We know that the level of retention in services can vary for various reasons. Instabilities in the platform, which create a greater need for support, or the launch of new products, which bring new questions for customer service, are some common causes.
These events are normal and can be anticipated. With planning, it is possible to organize the operation to absorb a temporary increase in demand for services. The bigger problem arises when there is an unexpected drop in retention — a significant variation that was not anticipated.
Unforeseen variations in retention can also occur for various reasons, such as the addition of a new N2 content that has become widely used or the creation of a new Eddie, which may have been configured with some flaw. These changes should be the first to be checked!
To recover from an unexpected drop in retention, two steps should be followed:
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Understand the main offender
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Implement improvements according to the respective offenders
For more details on how to execute these steps, refer to Steps 2 and 3 of our article on How to increase retention in 3 steps.