Episode 24 - Fast-Track Experimentation, The Retention Hierarchy of Needs, New Laws, Maximising Winback & Personalisation
Welcome to episode 24 of the Retention Blueprint!
Every 6 episodes, we summarise the previous 5, so if you missed one, you can read the description and click the link to read the full episode on the retention coach website. In the last 5 weeks, we have covered experimentation, the retention hierarchy of needs, new subscription cancel laws, maximising winback and personalisation & AI.
📰 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.
Read moreEpisode 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.
Read moreEpisode 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%.
Read moreEpisode 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.
Read moreEpisode 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.
Read moreUntil next week,
Tom
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