Customer Churn Prediction How to Use Churn Prediction and Analysis to Increa | Page 10

BUILDING A CHURN-PROOF RETENTION FLOW
CREATE THE MARKETING AUTOMATION FLOW
Now it's the time when both the plan and content meet realization. Start by setting the
trigger of the retention flow at your marketing or customer journey automation
platform. Since the Retention Stage of the customer lifecycle starts right after the
Activation, don't wait too long to start your retention-focused flow. Let's say, a few
days after the customer finishes the user onboarding.
The great thing about marketing automation is the possibility of setting condition
triggers, that'll define the user's next steps based on their behavior. Thanks to it, it's
possible to create different "branches" in the flow, possibilities of interaction that'll
affect the customer's experience and turn it into a personalized journey.
FLOW START
ASSESS
CONDITION
SEND E-MAIL
ASSESS
IMPACT
SEND ANOTHER
E-MAIL
IN-APP
MESSAGE
ASSESS
RESULT
INTRODUCE
AUTOMATION
Following our mind-map example of a feature suggestion retention flow, the marketing
automation would start three days after the customer has finished their user
onboarding. After that, their actions would be monitored, adding them to different lists
according to behavior - for instance using just one feature or low engagement rates. If
the customer fits the established criteria of "Contact is in the list", they would receive a
feature suggestion email. When the customer clicks on a link within the email,
automatically they'll be redirected to the product within-app message to help them
discover more about the feature.
Also, there's an "alternative path" for customers who don't click the email. If they're
really not interested in the suggestion, the flow adds them to another marketing
automation flow which will approach them again after a while - but not too soon (to
avoid too much pressure). By following these steps, each company can develop a
different retention flow according to the main objective and the chosen approach.
There's no rule for how many flows can be created in a single journey - but the company
should always avoid turning the flow into spam.
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