Focusing on the second, we have implemented a methodology that allows us to understand the problems of customers – what does not suit them in our online store, and solve these problems in time, ”- Petshop.ru Marketing Director Anton Belchikov. Stage 0, preparatory. How to investigate customer churn To accurately determine what a churn and a customer who left is for your company, you need to level the opinions of the director, sales manager, marketer and other experts. The emphasis should be on customer data, it is they who should become the foundation for churn research. At the same time, it is important to correctly conduct the study and interpret its results. To get started, you need to answer 3 questions: Do you really understand why customers leave? Perhaps it all comes down to intuition within your team.
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Building a churn reduction strategy based on them alone is a risky decision. Do you have a clear understanding of who your “departed” client is? When can we consider him gone? Each company has its own definition Costa Rica Mobile Number List of a “departed” buyer: for one business, this is one who has not bought for a year, for another – for two months. It depends on many factors, including the scope and characteristics of the retailer. It is important not only to identify lost customers, but also to be able to identify them Those.
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IT is not enough just to know that 5% of loyal customers have moved into the “sleeping” segment over the past month, you need to know who these customers are in order to be able to unload them for Mailing Data Pro further action. What decisions are made after churn is assessed? It is important to correctly interpret the results of the study and make informed decisions based on them. How to understand why customers leave and reduce their churn using a system analysis of customer data: Petshop.ru case “For example.
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