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Identify the starting point

You cannot build or change a process if you are unclear about where things stand today.

Before incorporating retention insights into your workflow, it’s essential to understand what has proven effective to date within your organization. Do emails generate a higher response rate for your specific customer base than phone calls? Or is it the other way around?

To begin, we suggest documenting your organization's operations, particularly regarding renewals. Here are the important items to start with:

  1. When do things happen today (e.g., 70 days before the expiration date, Mailchimp sends an email to everyone approaching renewal based on the contact information in our system of record)? This is an opportunity to adjust based on what your ideal outcome is.
  2. Does everyone follow the same steps?
  3. What are the tools and resources necessary to complete these steps?

Based on the process, you will understand the key steps that must be undertaken every time. Maintaining consistency is crucial for achieving scalability and preventing any oversights. 

Your key steps also provide visibility into KPIs. Example: Only 10% of customers who non-renewed opened the 70-day marketing email. 90% of those that renewed opened the same email, however. To learn more about setting up KPIs for your organization, check out this article on the ReFocus AI blog about determining your overall strategy and avoiding common pitfalls.

By identifying the most important steps for your conversion, your business can implement metrics to increase success.

To learn more about building a process map, check out this Knowledge Base article


Read the next article in the Best Practices Guide, Retention Analytics - A Primer.