21, Feb 2024


H2: Understanding Customer Churn: A Vital Element to Success

Every business, without exception, encounters churn - when customers abandon or stop using their products or services. It is widely acknowledged that retaining an existing customer costs less than acquiring a new one. Moreover, it is far easier to prevent a customer from leaving than it is to win them back after they have already left. Consequently, cultivating customer loyalty has become a top priority for all brands. Consequently, comprehending and mitigating churn plays a pivotal role in achieving success.

H3: How to Gauge Customer Churn

Customer churn, also known as customer attrition, happens when customers decide to discontinue using a company's products or services. Typically, there are early indications or signs that could have been identified via churn analysis before customers choose to churn.

Churn analysis entails examining both operational insights (e.g., reduced purchase amounts, declining repeat purchases) and customer feedback (e.g., Net Promoter Score) to identify potential early warning signs of churn. For instance, a customer who has shown a decline in recent visits and provides a Net Promoter Score of 7 after their latest shopping experience may have an increased likelihood of churning.

To delve into your customer's journey and understand their experiences, soliciting relational feedback is an excellent starting point. You can leverage these requests to assess and diagnose the key drivers behind customer satisfaction. Once this is achieved, you can proceed to measure transactional experiences, such as post-purchase or post-support follow-ups. This helps you gain a clearer understanding of where you might have detractors and formulate a plan for follow-up. Finally, you can map out the entire customer journey and measure pivotal experiences along the way. This aids in identifying areas that require improvement to provide your customers with the best possible experience.

H3: Anticipating Customer Churn

Once you have an in-depth understanding of your customers' interactions with your brand, you must combine it with operational data, such as repeat visits or credit card usage. This amalgamation helps identify the key factors that drive customer churn and enables you to make predictions. Utilizing state-of-the-art deep learning and neural networks, Qualtrics Predict iQ empowers you to forecast individual customer behavior, allowing you to take proactive measures before it is too late.

Qualtrics Predict iQ facilitates the accomplishment of four essential elements in churn prediction and prevention:

  1. Grasping the underlying drivers that contribute to customer churn

  2. Identifying at-risk customers automatically

  3. Establishing thresholds for prompt action based on the likelihood of churn

  4. Easily generating tickets and taking immediate action for closed-loop follow-up

It all commences with constructing a model. You can select your desired outcome variable, such as churn, and Predict iQ will examine patterns in operational data (e.g., return visits, credit card usage) and combine them with experience data (e.g., satisfaction, likelihood to recommend). This comprehensive perspective enables you to pinpoint customers who are prone to churn, facilitating proactive intervention to prevent churn.

H3: Preventing Customer Churn

Once you have predicted the likelihood of churn for a particular customer, the next crucial step is to respond to their needs attentively. Predict iQ assists in the creation of alerts and tickets for customers in various stages of dissatisfaction with your products or services.

For example, you can implement a target that necessitates the resolution of all tickets for customers with an 80% likelihood of churn within 24 hours. Whenever a survey reports a low score, and the churn threshold is triggered for a customer, Qualtrics automatically generates a ticket, demanding specific attention and immediate resolution.

Moreover, Qualtrics' action-planning module empowers you to do more than merely react to customer grievances; it allows you to leverage insights gained from the closed-loop process to drive system-wide improvements that circumvent customer issues altogether. Through this module, employees can collaborate, assign tags, set deadlines, and offer step-by-step guidance. In this manner, you can effortlessly preempt potential problems before they have the chance to arise.

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