarters.
Reduction in monthly churn within two quarters
Users on the HeyYou platform
Café customers across Australia
Timeframe to meaningful results
The Challenge
Good acquisition. High churn. Revenue not compounding.
HeyYou had built a strong product and a growing brand. Café owners were signing up. But almost as many were leaving each month, and the business couldn't figure out why.
The problem wasn't the product. It was what happened after the sale. The post-sales team, covering onboarding, account management and renewals, was working hard but without clear ownership. Roles overlapped. Accountability was blurry. Account managers weren't sure what "a great customer interaction" even looked like.
Dormant customers were quietly disengaging. Nobody had a system to spot it early, let alone bring them back. Leadership could see the churn number. They just didn't have a clear line of sight into why it was happening or what to do about it.
What We Did
Structural clarity before tactics.
Ash worked directly with HeyYou's CEO and CFO to diagnose the breakdown across the post-sales function. The engagement wasn't about adding more tools or running more campaigns. It was about getting the fundamentals right first.
- 01
Role restructure across sales, onboarding and account management
Defined clear ownership for each stage of the customer journey. Removed ambiguity about who was responsible for what, and when.
- 02
Account manager scripts and interaction frameworks
Built practical, repeatable scripts so AMs knew exactly how to open conversations, identify risk and drive value in every customer touchpoint.
- 03
Customer success playbooks
Documented the full customer journey, from onboarding to renewal, with clear triggers, actions and escalation paths at every stage.
- 04
Customer experience design
Mapped the end-to-end experience a café owner has with HeyYou. Identified where friction was causing drop-off and rebuilt those touchpoints.
- 05
Re-engagement of dormant customers
Identified customers who had gone quiet and built a structured approach to bring them back into active engagement.
"We were growing but bleeding at the same time. Ash helped us understand exactly where the breakdown was happening, and more importantly, how to fix it."
The Outcome
Churn halved. Dormant customers reactivated. The team had clarity.
Within two quarters, the results were visible across the business. Monthly churn dropped from roughly 40 customers per month to around 20, a reduction of approximately 50%. Dormant customers who had stopped engaging started coming back. Account managers had a repeatable system and the confidence to use it.
Perhaps most importantly, leadership had visibility. For the first time, the CS function was structured, measurable and no longer reliant on individual heroics.
Drop in monthly customer churn within two quarters
Dormant customer re-engagement, previously zero structured approach
Clear role ownership across sales, onboarding and account management
Account manager confidence and consistency in customer interactions
The Takeaway
Churn is rarely a product problem.
HeyYou's situation is more common than most founders realise. Strong acquisition masks a retention problem until the numbers stop adding up. By the time leadership notices, months of revenue have already slipped away quietly.
The fix isn't always a new tool or a bigger team. Often it's structural clarity: making sure the right people own the right moments in the customer journey, and that they know exactly what to do when they get there.
That's what Accentric.io does. Not consulting from the outside, but working directly alongside your leadership to build something that runs after we're gone.
About HeyYou
- Industry
- B2C SaaS, Hospitality Tech
- Platform users
- ~60,000
- Customers
- ~1,500 café partners
- Location
- Australia
- Engagement
- Fractional Account Management
- Timeframe
- 2 quarters (~6 months)
Services Delivered
- Post-sales team restructure
- AM scripts and interaction frameworks
- Customer success playbooks
- Customer experience design
- Dormant customer re-engagement
Seeing yourself in HeyYou's situation?
Growing but not compounding. Good acquisition, high churn. Take the free Account Health Check and see what's actually happening in your post-sales function.