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Retention and Churn Analysis

Capturing the right data and customer experience using on-ground research to translate into actionable strategies for improvement

Loyalty programs Drivers of churn / lapsage Pain points

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Retention and Churn Analysis

What are the customer requirements which the company’s product serve?
How does the product fare on key metrics such as monthly churn rate, annual churn rate etc?
How much of the churn is due to controllable vs. uncontrollable factors?
What is the customer re-activation rate? Do some customers return after they have churned out?
What is the product’s Customer Health Score and Customer Engagement score?
Is the product facing involuntary churn (subscription getting terminated without customer’s awareness)?
What is the current customer churn rate and how does it compare with industry standards?
Is the pricing model aligned with the value customers realize from the product?

Relevant Case Studies

Customer survey to understand the reason behind the rejection of a newly launched passenger vehicle model, and ways to mitigate the rejection and improve customer acceptance
Realization improvement for a major online restaurant booking player
Due diligence on Educational services player
Large SaaS Co wanted to assess L1 & L2 churn drivers that are causing their clients to opt for services / products from competitors
Opportunity analysis in customer personas and identifying their preferences for short video apps
Concept validation for new product launch by digital lender providing media services
Customer digital journey on exploring the platform
Estimating loyalty and causes for churn
Evaluate customer behaviour, churn reasons and NPS for a leading FoodTech player
Understanding customer retention and churn analysis
Understanding pain points of customers of short video apps and hidden nuances while selling such a service
User survey for change in app usage and new users onboarded on the app
Understanding customer retention on an online job portal
Understanding customer retention rate of new & used car platform
Evaluate reasons for repeat usage behaviour and churn reasons for a leading K12 learning player
Customer purchase behavior and feedback survey for D2C consumer durables company

Customer survey to understand the reason behind the rejection of a newly launched passenger vehicle model, and ways to mitigate the rejection and improve customer acceptance

Objective

The client is a leading PV OEM and had recently introduced a new model in the market, which was not performing as per the expectations and had received pushback from the customers.
The client wanted to understand customer behaviour, the customer pain points and the reasons for rejection, and wanted insights on ways to mitigate the vehicle rejection.

Methodology

PGA Labs conducted customer survey across 4 major cities with target customer population.
The customers were asked their pain points and the key reasons for not accepting the new product (model
The rejection reasons were classified into different categories to get deeper insights e.g., Performance perception (Mileage, maintenance etc.), design issues (built quality, sturdiness, safety etc.), psychographic (brand perception and personal image etc.)
Customers were also asked their expectations on the key rejection reasons highlighted during the study

Impact / Outcome

Based on the study, the client was able to understand the key pain points faced by the potential customers and get critical insights on reasons for rejection. This helped the OEM to take corrective measures and improve the acceptance of the model in the market.

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Realization improvement for a major online restaurant booking player

Objective

Client wanted to understand how to improve the realization (realized revenue / booked revenue)
Objective was to understand the various drivers of cancellation across different cities, offerings, channels etc. using primary research and data analytics
Client wanted to set up a framework to control this metric on a continuous basis

Methodology

Interviewed N = 1,000 customers basis their booking behavior and city to understand the reasons leading to cancellations
Performed comprehensive data analysis to identify patterns and uplift potential and generate actionable insights
Interaction with key competitors employees (N = 5) and restaurant partners (N = 10) to understand potential solutions for churn
Institutionalized an overall framework and established deep capabilities in the client’s organization to monitor and improve this metric on an ongoing basis

Impact / Outcome

Company understood the various drivers of cancellation and the action items required to tackle them
An overall governing framework was established along with necessary systems and processes to improve this metric

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Due diligence on Educational services player

Objective

Large growth investor wanted to understand adoption, retention, and churn of students from key product offerings of an educational assessment services provider

Methodology

Conducted in-depth interviews (N = 60) with student, teachers, and parents to understand drivers of adoption and usage preferences for assessment platforms
Conducted parent survey (N = 800) to understand customer experience and perception on the Target player and its services
Analysed student datasets across different school cohorts and drivers of retention vs churn

Impact / Outcome

Client was able to understand TAM / SAM of target player and headroom for pan-India growth on the basis of total customers acquired in the lifetime vs student churn and retention

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Large SaaS Co wanted to assess L1 & L2 churn drivers that are causing their clients to opt for services / products from competitors

Objective

To conduct a retention and churn analysis to identify and analyse L1 and L2 drivers that are causing churn for the client

Methodology

Conducted deep in-depth interviews (N=100) with existing and churned clients to analyse customer requirements and usage behaviour
Analyzed churned clients to understand negative triggers and identify specific initiatives to minimize churn by conducting a survey (N=100) with existing and churned clients
Conducted in-depth interviews (N=15) with current and ex-sales, customer success and customer support teams to understand their bandwidth, and reasons for attrition (for ex-employees)
Analyzed past and current sales pipeline and the impact of sales rep attrition on customer churn

Impact

Successfully provided client with comprehensive and in-depth reasons for churn by customer segment and steps to improve product and customer experience and thus increase retention

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Opportunity analysis in customer personas and identifying their preferences for short video apps

Objective

A Global Investment group wanted to understand usage trends of short video content platforms, user preferences, and feedback

Methodology

Conducted a survey of respondents (N = 500) who are users of different short video platforms across metro / non-metro cities & other demographics
Conducted In-depth interviews (N = 25) with users to understand platform discovery, vintage, usage of the app, impact on follower base in last 6 months using the app, rating of key features and NPS of platforms used, drivers/barriers for adoption, pain points, etc.

Impact / Outcome

Client was able to understand the awareness level of various short video apps
Client evaluated the key selection criteria of customers when it comes to short video apps
Client benchmarked usage as well as feedback of users

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Concept validation for new product launch by digital lender providing media services

Objective

A large PE fund wanted to understand the whole media tech landscape to find a potential target that is also a fit for their investment thesis, meeting both commercial and social impact benchmarks

Methodology

Conducted survey (N = 500) with customers belonging to five metros and having some experience in using short video app services
Identified customer behavior towards their existing platforms of usage, their media consumption behavior, and usage of different online services
Presented various concepts related to the upcoming and existing product offerings and tested their likeliness toward them
Deep-dived the validation with in-depth interviews (N = 100) with different customer segments based on their demography, past credit behavior, and likeliness toward offerings
Understood customer behavior toward different the selection of features on the app and the strengths and weaknesses of different product offerings of the client

Impact / Outcome

The client validated and tested the upcoming features across major cities and looked forward to developing a marketing and advertising strategy through different media platforms

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Customer digital journey on exploring the platform

Objective

Client wanted to evaluate shift in short video app user preferences & consumption behavior due to covid

Methodology

Conducted customer survey (N = 800) of platform users across 8 major cities to understand customer behavior and experience with the app and its competitors
Conducted in-depth interviews (N = 40) with industry experts and customers to map customer needs with different type of features and services provided by the app
Identified key selection criteria, differentiating it with competitors

Impact / Outcome

Enabled the client to understand the overall impact of covid on short video market over changing customers preference and needs

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Estimating loyalty and causes for churn

Objective

Investor in Player X (portfolio company) wanted to estimate loyalty and causes for churn among the paid users of the EdTech app

Methodology

Survey & in-depth interviews were undertaken for users of different exams (UPSC, IITJEE, Banking / Railways) to find the reasons for churn?
Helped the client with a detailed understanding of the ‘reasons for the subscription of the paid version of the app’?
Built recommendations for customer retention while acquiring new customers

Impact / outcome

Identified detailed reasons for app subscription and reasons for customer churn / non-renewal
Quantitative insights across exams / city types were reinforced through in-depth interviews of respondents

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Evaluate customer behaviour, churn reasons and NPS for a leading FoodTech player

Objective

The client wanted to understand repeat order usage behavior, feedback, and purchase preferences of its customers in order to define improvement areas for the FoodTech brand

Methodology

Conducted N = 1,000 customer surveys to understand the perception, experience, and NPS of existing as well churned customers
Created a dynamic excel model and survey databook to identify patterns/trends in order frequency, order value, repeat purchase behavior, premium subscribers, etc. that drive retention vs churn of customers
Categorized reasons for churn into logical buckets & categories to drive actionable outcomes e.g., performance perception (quality, delivery, etc.), design issues (UI / UX, bugs, etc.), psychographics (brand perception and personal image, etc.)

Impact / Outcome

The client was able to understand the key pain points faced by the potential customers and get critical insights on reasons for churn, drivers of adoption, and detraction for the brand
Successfully provided the client with insights across 5 key areas to drive higher NPS

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Understanding customer retention and churn analysis

Objective

An emerging PE investor wanted to understand the various channels of customer acquisition, their retention rate and churn rate for a digital news platform

Methodology

Projected future MAU, DAU considering acquisition through various channels, customer churn, penetration of smartphone & internet
Estimated CAC for acquiring users through various channels after assessing the evolution of dependency
Studied the existing coverage of target across languages, genres etc.
Studied the competitive landscape to understand where the target ranks in the market

Impact / Outcome

Client developed clarity on perception, preferences and feedback as compared to its competitors with action points on how to improve NPS

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Understanding pain points of customers of short video apps and hidden nuances while selling such a service

Objective

Evaluate customer experience across key players in the short video app industry; develop understanding of customer thought-process, preferences, and perceived quality of delivered services and therefore identify areas of improvement

Methodology

Carried out platform and market competitive analysis to understand the market attractiveness and differentiation
Conducted in-depth interviews (N = 45) to identify product and process level differentiation with competitors
Understood customer journey right from need generation to platform identification process and identified the challenges faced by customers at different phases of the journey
Identified gaps in user experience and service levels by segmenting challenges faced by the customers

Impact / Outcome

Suggested areas of improvement recommended for improved user experience
Suggested better differentiating factors between platforms

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User survey for change in app usage and new users onboarded on the app

Objective

Client wanted to understand pre & post impact of brand campaign along with brand perception among customers

Methodology

Conducted a survey for N = 500 users of short video app (across 7 metro cities and 4 tier 1 & smaller cities) to get insights on their brand awareness, usage, experience and content consumption
Conducted a similar survey post campaign to get insights on effectiveness of the campaign

Impact / Outcome

Successfully provided customer's awareness across platforms, Target company’s campaign awareness
Assessed customer’s usage & transaction preferences and experience with the target platform
Client understood effectiveness of the campaign by the change in customer behaviour & also understood the jump in users onboarding the platform as a result of campaign

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Understanding customer retention on an online job portal

Objective

Client wanted to understand the top line projections, business plan validation and LTV, CAC & customer retention

Methodology

Understood the player business by split of jobs applied, platform’s economics and deep dive on the financials
Understood the projections undertaken by the management basis market study, customer study and historical data analysis
Analysed player against its competitors based on customer loyalty benchmarks
Built recommendations for customer retention while acquiring new customers

Impact / outcome

Identified detailed reasons for customer churn
Understood the plan and the future roadmap laid out by the management

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Understanding customer retention rate of new & used car platform

Objective

Client wanted to understand the topline projections, business plan validation and LTV, CAC & customer retention of a new and used car platform

Methodology

Understood the player’s business by split of jobs applied, platform’s economics and conducted a deep dive on the financials of the company
Analysed player against its competitors based on customer loyalty benchmarks
Built recommendations for customer retention while acquiring new customers

Impact / outcome

Identified detailed reasons for customer churn and successfully provided client with deep analysis

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Evaluate reasons for repeat usage behaviour and churn reasons for a leading K12 learning player

Objective

Client wanted to understand factors that drive repeat usage behavior vs churn from the platform, and how this can be used to improve the overall student experience

Methodology

Conducted N = 600 parent surveys to understand the perception, experience, and NPS of their child’s primary learning platform
Created an interactive dashboard cum databook to identify patterns/trends in students’ engagement (time spent on the platform, frequency of login, etc.) with the platform
Categorized reasons for churn into logical buckets & categories to drive actionable outcome insights e.g., Performance perception (content quality, query resolution, personal attention, improvement in school grades, etc.), design issues (UI / UX, bugs), etc.

Impact / Outcome

Client was able to understand the key pain points and get critical insights on reasons for churn, drivers of adoption, and detraction for the platform?
Highlighted key improvement areas that could drive detractors and passives to convert to promoters

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Customer purchase behavior and feedback survey for D2C consumer durables company

Objective

An investor wanted to understand the customer purchase behavior for a D2C internet consumer durable company
They also wanted to evaluate the strengths and improvement areas for the target company

Methodology

Management discussion was conducted with the founders of the target
Primary conversations were conducted with 10 customers
Primary survey was conducted with 300+ customers, broadly categorized in to first time customers, dormant customers, and repeat customers

Impact / Outcome

The segment, the company, and the products were evaluated across awareness, purchase behavior, customer experience
The investor was able to get an initial overview of the target’s market positioning, customer feedback and areas of improvement

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