scoring customer churn risk
TRANSCRIPT
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Scoring Customer Churn RiskA Customer Use Case
An overview Israel Kloss@risraelkloss [email protected]
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*A.k.a. “The Godfather of Web Analytics”
Jim Sterne* is concerned!He has a client with a big challenge.
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Jim’s Task:Help Build a Strategy Measuring: ●Customer acquisition●Customer lifecycle●Customer churn prevention
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DATA SILOS! ●Marketing Data
Problems ●Engineering Data
Problems ●Finance Data Problems
Jim digs in and his alarm bells start going off… department by department:
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Jim's client has:
Let’s Dive in! Customer Churn
Prevention
1.A technical problem2.A data sharing
problem
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Customers come and customers go.
What if you could know before they go?
Customer Churn Prevention
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Customers are telling you their intentions.
Let’s look at some.
Customer Churn Prevention
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We collected a set of data on CUSTOMERS WHO LEFT the Company.
Step 1:
Data Clarity, Collection & Cleaning
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Step 2: Using that data set of churning customer
behaviors, we CALCULATE A PROBABILITY MODEL to monitor customer’s behaviors.
Calculation
(client references hidden)
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But R is a bit beyond the scope of this presentation.
Here’s a peek at how the “Flight Risk” Scores (Churn Risk) can be generated
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Jim is still concerned! We aren’t done!
Data Sharing
is next!
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Data Sharing is Data Caring!
Using internal customer data andAPIs, we connected multiple systems across departments.Ahhh… DASHBOARDING Happiness!
Step 3: Data SharingGo Cross-Departmental
I Data Stitching
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Data SharingContinuedAfter a customer completes some behavior related to churn, APIs are set to trigger unique alerts to each appropriate department.
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We started DASHBOARDING CHURN INDICATORS across multiple departments. Starting with the CUSTOMER SERVICE TICKETING SYSTEM
(client name hidden)
Churn Risk Dashboard
Step 4: Dashboarding!
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Next, we started MONITORING the client’s AT- RISK CUSTOMERS on social media to collect more churn data.
(client name hidden)
Dashboarding Continued
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Jim Seems Happier!(But there’s a more work
to do)
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What Now?Still Not Done!
●Customer acquisition●Customer lifecycleCustomer churn prevention
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Customer churn prevention
What’s Next?RememberThis? ●Customer acquisition●Customer lifecycle
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Jim Says “Stage 1 of 3
Complete”(for now)
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Happy Customer,Happy Life.Say hi to Marcos (our happy customer).
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● social Media Dashboard (Full Contact + Hootsuite)● Customer Service Integration (Zendesk)● Sales Integration (Salesforce, Builtwith & Evergage) ● Marketing Integration (Marketo, Adobe Analytics & Evergage)● Finance Integration (Freshbooks or Netsuite)● Engineering Integration (Segment.io + Evergage)
More Helpful Products (some with APIs) Considered For This Project: Keen.io, Big ML, Zapier, CloudHQ, Postman, Good Data, Tableau & Leftronics
Wrap-up:Products That Integrate Nicely
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Questions?
Special Thanks to Jim Sterne for the fine photography.