Customer Retention

1 Introduction
2 Prerequisites
3 Configuration
- 3.1 Settings
- 3.2 Rights
- 3.3 1. Customer segment
  - 3.3.1 Create a customer segment
- 3.4 2. Measure templates for customer segment
  - 3.4.1 Create a measure template
  - 3.4.2 Connect measure template to customer segment
4 Segment - Definition of Terms
5 Measure dispatch

Introduction

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Video: Webinar BRP Customer Retention
Video dokumentation

Customer Retention helps you retain your customers and increase sales by creating automated targeted messages to individuals in specific segments. These segments set requirements on how a member must have behaved to receive a message. A segment could for example include people who:

Bought a trial week but didn’t buy a regular subscription afterwards
- Example configuration here
Attended an event but hasn’t bought a subscription
Hasn’t visited the facility the last 8 weeks

Definition of the Segment Card

Green: Inbound - people who started meeting the terms of the segment
Red: Outbound - people who no longer meet the terms of the segment
Black/White: Confirmed - people who have met the terms of the segment and have been sent a message (if configured to do so)

Definition of actions under the three dots in the Segment Card

Update: Updates the segment and the people within it manually (otherwise done automatically once per night)
Edit: Change the terms or settings of the segment
Delete: Remove the segment permanently. This can not be undone, not even by BRP staff.

Integration with NG Dialogue

It is possible to integrate BRP Sales Management with NG Dialogue. The integration includes exporting the customer data of the different segments from BRP to NG Dialogue.

Prerequisites

The Customer Retention license is required.
BRP Cloud is required
Push-notification license (optional)

If you are interested in getting started with the Customer Retention functionality: reach out to your BRP Sales representative or Customer Success Manager for more information on how to begin!

Configuration

Settings

Setting	Value

Setting

Value

Activate the Customer Retention Module

(useCustomerRetention)

Yes

This setting needs to be activated by BRP staff

Rights

Enable this right on the roles of those who should access Sales Management and Customer Retention:

Module - BRP Sales Management

1. Customer segment

You can create customer segments based on:

Personal characteristics, such as age and gender
Days since the person became a member (membership journey)
Active subscriptions and how the subscriptions are paid
Commitment period, renewals, and freezes of the subscription
No-shows to group activities and overdue invoices
Future bookings
Upselling and what the customer has or hasn't purchased

Create a customer segment

Go to BRP Sales Management → Customer retention → Customer segment
Click on “Create”
Enter a name of the segment
Add the terms that fits this segment
1. You can add many different terms to fit the need of this segment
2. A segment can include or exclude persons based on a set of criteria
3. Choose if a person has to satisfy any or all terms to be included/excluded in the segment
Click on “Count hits” to verify that someone is included in the segment
Click on “Save”

2. Measure templates for customer segment

A measure template is the template for what and how you want to communicate to a person within a certain segment. One template should be created for every segment, and the message can be sent through:

E-mail
SMS
Push-notifications (require the push-notification license)
MailChimp
Marketing activity (to send an activity for staff to perform, i.e. call the person)

Create a measure template

Go to BRP Sales Management → Customer retention → Measure templates for customer segment
Click on the + (plus sign)
Enter a name
Click on + (plus sign) under Channels
Select the channel
Enter the message → Click “OK”

The property "Show in API" decide which segments will be included in the export template "ActiveSegmentsInCustomerRetention" (TP48913 / 2022.4604)

Connect measure template to customer segment

Go to BRP Sales Management → Customer retention → Customer segment
Click on the three dots on the segment → Click on “Change”
Click on “Settings”
Add the measure template under Automatic dispatch
1. It is possible to add the template under either “Inbound” or “Outbound”, or both. This means sending the message either when a person enters the segment (by meeting the terms configured for that segment), or moving out of the segment (by no longer meeting the terms configured for that segment).
Click on “Save”

Segment - Definition of Terms

All terms are in the context of what a person holds

Terms	Characteristics	Parameters	Examples

Terms	Characteristics	Parameters	Examples
Active Subscriptions - Automatic Renewal	Subscriptions with automatic renewal turned on or off	Subscription Deviation
Active Subscriptions - Freeze	Subscription freezes with specified start and end dates	Subscription Start date End date	Match subscriptions that were frozen on 2022-02-14: start date before 2022-02-15 and end date after 2022-02-14
Active Subscriptions - Payment Method	Subscriptions with a specified payment method: Direct debit (AG) Single payment Recurring card payment (RCP)	Payment method Deviation
Active Subscriptions - Product Label	Subscriptions with a specified product label	Product label Deviation
Active Subscriptions: Monthly Cost	Subscriptions with a monthly cost (rounded down to the nearest whole number) Calculation: Charging unit - Day: Subscription cost / subscription product's charging interval * 31 Charging unit - Month: Subscription cost / subscription product's charging interval (min. 1)	Subscription Monthly cost Deviation	Subscription 200:-/7 days - Monthly cost = (200/7) * 31 = 885:- Subscription 5000:-/year - Monthly cost = 5000 / 12 = 416:- Subscription 300:-/month - Monthly cost = 300 / 1 = 300:-
Age	Current age	Age
Customer churn probability		Precentage
Customer churn risk		Customer churn probability
Customer Type	Is or is not specified customer type	Customer type
Days Remaining on Non-Renewing Subscription	Has X days remaining on a non-renewing subscription, calculated from today's date	Days Subscription
Days since overdue invoice	Has an invoice that has been overdue for X days, calculated from today's date If the invoice is a direct debit (AG) invoice, the value for the setting "Block card after a number of overdue days" is considered	Days
Days since signup	X days have passed since becoming a customer	Days
Days since subscription creation	X days have passed since the first time a subscription was signed	Days Subscription
Gender	Is or is not specified gender	Gender
Group Activity - Active No-Show	Has X number of active no-shows for group activities	Days Number of times
Group activity - Participation	Checked in for group activity	Product Days Number of times
Gym visits	Checked in for a workout session, not linked to a group activity booking	Days Number of times
Has been part of segment	If customer has been a part of an other segment	Segment Number of times
Member	Considered to be a member	Member
Membership - End date	Number of days since the membership ended	Days
Membership - Start date	Number of days since the membership started	Days
Product labels booking date	Has a product booked considering the booking date, with a specified label	Product label Days Number of times
Product labels bought	Has purchased a product, with a specified label	Product label Days Total inc. VAT Number of times
Product labels start date	Has a product booked considering the booking start date, with a specified label	Product label Days Number of times
Products bought	Has purchased a product, of specified type	Product Days Total inc. VAT
Products start date	Has a product booked considering the booking start date, of specified type	Product Days Total inc. VAT
Service booking	Has made one or more service bookings based on specified values	Product Days Number of times
Subscription	Not interrupted Debited OR has a pending debit OR has automatic renewal	Subscription Deviation
Suspended	Checks if a customer is suspended or not	Suspended
Value card	Value cards validity left for specific value card Remaining days left for specific value card Remaining punch tickets left for specific value card Remaining amount left for specific value card Has purchased a product Has purchased a product, with a specified label	Valid Remaining days Remaining punch tickets Remaining amount Product Product label (Value card)
Visits	Has visits/entries registered in the system. Only counts "new" visits, i.e., only one visit per day is counted, even if the person visited the facility multiple times in one day.	Days Facility Number of times

Measure dispatch

The Measure dispatch is a list of actions/messages that have been sent to people within a certain segment.

Dokumentation