Subscriber Retention
10%
increase in retention rates
The Ask
The UAE's premier streaming service, faced a challenge as subscriber renewal rates plummeted. To boost monthly retention, we were asked to unveil the hidden insights beyond mere content consumption and discover the key factors impacting individual customer loyalty, leading to enhanced customer lifetime value (CLV).
Our Solution
First, we conducted a survival analysis to understand the causal relationship between monthly factors including nationality, family status, first signup method and payment method, against the probability of staying subscribed.
A Bayesian regression model was constructed to identify these specific variables in relation to the re-subscription rate. We found that custom combinations of those variables had the best predictive capability. The biggest single element was which salesperson handled the original signup process. Processes could then be perfected based on their sales scripts.
Impact
Retention rates increased by 10% as a result of the changes made.
New customer onboarding journeys were modified following scripts used by the most effective technicians.
Specific customer segments retention were improved through insights drawn from new product offerings, plans, and feature improvements.
Existing touchpoints were optimised towards platform education, this increased activity and retention.