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Lead Generation

Driving his churn (attrition rate)

By July 24, 2019December 6th, 2021No Comments
Driving his churn (attrition rate)

From a lexical point of view, “churn” means “to agitate” whereas its French equivalent, the attrition rate, is more directly related to wear and tear. This connotation will make sense once you understand what is at stake. The churn rate is actually an indicator that is determined over a given period. Thus, it allows you to calculate the percentage of users following you who have unsubscribed compared to the total number of users. It is therefore a key indicator to determine the relevance of campaigns and offers. This article explains how to monitor churn in order to enter into a continuous improvement process.

Monitoring churn: a key performance indicator

Churn is a key performance indicator for improving customer relations and turning your prospects into loyal members of your community.

Churn on your social networks or in emailing

Without surprise, the churn rate is a key performance indicator to measure your success on social networks: over a given period of time, you will be able to know the number of users who have unsubscribed from your page divided by the number of subscribers. The ratio that will emerge from this operation will give you the attrition rate and will allow you to modify and improve your strategy for acquiring new customers via social networks such as Instagram, Facebook or Twitter.

Transposable to emailing, the churn rate is also a way to monitor the loyalty of your prospects and customers thanks to your list of newsletter subscribers. Thus, you will know when and how many users have unsubscribed.

How to manage your churn strategy?

In order to implement a direct marketing strategy driven by performance indicators such as the churn rate, it is first of all essential to understand the results.

For example, a high churn rate means a high disengagement rate, which is not optimal for a loyalty strategy. So, before changing the direction of your strategy, you will need to identify the causes of this disengagement from your customers.

This can be due to an excessive number of publications or emails, a mismatch between the content produced and the expectations of customers and prospects, but also a poor management of social networks and other digital communication channels.

Improve performance through customer retention

In order to put an end to customer attrition, it is necessary to implement a customer retention strategy that consists in turning prospects into regular customers. This involves measuring customer satisfaction, revising your target profile which may not correspond to the reality of the market, identifying content that does not generate much or no interest and, perhaps, developing your direct marketing such as the implementation of more regular promotions, VIP offers or gifts.

Here, the idea is to personalize your workspace. The process is simple to implement and requires few resources. You can decorate the office space with plants, put pictures or stickers on the walls and even play soft music.

The design of work spaces must be done to improve the well-being of your employees at work.

By closely monitoring your attrition rate, you will be able to rely on a reliable indicator that will allow you to efficiently guide and pilot your customer acquisition and retention strategy.

Solution

External Communication

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Solution

External Communication

Enhance your image by having consistent and professional signatures and capitalize on your collaborators’ emails to relay your content.

Request a demo