Churn Risk Prediction Score - Trigger for Flows and/or Segment Customer Attribute

Question

Hi there,

Is there anyway to to use the Churn Risk Predictions as a trigger for email flow or, at least, as a customer attribute to create segments?

All other CLV data can be used for the above purposes, except for this one.

Thanks.

Paul S · Accepted Answer

Hi @amvlad,So the challenge with the Churn Risk prediction for use in segments and triggers is that often times businesses do not have a high percentage of repeat customers. Because of this, brand new customers to a business willlikely end up as reflecting likely to churn once they make their first purchase. If we were to base things off of that information, churn risk could be misinterpreted or misunderstood leading to an email being sent out at a time where it potentially might not make sense to be reaching out to a customer i.e. a few days after they made their first purchase.Instead of utilizing the churn risk prediction we recommend using Expected Date of Next Order instead of churn risk which should givea much better insight into creating a winback or re-engagement flow or segments. This would also take into account churn risk so Expected Date of Next Order could be used in place if this is important to your business.

Tim Helbig · Answer

Hi@amvlad,So the challenge with the Churn Risk prediction for use in segments and triggers is that often times businesses do not have a high percentage of repeat customers. Because of this, brand new customers to a business willlikely end up as reflecting likely to churn once they make their first purchase. If we were to base things off of that information, churn risk could be misinterpreted or misunderstood leading to an email being sent out at a time where it potentially might not make sense to be reaching out to a customer i.e. a few days after they made their first purchase.Instead of utilizing the churn risk prediction we recommend using Expected Date of Next Order instead of churn risk which should givea much better insight into creating a winback or re-engagement flow or segments. This would also take into account churn risk so Expected Date of Next Order could be used in place if this is important to your business.Hi @Paul Sbeing a producer and seller of pet food I’m a company that relies on repeat customers and you provide this metric, it would be a shame not to be able to use it as a trigger for a flow.Has anything changed since your comment 2 years ago?Greetings from BerlinTim

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