Managing customer churn
To combat customer churn, brands may identify shoppers who have not purchased anything from their restaurant in a set number of days (like 30 or 60) as being “at risk of churning,” then send them a win-back campaign and discount to try to get them to come back; however, if customers recognize this pattern, it is easy for them to wait the 30 or 60 days until they receive their win-back discount before making their next purchase, losing the brand money.
Instead, our machine learning tool provides personalized cutoff times for each customer that you can leverage in a win-back campaign. You will know what life cycle stage all your customers are in on any given day! This makes it easy to automate a win-back campaign for customers that are determined to be at risk of churning.
Our tool does this by providing Life Cycle Segments to utilize in your campaigns. You can even see an explanation for why each customer is placed in each segment within their individual customer profile.
What are Life Cycle Segments?
Life Cycle Segments are determined by a live, personalized timeframe for when each individual customer is in their life cycle. There are three Life Cycle Segments: Active Customers, At Risk Customers, and Churned Customers. These segments are automatically created.
You can easily use these segments to identify customers who are at risk of churning, use our tools to combat and decrease your churn rate, and improve your ROI on marketing campaigns targeting churned customers.
There are three Life Cycle Segments:
Active Customer: These are customers that have recently made a purchase. Their most recent purchase is in the same timeframe as 80% of their other purchases.
At Risk Customer: These customers are at risk of churning. Their most recent purchase is outside the timeframe of 80% of their other purchases.
Churned Customer: These customers have churned. Their most recent purchase is outside the timeframe of 100% of their other purchases.
Where can I find these Life Cycle Segments?
Segments for Active Customers, At Risk Customers, and Churned Customers appear within the Segmentation section of Consumer Marketing under the Active tab. You can view how many customers are within each segment here. You can also use the Life Cycle Report to view metrics based on a customer's life cycle status.
|Find the customer search section
|Look for and click the Customer Search icon in the left-hand navigation.
|Search for the customer
|Input the customer information and perform the search. Click the desired customer row in the results.
|Click the Active tab
|Click the Active tab to view information about the Life Cycle Segment in which you found the customer.
|View segment information
|View segment information. You are able to see which Life Cycle Segment the customer is in, the segment description, and an explanation as to why the customer was placed within that segment.
How Can I Utilize Life Cycle Segments?
You can utilize these segments within campaigns to target the customers within the respective segment. Learn more about automatic win-back campaigns
Within a Customer Profile
If you want to know where a specific customer is in their life cycle, you can view their customer profile within the Active tab. From here, you can see what segment they are in as well as an explanation as to why they are in this segment.
Tips for Success
Once Churn Management is set up for your brand, it will take a few days for the events to log properly. After the events are logged, you can start to explore how customers are moving to the different stages by looking at the reporting.
If you want to jump right in, you can set up your win-back campaigns right away by creating a campaign email for at-risk guests. We recommend that if you are already sending rewards, consider giving a reward that is greater than usual since you want to pique their interest with something new or different!
If you want to create a campaign email for churned guests, we recommend you elevate this reward to be even greater than the one for at-risk guests. Consider that this churned win-back campaign could be one of the final efforts to win back your guests before they churn!
You can set up these campaigns so they trigger for customers that fall into these segments automatically.