Scoring Customer Churn RiskA Customer Use Case

An overview Israel Kloss@risraelkloss ikloss@archetypeconsulting.com

*A.k.a. “The Godfather of Web Analytics”

Jim Sterne* is concerned!He has a client with a big challenge.

Jim’s Task:Help Build a Strategy Measuring: ●Customer acquisition●Customer lifecycle●Customer churn prevention

DATA SILOS! ●Marketing Data

Problems ●Engineering Data

Problems ●Finance Data Problems

Jim digs in and his alarm bells start going off… department by department:

Jim's client has:

Let’s Dive in! Customer Churn

Prevention

1.A technical problem2.A data sharing

problem

Customers come and customers go.

What if you could know before they go?

Customer Churn Prevention

Customers are telling you their intentions.

Let’s look at some.

Customer Churn Prevention

We collected a set of data on CUSTOMERS WHO LEFT the Company.

Step 1:

Data Clarity, Collection & Cleaning

Step 2: Using that data set of churning customer

behaviors, we CALCULATE A PROBABILITY MODEL to monitor customer’s behaviors.

Calculation

(client references hidden)

But R is a bit beyond the scope of this presentation.

Here’s a peek at how the “Flight Risk” Scores (Churn Risk) can be generated

Jim is still concerned! We aren’t done!

Data Sharing

is next!

Data Sharing is Data Caring!

Using internal customer data andAPIs, we connected multiple systems across departments.Ahhh… DASHBOARDING Happiness!

Step 3: Data SharingGo Cross-Departmental

I Data Stitching

Data SharingContinuedAfter a customer completes some behavior related to churn, APIs are set to trigger unique alerts to each appropriate department.

We started DASHBOARDING CHURN INDICATORS across multiple departments. Starting with the CUSTOMER SERVICE TICKETING SYSTEM

(client name hidden)

Churn Risk Dashboard

Step 4: Dashboarding!

Next, we started MONITORING the client’s AT- RISK CUSTOMERS on social media to collect more churn data.

(client name hidden)

Dashboarding Continued

Jim Seems Happier!(But there’s a more work

to do)

What Now?Still Not Done!

●Customer acquisition●Customer lifecycleCustomer churn prevention

Customer churn prevention

What’s Next?RememberThis? ●Customer acquisition●Customer lifecycle

Jim Says “Stage 1 of 3

Complete”(for now)

Happy Customer,Happy Life.Say hi to Marcos (our happy customer).

● social Media Dashboard (Full Contact + Hootsuite)● Customer Service Integration (Zendesk)● Sales Integration (Salesforce, Builtwith & Evergage) ● Marketing Integration (Marketo, Adobe Analytics & Evergage)● Finance Integration (Freshbooks or Netsuite)● Engineering Integration (Segment.io + Evergage)

More Helpful Products (some with APIs) Considered For This Project: Keen.io, Big ML, Zapier, CloudHQ, Postman, Good Data, Tableau & Leftronics

Wrap-up:Products That Integrate Nicely

Questions?

Special Thanks to Jim Sterne for the fine photography.

Feel free to contact me with any questions:ikloss@archetypeconsulting.com