As a growing SaaS company Acme was focused a lot in growing customer base. Sales and Marketing took lot of time and assuming existing customers are happy with product was a reasonable thing to do.
However, Acme had usage analytics in place to monitor login activity every week. During one of these reviews the team noticed gradual drop in usage by the largest customer. Operations team reached out to Client/Account team to assess the situation. They learned that client users have started using an alternate product and yearly contract will not be renewed.
Analytics helped ACME predict customer churn and be prepared for the impact much before the event happened. This also presented an opportunity to recover customer.
Action:
Analytics may not deliver insights when they are built but regular monitoring will provide early warning signs to something that can be prevented.
Note: This is real use case and name of the company changed for confidential purposes.