Hi, I’m Sean

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

Contact data is scattered everywhere

for Consumers

for Teams

Employees

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

Agenda

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

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

source: http://goo.gl/2vuu1n

Good Churn

source: http://goo.gl/2vuu1n

Bad Churn

Old Customers (definitely dead)

Existing Customers (soon to be dead)

New Customers (exactly)

Time for Darryl

Step 1 - First Response Minimize the Bleeding

Ask Why

Stop Sending Receipts

Implement Dunning Process

More Personal = Higher Response Rate

Mobile Optimize Payment Pages

Only collect the minimum info you need

Can you save the downgrade?

Collect Data on Downgrade Reasons

Start Collecting Data on Account Deletion

Step 2 - Analysis Define the Real Problem

Define what you’re solving

Churn Total number of Customers who Downgrade or Delete their Account

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

Cohort Analysis

Simple Event Tracking

Find out what people are doing (and not doing) in your app

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%

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

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.”

If you’re going to charge on a monthly basis, you need to show and prove value daily.

Day 1 Value Monthly Subscription =+

uh-ohuh-oh

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

Refactor Backend

Refactor Frontend

Improve Onboarding

Deliver Daily Value

Ship Clients

Remind them of value

Progress!

Progress!Progress!

Cheat Sheet

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

Questions?

Thanks!Sean Porter sean@fullcontact.com @seannui