Retention
Building a retention engine when the funnel refuses to stay linear.
Instead of blasting promotions, we mapped behaviour-based journeys that aligned with real customer milestones. The result: a 3x lift in lifetime value and sharply reduced churn.
Onboarding, first value delivered, and contractual renewal are the moments that matter. Interview customers, read support tickets, and tag every message that arrives within 48 hours of a churn event to learn the emotional triggers.
Each lifecycle stream should have a clear protagonist (the customer), a guide (your brand), and a path forward. Use narrative devices—conflict, tension, resolution—to move beyond feature dumps and into behaviour-changing stories.
Push CRM data back into your ESP so you can score accounts by expansion potential. High-scoring segments receive premium education and personalised offers, while low-scoring customers get lightweight nudges that respect their spend.
