Maximising Revenue Through Customer Retention: Insights from Vypr COO, Tasmin Sibbald

In a world obsessed with acquisition, Tasmin Sibbald, Chief Operating Officer at Vypr, makes a compelling case for focusing on the often-underestimated engine of growth: customer retention.

While attracting new customers is essential for market expansion, retaining existing ones is not only cheaper, it’s more powerful. “Customer retention is critical for sustainable growth,” says Sibbald. “It’s an easier route to revenue and comes at a fraction of the cost of acquisition.”

Sibbald emphasises that retention should not be siloed within customer success teams—it must be a shared goal across the entire organisation:

• Sales: It starts here. Sales teams must understand the customer’s business objectives and reasons for buying, then pass that insight to customer success to drive long-term satisfaction.
• Marketing: Marketing keeps the relationship warm, ensuring brand engagement remains high and uncovering upsell opportunities.
• Product: The product must evolve to meet customer needs. Feedback loops between users and product teams are essential to ensure relevance and value.
• Support & Finance: Even operational areas play a role. Smooth invoicing, frictionless processes, and responsive support help maintain trust and satisfaction.

Vypr takes a structured yet flexible approach to customer engagement. Each customer growth partner follows a defined lifecycle of meetings, complete with agendas, ensuring consistency without limiting individual judgment.

This process offers more than organisation; it fuels insight. “When it’s recorded in a system, you can track where each customer is in their journey and take corrective action,” explains Sibbald.

One of Vypr’s standout practices is its quarterly customer health scoring. Each client rates the product, the service they receive, and value for money. These scores are monitored closely to:

• Spot training needs
• Identify product development gaps
• Uncover dissatisfaction early—before it leads to churn

This system allows teams to proactively address issues and tailor solutions to customer needs. “If a score is low, we dig deeper and respond, whether it’s training, communication, or a missing feature.”

Where many companies treat customer success as a junior role, Vypr takes the opposite view. Their customer growth partners average 10 years of experience in their clients’ industries.

“They understand our product, but more importantly, they understand the world of our customers,” Sibbald says. “That’s why we have a Net Promoter Score of +75.”

This deep domain expertise builds trust, adds strategic value, and makes each interaction more meaningful, critical for long-term relationships

Retention starts with a great first impression. For Vypr, onboarding isn’t just a box-ticking exercise, it’s a moment to empower customers.

“There’s nothing more frustrating than not knowing how to use a tool properly,” says Sibbald. “They need to know how to make the most of your product if they’re going to stay.”

Beyond onboarding, ongoing access to high-quality support ensures customers never feel stranded.

Vypr tracks a suite of retention metrics to stay ahead of risk and opportunity:

• Churn Rate: Who’s leaving and why?

• Customer Value Retention: What percentage of revenue returns from existing customers?

• Net Revenue Retention: How well are you expanding within your current base?

By slicing these metrics by customer type and success partner, Vypr gains actionable insight into both individual and systemic performance.

Tasmin Sibbald’s retention philosophy is clear: long-term growth comes from keeping the customers you already have and helping them get more from what you offer. When every department contributes, backed by data and strategy, customer loyalty becomes one of your greatest revenue drivers.

In an era where SaaS growth is increasingly judged by profitability, not just pipeline, customer retention isn’t just smart, it’s essential.

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