Reduce Customer Churn by 10% with Prosocial Renewal Journeys

Our client had a moderate customer churn rate that was stubbornly resistant to change using traditional retention strategies. They were running a brand campaign focused on sustainability, but this messaging was disconnected from renewal journeys and customer communications.

Insight: Make the benefit tangible and mutual

Many retention journeys overlook reciprocity. By leveraging the sustainability campaign, we were able to link the renewal to the customer’s role in contributing to environmental impact, thereby activating a different and powerful set of motivations.

The Solution: A reinforced renewal journey with prosocial framing

We redesigned the renewal journey to align with the brand’s social purpose campaign:

• Tangibility of impact: specifying how each renewal contributed to a measurable environmental goal
• Reciprocity framing: highlighting what the brand gives back when customers stay
• Emotional closeness: using imagery and narrative to bring the campaign into the customer’s world

The Results

10% reduction in customer churn across the target segment

Big Takeaway

When retention taps into social identity and shared value – not just price or habit – even well-performing customer bases can reduce customer churn.