Enhancing cancellation journey at a media company to reduce churn and wasted investment
The Situation
NOW TV needed to improve its cancellation journey to reduce customer churn and reduce unnecessary retention investment.
The Task
As Programme Manager, led project to introduce personalised messaging/offers in the cancellation journey.
The Action / Approach
Led customer churn prediction model development; developed key deliverables; ensured accuracy/ timeliness of model data feeds; created new cancellation user journeys/UX; implemented model ‘test, measure, learn’ approach; and developed operating model for BAU.
The Result
Succeeded in exceeding target of 2% churn & reducing cost of offers to NOW TV.
