Overview:

Decrease in activity is a clear indicator of churn. Key to this is identifying the maximum drop off areas in your customer lifecycle and targeting these users before it’s too late. Do this via any channel your users are reachable on - email, browser push, sms, push notification etc.
The key to such prediction is abilility to track and segment users who could be tagged as 'about to churn'. From the RFM segmentation definition, these users who could be defined as those who were active in the past but have reduced their browsing/transaction frequency in the recent past. The second piece in reducing churn is the selecting the right channel to engage on. Automatically selecting the right channel in real time and triggering targeted messages at scale remains a challenge.
This journey showcases how predictive user selection and personalisation can be automated.

Industry:
Subscription Services

Use Case:
Predict and reduce churn with automation

Segment:

'About to Churn' - Users with atleast 10 sessions in the last 2 months but 0 sessions in the last 2 weeks.

Events:

logged_in

WebEngage.Track(‘logged_in’, {

/*string*/
“Email” : dummy@dummy.com,
“Name” : Dummy,
“Contact” : 123456,
“Industry” : e commerce,
“Acc_created Date” : 12/12/17,
“Acc_created time” : 16:00
“Last login date” : 16/12/17
“Last login time” : 14:00
“Country” : India
“Plan” : Free

/*Number*/
“MAU” : 50000,
“Phone number” : 9842657921
“Number of sessions” : 6

/*Boolean*/
“On website” : 1
"On mobile" : 0,
“Newsletter subscribed” : 1
“Account_verified” : 1

})

Step-by-step explanation:

1. Journey is triggered when a user enters the segment - 'About to Churn'

2. Workflow check if users is reachable on mail.

2.1. If yes, send current market updates and upsell your features on email.

2.2. Workflow waits upto next 1 day for that user to login (initiate a new session via repeat visit to the web/mobile app).

2.3. If the user makes a repeat visit, send a welcome back message on email.

2.4. On timeout, send another email on ‘what can we do for you?’ asking for feedback on specific interest categories for the user.

3. If user is not reachable on email, check for reachability on web push for the same user.

3.1. Trigger a web push on current market updates and upsell your features for that user.

3.2. Workflow waits upto 1 day for the user to initiate a new session (by making a repeat visit).

3.3. If the user makes a repeat visit, trigger a welcome back message via browser push.

3.4. On timeout, send another web push on ‘what can we do for you?’ asking for feedback on specific interest categories.

Pro-tip:

- You can choose to reward scores in this journey as well.

- The journey trigger can be dependent on a lot of things like: customer satisfaction or complaints, customer support cases opened, invoice payment frequency, the number of customer webinars attended, etc. The goal is to break-down customer behaviour and to identify those signals with a bigger impact on customer churn.

Need help with activating this journey? Drop a mail at support@webengage.com with your query.