A "Happy Customer" has three elements, ranked in the order of priority:
- Usage. A Happy Customer should be actively using the product. This the first requirement. See prior post on working with Growth Hackers to get Happy Customers.
- Referrals. A Happy Customer should be a great evangelist.
- Paying. To me, payment is the last requirement, and not the first requirement. I have seen too many customers churn, despite even a large payment, if there is no usage. At the same time, very active usage will ultimately drive payment.