A walkthrough of how we reduced churn by 66% in less than 18months at FullContact -- methods, results, and a cheat sheet of apps and techniques for you to try.

2. Hi, I’m Sean

4. Our mission is to help people stay
fully connected, master their contacts
and be awesome with people.

5. Contact data is scattered everywhere
for Consumers

6. for Teams
Employees

7. as a Platformfor Consumers for Teams
Single Version of Truth for Identity
Complete, Accurate Contact Info. Synced Everywhere.
FullContact
Cloud Address Book
Security
Transcription
Backups
Versioning
Cleansing & Correction Enrichment De-duplication & Merge Validation & Verification
Sync
Tagging Search
Sharing Storage

8. Agenda
• Overview
• Why Fight Churn?
• Our Story
• Best Practices
• Q&A

9. • Churn = User stops paying for Premium
• Over 9% churn in 2014
• Lots of Credit Card Churn

10. source: http://goo.gl/2vuu1n
Good Churn

11. source: http://goo.gl/2vuu1n
Bad Churn

12. Old Customers
(definitely dead)
Existing Customers
(soon to be dead)
New Customers
(exactly)

13. Time for Darryl

14. Step 1 - First Response
Minimize the Bleeding

15. Ask Why

16. Stop Sending
Receipts

17. Implement
Dunning Process
More Personal = Higher Response Rate

18. Mobile Optimize
Payment Pages
Only collect the minimum info you need

19. Can you save the
downgrade?

21. Collect Data on
Downgrade
Reasons

22. Start Collecting
Data on Account
Deletion

23. Step 2 - Analysis
Define the Real Problem

24. Define what
you’re solving
Churn
Total number of Customers who Downgrade or
Delete their Account

25. Define what
you’re solving
This means we track:
• New customer registration
• Customer upgrades to one of multiple
premium account plans
• Customer downgrades their account
• Customer deletes their account

26. Cohort Analysis

27. Simple Event
Tracking
Find out what people are doing
(and not doing) in your app

28. Daily Response
Analysis
“Why are you deleting your account?” Percentage
Missing Features (General) 11.40%
Don’t Use 9.37%
Too Expensive 7.73%
Missing Features (Facebook) 7.34%
Technical Issues (General) 4.35%
Technical Issues (Messed Up Contacts) 3.57%
Usability 3.38%

29. Step 3 - Form Conclusions
(what’s the name of that method again?)

30. Software sucks!
“My contact list went crazy! Contacts got
duplicated in crazy rate to the degree my
phone stopped working. Its unfortunate, as
I really like your service, but still buggy!
Good luck and will be waiting till you fix
these issues.”
“Nothing worked. I lost over 100 contacts
by switching to this.”

31. If you’re going to charge on a monthly basis,
you need to show and prove value daily.
Day 1 Value Monthly Subscription =+

32. uh-oh
uh-oh

33. Step 4 - Fix the Problem
(thought I was going to trick you, huh?)

34. Refactor Backend

35. Refactor Frontend

36. Improve
Onboarding

37. Deliver Daily
Value

38. Ship Clients

39. Remind them
of value

40. Progress!
Progress!Progress!

44. Cheat Sheet

45. Systems You
Should Use
• Payments: Stripe
• Dunning: Stunning
• Churn/Analytics: ProfitWell
• Events: Indicative
• User Journey: FullStory
• Automation/Email: Zapier
• Analytics: Redshift
• Surveys: SurveyMonkey
• NPS: Uservoice
“You can’t over invest in internal analytics”
–Gail Goodman, CEO, Constant Contact

46. Questions?

47. Thanks!
Sean Porter
sean@fullcontact.com
@seannui