{"id":8724,"date":"2021-10-26T15:44:03","date_gmt":"2021-10-26T15:44:03","guid":{"rendered":"https:\/\/www.gosquared.com\/blog\/?p=8724"},"modified":"2021-10-28T15:00:41","modified_gmt":"2021-10-28T15:00:41","slug":"churn-risk-key-activation-features","status":"publish","type":"post","link":"https:\/\/www.gosquared.com\/blog\/churn-risk-key-activation-features","title":{"rendered":"How to spot (and prevent) churn risk using key activation features."},"content":{"rendered":"\n

Your customers don’t pay you because they like your charming personality and sparkling conversation (sorry!).<\/p>\n\n\n\n

They pay you because they have a pain point or a need. And they believe, or your Salesperson has told them, that your product can solve that need.<\/p>\n\n\n\n

During that initial Sales conversation, your Salesperson will have identified key features of your produc<\/a>t. These have got your customer excited; they’ve seen how these specific features could remove their headaches or boost their growth.<\/p>\n\n\n\n

That’s<\/em> why they’re paying you.<\/p>\n\n\n\n

But we’ve all been there. Three months down the line, the same customer who was once chomping at the bit to integrate your platform is now handing in their notice to cancel.<\/p>\n\n\n\n

Why?<\/p>\n\n\n\n

More often than not, those key features were not properly activated. If your client is not using your product’s key features, you are no longer meeting their criteria for success.<\/p>\n\n\n\n

The promise to meet their criteria for success is why they signed up. So who can blame them for churning if we fail to solve their problems?<\/p>\n\n\n\n

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Measuring key activation features with GoSquared Custom Events<\/strong><\/h2>\n\n\n\n

I’ve just spent 200 words pontificating about the need to meet your customer’s criteria for success by activating your key features. All well and good, you say, but how do you actually<\/strong> track<\/strong> whether your customers are activating those crucial features? Am I just waxing lyrical, or am I going to give you any practical advice?<\/p>\n\n\n\n

Yes (to the latter ☺️) – with GoSquared Custom Events.<\/p>\n\n\n\n

You know what your customers’ key activation metrics are. Maybe it’s the number of proposals sent, jobs booked, the number of site log-ins per week, pieces of content viewed, etc.<\/p>\n\n\n\n

Take those key features, and plug them into GoSquared<\/a> as Custom Events.<\/p>\n\n\n\n

Simple as that.<\/p>\n\n\n\n

At GoSquared, our clients come to us because they want a platform to engage their users with intelligent and automated messages.<\/p>\n\n\n\n

That means their key activation features include:<\/p>\n\n\n\n