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Managing churn among thousands of customers on your platform can be challenging. journy.io employs signals to consistently assess the likelihood of churn for each user and account. This article offers an example of what a playbook designed to address this situation might look like.
Preliminary assumptions
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The concept revolves around initially identifying qualified accounts. In journy.io, the following steps should be taken:
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In general, we also recommend you to check out general information about playbooks. See Anatomy of a Playbook
Anatomy of the retention playbook
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We will be constructing a playbook designed to engage with promising trial accounts, addressing both converting and non-converting accounts. The final playbook will take on the following structure:
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Entry Condition
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The entry condition for this playbook, checking if an account is likely to churn, comes down to:
Checking if the account is in stage 'Customer'. This could elaborately be a paying stage such as 'Standard', 'Pro', 'Enterprise'....
Checking if the account has a churn score that is higher than a certain threshold. e.g. 75%
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Main actions: Notification and User actions
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Once churn candidates are established, there are a few things we could contemplate to do:
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A Slack popup will appear where you will be entering Slack channel, personalized message and a message color.
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Add all users from the churn candidate account to a HubSpot static retention list
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We are going to reach out to all users from this churn candidate account. To do this, start with adding action icon (+) and choose system action 'User action'.
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HubSpot will now do the necessary to start sending drip campaign emails for as long as those users are in that retention list.
Create a churn case for the customer success team
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Finally, we want to make sure the customer team takes a closer look at that account, while mails are being send. We therefore will be adding a 'Create case' action through pressing the icon (+).
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You now can start defining actions when goal is reached (Trial PQA converted to paying customer) or when not reached (Drip campaign did not work, Trial PQA is still a trial of churned)
Goal-reached actions: Notification
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The moment you PQA became a customer, Goal-reached actions will be triggered. You here mainly want to clean up and notify your peers about a new customer.
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This is practically the same sequence as the previous Slack notification:
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Goal-not-reached actions: Add manual follow up task for CS
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Whether your customer actually churned or a churn risk remains, let's tell the CS team.
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Ands set up the task details.
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Tip: Need help with your Playbooks?
Reach out to our support team
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or book time to make it online
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