In the B2B environment, customer retention is more important than ever. Identifying churn risks early and taking targeted action is key to success. But how can companies systematically address this issue in the face of increasing competition and price pressure?
Technologies such as Snowflake and Braze can be used to analyse customer behaviour and develop an effective churn prevention strategy.
The importance of account health and churn prevention
Account health describes the overall health of your organisation's customer relationships. Healthy customer relationships result in longer partnerships, higher lifetime value and greater up-sell opportunities. The key to assessing account health is the ability to collect and analyse the right data and take preventative action.
Churn prevention is essential because retaining existing customers is less expensive than acquiring new ones. Especially in B2B markets, where sales cycles are long, churn can result in significant losses. A proactive strategy ensures long-term success.
Understanding customer behaviour - choosing the right technology
Tools such as Snowflake make it possible to efficiently process large amounts of customer interaction data and identify patterns that indicate potential churn. This enables companies to develop early warning systems and link data from different sources, such as CRM or ERP. Based on this data, churn probabilities can be calculated and at-risk customers can be monitored in real time.
Create an artificial KPI - Account Health
In addition to traditional KPIs such as customer retention rate or sales volume, an artificial KPI such as account health offers added value. This KPI combines multiple metrics such as customer engagement, usage and payment behaviour into one easy-to-understand metric. This allows customers to be segmented into 'risk', 'neutral' or 'healthy', enabling targeted processing. Customers with a low score can be reactivated through increased communication or special offers.
Engaging customers with Braze
As a customer engagement platform, Braze provides personalised customer engagement across all channels. Based on Snowflake's analysed data, automated communication campaigns can be developed that are tailored to the needs of high-risk customers. Braze enables multi-channel communications, whether email, in-app, push or SMS, to find the right touch point with the customer. Customers are segmented into risk-based segments, enabling real-time, targeted outreach.
Success factor: data-driven churn prevention
It is important to develop a data-driven churn prevention strategy. From strategic consulting to implementation, we guide you through the entire process to optimise customer retention and prevent churn. By integrating powerful tools such as Snowflake and Braze, we create a bespoke solution tailored to your organisation's specific needs.
Bottom line: data-driven retention is the key to success
Today, companies need to be proactive and rely on data-driven solutions to retain their customers for the long term. With Snowflake and Braze, TOWA offers the right technologies and expertise to identify and prevent churn risks at an early stage.
Optimise your account health and prevent churn