Customer Retention

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

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Definition of the Segment Card

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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

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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)

Configuration

Settings

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

1. Go to BRP Sales Management → Customer retention → Customer segment

2. Click on “Create”

3. Enter a name of the segment

4. 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

5. Click on “Count hits” to verify that someone is included in the segment

6. Click on “Save”

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Example

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

1. Go to BRP Sales Management → Customer retention → Measure templates for customer segment

2. Click on the + (plus sign)

3. Enter a name

4. Click on + (plus sign) under Channels

5. Select the channel

6. 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

1. Go to BRP Sales Management → Customer retention → Customer segment

2. Click on the three dots on the segment → Click on “Change”

3. Click on “Settings”

4. 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).

5. Click on “Save”

Segment - Definition of Terms

All terms are in the context of what a person holds

Active Subscriptions:

Subscriptions with the following characteristics:

• Not interrupted

• Debited OR has a pending debit OR has automatic renewal

Active Subscriptions - Renewal:

• Subscriptions with automatic renewal turned on or off

Active Subscriptions - Payment Method:

• Subscriptions with a specified payment method:

  • Direct debit (AG)

  • Single payment

  • Recurring card payment (RCP)

Active Subscriptions - Freezing:

• Subscription freezes with specified start and end dates

Example:

• Match subscriptions that were frozen on 2022-02-14: start date before 2022-02-15 and end date after 2022-02-14

This allows for finding persons with subscriptions that are:

• Frozen during a specific interval (at least one day)

• Starting a freeze during a specific interval

• Ending a freeze during a specific interval

Active Subscriptions - Product Label:

• Subscriptions with a specified product label

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)

Example:

• 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:-

Deactivated:

• Either deactivated or not

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 Remaining on Non-Renewing Subscription:

• Has X days remaining on a non-renewing subscription, calculated from today's date

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

Membership - Start Date:

• Number of days since the membership started

Membership - End Date:

• Number of days since the membership ended

Days Since Registration:

• X days have passed since the first time a subscription was signed

Group Activity - Active No-Show:

• Has X number of active no-shows for group activities

Group Activity - Participation:

• Checked in for group activity

Gym Visits:

• Checked in for a workout session, not linked to a group activity booking

Customer Type:

• Is or is not specified customer type

Gender:

• Is or is not specified gender

Member:

• Considered to be a member

Product - Booking Date:

• Has a product booked considering the booking date, of specified type

Product - Purchased:

• Has purchased a product, of specified type

Product - Start Date:

• Has a product booked considering the booking start date, of specified type

Product Label - Booking Date:

• Has a product booked considering the booking date, with a specified label

Product Label - Purchased:

• Has purchased a product, with a specified label

Product Label - Start Date:

• Has a product booked considering the booking start date, with a specified label

Service Booking:

• Has made one or more service bookings based on specified values

Age:

• Current age

Measure dispatch

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

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