In this week’s In-Ear Insights, Katie and Chris discuss predictive analytics and applying it to reducing churn throughout the customer journey. Learn what types of predictive analytics apply, how generative AI fits in the mix, and steps you can take to reduce churn.

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What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode.

In this week’s in In-Ear Insights, let’s talk about reducing churn.

How do we reduce churn using things like predictive analytics and generative AI.

So to set the stage we should probably talk about what churn is churn is essentially when you lose customers faster than you can gain them.

So if you were a B2B company, you have subscribers, for example, with with Trust Insights, if you people were subscribed to our generative AI course, and it would happen if more people stopped being customers than we were able to acquire them.

If you’re a company like Agorapulse, it’s the number of monthly recurring revenues as customers you have in retail.

It’s how fast those customers churn, right? How fast do you lose customers? So Katie, when you think about churn as an executives, particularly a financial stakeholder, what is top of mind for you, obviously, you know, less is better.

But how do you think about attacking this problem? Oh,

it’s complicated, really? Well, because first, I mean, first and foremost, you have to recognize that it’s happening.

And a reduction in revenue is usually a good indicator.

But that’s not always apparent, because sometimes the churn happens in such a way that, you know, there’s like a lag between what you see in the numbers and the churn actually happening.

And so that’s where I like to pay attention to, I keep an eye on both top of funnel and bottom of funnel, because I feel like as the top of funnel, so that’s your awareness, that’s people coming to your website, for the first time, people may be checking out your product for the first time.

That’s, to me a really good indicator of if your overall churn bottom of funnel is going to go up or down.

And so if your top of funnel starts to reduce, then you can expect that trickle down effect for the bottom of the funnel.

So I like to