About a year and a half ago, "30% of our calls were just not working." Will kept his champions by over-communicating — "here's what we've done, here's what we think the issue is" — and by refusing to charge for broken service: "we're not gonna make you pay for stuff that's not working."
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Will says he doesn't remember the exact words, but the approach was "as much communication as you possibly can" — telling customers what they'd done, what they thought the issue was, that they were rolling it back. The decisive move was on billing: "we're not gonna charge you for it, we're investing in the long run, we're not gonna make you pay for stuff that's not working." That "went a long way" and kept the customers on. One of them now pays "like $78,000 a month," and if they'd left early, "we'd have lost a big chunk of our revenue."