Questions about this case?
Get in touch to explore how this worked and how it might for you.
Retain
8% Churn Rate Reduction Achieved Through Targeted Behavioural Messaging
Our client was undergoing a product change, requiring migration of customers to a different product. This migration led to some difficult conversations with customers and the risk of an unusually high churn rate in the upcoming renewal cycle. In addition, technical limitations meant that the scope of changes that could be made to the renewal communications journey was very small.
Insight: Small but targeted changes to language have outsized effects on retention
Owing to the technical limitations, the changes we could make were limited to the wording used in a few sentences in the renewal invitation. However, behavioural principles that we have proven to consistently work in multiple markets and products could be applied even in this limited setting.
The Solution: An upgraded renewal invitation
Very targeted changes to these few sentences were sufficient to reframe the communication away from price and towards value.
- Value framing: positioning renewal as securing unique value, not just paying a bill
- Implementation intentions: making clear the steps and consequences
- Social information: reducing uncertainty by referring to others
The Results
8% improvement in churn rate from a change in a handful of sentences in a single renewal invite
Big Takeaway
Even in very restricted situations, behavioural principles that are applied very precisely can significantly improve the churn rate and generate considerable retention improvements.
Explore more
case studies
Talk Smarter, Keep More: Behavioural Calls Lift Retention by 33%
Clearer communication, stronger retention: 27% drop in passive churn
Let’s build your success story
Let’s explore how we can reduce customer churn, improve satisfaction, and unlock recurring revenue growth through smarter decisions, optimised customer journeys, and solutions that actually increase profitability.
Phone: +41 58 358 85 97
Email: info@decyde.eu