The Experience step captures behavioral dimensions of the customer’s experience, like content engagement and satisfaction. Content engagement and satisfaction are indicators of the value a customer is getting from their subscription, and a useful means of distinguishing between customers.
Key Performance Goals
Higher recent engagement
This step allows you to categorise subscribers by recent engagement. So a key goal is decreasing the number of users who fall into the ‘Low’ & ‘None’ levels over the past 30 days.
Higher average daily engagement
Another KPI to use here is the average number of subscribers engaged day-to-day. If your content engagement tactics are having an effect, then this number will gradually climb over time.
Days engaged (of past 30)
One of the most important distinctions between customers is how often they actually engage with content. Use ‘pre-churn engagement’ as a reference here, as engagement itself has different implications.
Individual NPS scores
NPS is one of the more direct indications you can get of a customer’s commitment to your service. High raters can be champions for your platform, low raters should be engaged for feedback.
Segment Actions To Use
Customers with higher risk engagement levels
This does not necessarily mean low engaged customers, it also means customers with engagement levels that are more typical prior to churn.
Action: Depending on whether high or low engagement predicts risk, trigger engagement with upcoming content (for high) or current popular content (for low).
Very highly engaged monthly customers
You can use your own definition, but by default ChurnIQ defines this segment as customers engaging > 15 of the past 30 days.
Action: These customers are more likely to think that an annual offer makes sense, so suggest upgrading to them. Use discounts experimentally to see what works.
Customers submitting low NPS scores
Low NPS raters represent a high churn risk in a subscription context.
Action: Given the heightened churn risk, a one-off free or heavily discounted month is justified. Seeking customer feedback will also be appreciated.