Recherche 2 :

Churn analytics : [Link]

“To make up for the loss of one existing customer, companies have to acquire three new customers”,
according to McKinsey.

By some measures, as many as 97 percent of customers who churn do so silently, without leaving
feedback or clues as to why.

Using a customer churn analytics tool has many advantages:

- Prevent revenue loss

- Lower customer acquisition costs
- Reduce marketing and sales costs
- Improve quality of customer service
- Increase opportunity for up-sell and cross-sell

Tech stack : [Link]

User’s journey path : [Link]

The five components of a user journey map To build a complete user journey map, teams must
collect five types of data :

- User personas: Personas are composite written profiles, or archetypes, that represent a
group of customers.
- Most businesses have several user personas, and most companies give them short, catchy
names—often with a touch of alliteration, so they’re memorable—such as Fashionista
Francis or Casual Clarke.
- Touchpoints: Every interaction with the business or its product counts as a touch point.
- Emotions: Each touch point has an emotional register—usually positive, neutral, or negative.
- Interaction timeline: Interaction timelines put the ‘map’ in journey map. That is, they display
touch points in the order they occur.
- Channels: Teams should always note where each touch point occurred.
- Context matters—a user that signed up for an app based on a friend’s recommendation will
likely have a very different experience from one who found it searching in an app store.

In particular, teams using journey maps want to understand:

- When, where, and why users download the app or begin service
- How easy the product is to understand and use
- How long it takes users to accomplish their goals
- How user experiences vary across devices Drop-offs in usage that indicate churn

The more teams know about their users’ journeys, the more likely they are to be able to predict
the lifetime value of different user segments and how to cater to those segments accordingly.
How to build a user journey map To build a user journey map, most customer-centric teams follow
some variation of the following seven steps:

1. Define goals :
Without clear goals, journey maps can get out of hand—and quick. A journey map for all
customers through their entire lifetime would produce a daunting amount of data. By clearly
defining goals first, teams can narrow their investigation to a representative group of customers
over a manageable time period.
Common goals include understanding:
Why new users purchased
Why old users churned
Whether users from a particular marketing campaign are more likely to buy
What makes users contact customer service
There’s nothing stopping teams from building more than one journey map. For a first journey
map, however, most teams select a revenue-based goal such as purchases or signups.

2. Conduct research :
Research is the most time-consuming piece of journey mapping, but it’s also the most important.
All designers are invisibly influenced by their own preferences and biases, and it’s only though
observing their users in the wild, so-to-speak, that they discover how they really behave.
For digital products that have an existing user base, user analytics can help reveal deep user
insights such as where users navigate, how they respond to messages and marketing, and where
they typically drop off or exit the product or app. Some user analytics platforms even feature
anomaly detection which notifies teams when customer journeys deviate from the norm. Want
to understand your users? For products that are pre-launch, teams may have to depend on
designers’ informed guesses and wireframes. But launched or not, all teams should balance their
quantitative insights with qualitative ones by conducting first-party research such as surveys,
user interviews, and task analyses to understand the emotions behind users’ actions. In
particular, teams should note: Touchpoints Pain points Channels User context User motivations

3. Touchpoint and channel brainstorm

Teams should tap experts throughout the company to find out what they know about users. For
instance, customer service teams are typically well-acquainted with customers’ preferences,
complaints, and interests. Interview them to record their collective knowledge—tips and tricks
that are well-understood among the team but not recorded anywhere—as well as their
recommendations. Customer journeys transcend devices and channels, and it pays to talk to
people from even non-customer facing parts of the company. One e-commerce site, for instance,
found that its legal team had forbidden the company from delivering to a particular zip code
within New York City because it was home to a counterfeiting syndicate. Actual customers within
that zip code were forced to order products to their office in another neighborhood, or pick them
up in store—a nuance that deeply affected their journeys.

4. Create an empathy map

Teams can use an empathy map when interviewing customers to thoroughly capture the
customers’ experience through their own eyes. An empathy map is a note-taking device, usually
featuring a picture of a person and divided up into sections for writing down what customers:
Think and feel Say and do Hear See Feel Gain Customer feedback and behavioral analytics are
also immensely valuable sources of empathy data. By seeing where users take negative actions,
like repeatedly tapping an unresponsive button or exiting the app, teams can infer points of
frustration and correlate them with specific features or flows. Learn more about behavioral
analytics.
5. Sketch the journey
This is where teams create the actual map. Based on the data they’ve gathered, they fill the
interaction timeline with touchpoints. Map formats vary, and teams can choose the one that
best suits their needs. Timelines, for instance, offer an easy-to-understand linear depiction
whereas tables capture more contextual information about customers’ thought processes and
considerations. [Callout box: Example of a user journey map in table format:
| Step 1 | Step 2 | Step 3
Touchpoint |User clicks ad | Ad directs user to home page | User searches for product
Pain point |Wants a jacket | Can’t find jacket | Can’t find jacket
Channel | Online ad | Website | Website
Experience |Positive—likes the ad | Negative—doesn’t find what they expected | Neutral

Maps can also be drawn as flow diagrams, which give insight into the velocity direction of users’
decisions. Flow diagrams highlight the multiple options that customers consider at each stage.
After creating customer journey map sketches for several different users, design teams may
decide to synthesize them into a generalized journey map that reflects a broader persona. What
they lose in fidelity, they gain in memorability. Simpler timelines may be slightly less accurate,
but if teams can easily recall and use them, they’ll have a greater influence on the product.

6. Validate the map

Teams should always validate their findings and results with teammates who are familiar with
the customer, but who didn’t participate in the journey mapping process. These relative
outsiders can provide critically constructive feedback and highlight areas the team could have
missed, such as the subtle nuances in a users’ decision to buy.

7. Refine and digitize

User journey data is valuable to just about everyone. Once results are validated, the team should
gather the entire company to deliver a presentation on their findings. They can also digitize the
journey map and distribute it throughout the company. Some design teams even use butcher
paper to produce a wall-sized version, and post it in a public space within the office for all to see.

LTV : How to calculate lifetime value : [Link]

value/

Using a customer churn analytics tool has many advantages:

- Prevent revenue loss

- Lower customer acquisition costs
- Reduce marketing and sales costs
- Improve quality of customer service
- Increase opportunity for up-sell and cross-sell

 Mixpanel Marketing Analytics Video link :

[Link]
 97% of users churn silently – here’s why : [Link]
 Journey through the metrics : [Link]
There are three types of churn that companies can measure :

 Subscription churn : Companies that charge a recurring fee define churn as the point at
which a customer cancels or suspends the subscription. For example, when a customer calls
to end their subscription to a news site, SaaS product, or fitness app.

The formula to measure subscription churn is:

Subscription churn is the total number of customers that quit during a period of time divided by the total number of customers at the start
of that same period of time.

 Non-subscription churn:
Non-subscription churn is trickier to measure than subscription churn. Ecommerce
companies and ad-supported news sites rely on a steady stream of recurring visitors and
define churn as the percentage of those visitors who don’t return for a period of weeks or
months. In the non-subscription model, there’s lots of what’s known as rotational churn,
where visitors who were considered churned return and no longer count as churned. The
formula to measure non-subscription churn is:

Non-subscription churn is calculated by looking at the percentage of customers that have dropped below an activity threshold
within a time period.
 Revenue churn:
Measures the percentage or dollar value of revenue that’s churned over a defined period.
This is a common measure for SaaS companies.

You can measure revenue churn with the following formula:

Revenue churn is calculated by dividing the total amount of recurring revenue lost in a period by the recurring revenue total at
the start of that period.
 Retention analytics : [Link]
