Using AI Generated Churn Scores

Chargebee provides two out-of-the-box attributes to assess the churn risk of a customer 

1. Churn Risk Score: This is a numeric value on a relative scale of 1 to 100 which is used to record the churn propensity value of a customer.

2. Churn Risk Levels: This is one of the three values (High, Medium, and Low) and is determined based on a customer's Churn Risk Score.

   1. High Risk: Any customer with a churn score of 75 and above is flagged as a high-risk customer.

   2. Medium Risk: Any customer with a churn score between 25 and 75 is marked as a medium-risk customer.

   3. Low Risk: Any customer with a churn score of 25 and below is flagged as a low-risk customer. 

At present these churn risk attributes are only consumable within Chargebee Retention. You can use these churn risk attributes in a variety of different ways.

Churn Risk widget

You can access the churn risk widget within the Chargebee Retention home page to get aggregated insights about overall churn risk across your customer base. The widget reports key metrics such as average churn risk score, total customers, and total ARR across various churn risk levels. All metrics reported in the churn risk widget are as per the latest model run. For each of the metrics, the percentage increase or decrease with respect to the previously generated churn scores is also reported.

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Targeting customers in a play

Chargebee’s lifecycle engagement not only provides you insights regarding your customer risk but also lets you perform target interventions to mitigate those risks. The churn risk widget has options to directly target your at-risk customers in a play with proactive churn prevention offers.

Once you choose to do so, you will be redirected to the play builder interface to create a churn prevention play. The audience section of the play builder will be automatically populated with a temporary audience segment as per the risk level chosen by you. Any audience segment containing the Churn risk attributes is denoted by the Retention AI tag. You can choose to specifically filter for audience segments with churn risk attributes using the Retention AI option available within the audience section. 

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To confirm the audience, click on the Confirm Audience button. This will take you to the audience builder screen, where the churn risk level is automatically populated as an attribute. Here, you can combine the churn risk attributes with other attributes such as MRR, plan, and more, to create powerful and enriching audience segments. 

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Click done to save the newly created audience segment. You will then be redirected to the play builder section again and the newly created audience segment will be automatically populated in the audience drop-down. You can use the view audience definition button if you wish to view or change the audience segment again. 

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Once you are done confirming the audience segment, you can proceed to set up the rest of the play. Any play that uses one or more churn risk attributes within the audience or sub-audience segments is denoted with the Retention AI tag. 

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Viewing at-risk customers

You can also view the list of at-risk customers by clicking on the view customer list within the churn risk widget. This will take you to a section that displays the list of all customers within the chosen risk level. You can review various details such as Customer Name, ID, risk scores, and risk level of the customers who have been flagged with a specific risk level.

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Creating audience segments with churn risk attributes

You can choose to create audience segments with the churn risk attributes and combine them with other customer and subscription attributes available within your retention application. The churn risk attributes are denoted by the retention AI tag within the property drop-down. 

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Any audience segment that contains one or more churn risk attributes is also denoted by the Retention AI tag to help them easily differentiate from other audience segments.

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Targeting customers in cancellation flow

You can also utilize audiences containing churn risk attributes within the targeting tree. This allows you to customize a customer's cancellation experience based on their churn risk level. For example, you can give better offers to high-risk customers and reduce offer exposure to low-risk customers. 

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