Context First: Why Customers Renew, Expand, or Leave: The OVE Framework

Most customer teams spend significant time managing onboarding, adoption, support, and renewal processes. Yet many still struggle to predict which customers will grow, which will stay, and which are quietly heading toward churn.

In this Context First session, customer success advisor Brian Hansen will introduce the OVE Framework: Outcomes, Value, and Expectations. Drawing on more than 15 years building and leading post-sale teams, Brian will explore why these three elements have an outsized influence on customer retention and expansion, often more than the activities and metrics teams spend the most time managing.

You'll learn how customers evaluate success through the lens of outcomes achieved, value realized, and expectations met, and how gaps in any one of these areas can create risk long before a renewal conversation begins. Brian will also share practical ways to operationalize OVE across the customer journey so teams can identify opportunities earlier, strengthen customer relationships, and create more predictable growth.

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Whether you work in customer success, community, onboarding, account management, or revenue leadership, you'll leave with a practical framework for understanding the signals behind every renewal decision and turning them into action.

Speakers

Brian Hansen

Founder & CEO @ Brian Hansen Consulting

Joshua Zerkel

Head of Marketing & Community @ Gradual

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4:00 PM - 4:30 PM GMT

July 22, 2026

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