Episode 24 - Fast-Track Experimentation, The Retention Hierarchy of Needs, New Laws, Maximising Winback & Personalisation

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📰 TOP STORY: Summary of the Previous 5 Episodes

Episode 19 - How to Fast-Track Retention Performance Improvements

Failure leads to learning, but you don't want failure; you want retention improvements. While tech giants like Meta demand 95% statistical confidence in test outcomes, if you don’t have 3.1 billion users, demanding this confidence level will slow your testing program and reduce your impact. In this episode, we explore how to fast-track performance and rapidly iterate across key moments of truth to boost retention and profits. We also feature Henrique Centieiro’s insights, where he predicts exponential growth in AI intelligence.

Episode 20 - The Retention Hierarchy of Needs 

In this episode, we introduce the Retention Hierarchy of Needs, a framework to help leaders align KPIs and responsibilities to drive retention outcomes. At the foundation is the value proposition - what you offer, how you price it, and who you serve. Moving up, who you attract is key. At the peak of the hierarchy are moments of truth—critical interactions like onboarding and cancellation journeys. We also include a case study from L’Equipe and an interview with Martech expert Frans Riemersma on how AI is revolutionising retention with connected customer experiences.

Episode 21 - New Subscription Cancellation Laws

In this episode, we explore the implications of upcoming subscription cancellation laws and how to remain compliant while encouraging customers to ponder the cancellation decision. We include a case study from Netflix and spotlight the Minnesota Star & Tribune, which, by transitioning from call-centre cancellations to an online journey, more than doubled its save rate, from 8.5% to 18.5%.  

Episode 22 - Maximising Winback 

This episode discusses how many winback programs fall flat by focusing solely on discounts. The best strategies dig deeper by right-sizing offers, leveraging temporal triggers and creating emotional connections using behavioural science principles. Plus a spotlight case study from Photobook. 

Episode 23 - Personalisation & AI 

In this episode, we explore two transformative forces in customer retention: the art of personalisation and the evolving role of AI. In retention, personalisation isn’t just about targeted messaging - it’s about strengthening the customer relationship. Irrelevant communication can damage trust, especially at moments of truth. In this episode, we review the bowtie of personalisation and review how AI is reshaping how brands connect with customers. The episode includes interviews with two industry leaders and a case study from Saks. 

Until next week,

Tom

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