3 Behavioral Messaging Workflows to Improve Churn
In 2013, Groove got serious about combatting churn. Customers were leaving at a higher rate than ever before, but Groove wasn’t sure why. After all, a customer who feels lukewarm about your product isn’t going to go out of their way to explain that their issue. So Groove wanted to reach out to at-risk customers. But how could they do that if they didn’t know who their at-risk customers were? That’s when Groove started examining user behavior. By looking at what actions customers were (or weren’t) taking inside their helpdesk app through Kissmetrics, they were able to learn about someone’s likelihood to churn. On average:
From feeling too challenged, pressed for time, or wanting more option, there’s a specific clarification for why you should return to the app in the email. At the very least, it’s a succinct nudge to remind folks about the app. The clear, customer-oriented call-to-action “Train Today”(“training” sounds pretty valuable) encourages users to get back into the app and finish that first game.
Getting these workflows into your current helpdesk allows for better record-keeping and opportunities for proactive communication, with ticketing systems that ensure that things don’t fall through the cracks.
We supplement the Trello Action with a triggered internal message into the #team-customer-success channel in our Slack account. Not only does this help keep the success team up to date in realtime, it creates more transparency for the whole company about what’s happening around conversions.
Customer.io is a powerful platform that can get complex depending on your knowledge level and your objectives — and our philosophy as a company is that we can only succeed if our customers do. Being able to automate very specific notifications around our customer data to then extend a proactive, human, and very personal approach is vital to that goal.
- users who didn’t churn after a month spent 3 minutes and 18 seconds using Groove in their first session, and logged in an average of 4.4 times a day.
- users who did churn after a month spent only 35 seconds using Groove in their first session, and logged in an average of 0.3 times per day.
How to Automate Your Behavioral MessagingFor behavior-based messaging, first identify the behaviors you want to see. You’ve probably already identified key actions that users need to take — or learned where drop-offs occur from analytics tools and user interviews. Once you identify the desired behavior, translate that it into a line of conversation that bridges the gap between one step and the next — as well as the user’s point of view to your own. A super common example is when users don’t complete the very first key action that they need to see success or gain value from a product. Here’s what translating that into a line in a conversation might look like:
- Behavior: People aren’t finishing that first key action (like integrating, filling out a profile, setting up a project, completing a game) and not coming back.
- What does it mean for the customer?: I’m not getting value out of your app yet so I’m not motivated to return. Maybe I got stumped somewhere, or I don’t really understand the product. Maybe I got busy with other stuff, or I simply forgot since I’m just starting out and your product hasn’t stuck with me.
- What you should do: What will help spark a little motivation to engage and get to that aha moment? Help people make progress and get to the next step. That could mean teaching them how to do stuff, helping them remove barriers and obstacles, or inspiring them with specific examples and stories.