What is At Risk' Tagging?

The concept of 'At Risk Tagging' takes root from the need to retain existing customers in a business.

All businesses face customer churn to some extent, with customers leaving for a variety of reasons. To mitigate this, companies started studying data and patterns around why some customers choose to leave their platforms, thus paving the way for the 'At Risk Tagging' tactic.

In essence, 'At Risk Tagging' involves using thorough data analysis to identify the signs that point to a customer potentially leaving (churning). Once these markers are spotted, the customer is tagged as 'at risk'. The primary goal of this tagging is to proactively address the customer's concerns and work towards retaining them. Doing so could involve offering increased support, providing incentives, or improving the product or service to meet their needs. This tactic falls under the 'Retention' category because its purpose is to keep existing customers actively engaged, reducing their likelihood of leaving.

Examples of At Risk Tagging

1. Streaming Services: After analysing churn patterns, a movie streaming service identifies that customers who don't log in for two weeks or more are likely to cancel. It then tags these users as 'at risk' and sends personalized movie recommendations and discount offers.

2. Subscription boxes: A monthly beauty box service finds a correlation between customers leaving reviews and their likelihood to continue subscribing. Therefore, customers that haven't left a review within a certain amount of time are tagged as 'at risk', and the company initiates an engagement activity, like asking for their product preferences for the next box.

3. Online course providers: A platform offering online courses observes that users who do not engage with their learning content regularly are prone to unsubscribe. These users are tagged as 'at risk' and are invited to join discussions, webinars, or provided with additional learning resources.

4. SaaS Companies: A Software-as-a-Service (SaaS) company finds that if a customer hasn't logged in to use their software within a month, they are likely to cancel their subscription. These users are tagged 'at risk', and an account manager reaches out to assist with any potential problem.

5. Telecom Providers: Telecom companies often tag customers as 'at risk' when their calling activity decreases significantly. These customers are then targeted with personalized top-up plans and special offers.

Marketing Tactics Similar to At Risk Tagging

1. Customer Segmentation: This marketing strategy involves dividing a customer base into specific segments based on various factors like demographics, behaviour, and preferences. Like 'At Risk Tagging', it uses customer data to serve more personalized customer experiences.

2. Customer Journey Mapping: This strategy involves creating a visual representation of every experience your customers have with you, akin to identifying churn factors in 'At Risk Tagging'.

3. Predictive Analysis: This technique entails using statistics and modeling to determine future performance based on current data, similar to how 'At Risk Tagging' predicts potential churn.

4. Customer Satisfaction Surveys: These surveys collect customer feedback to understand their satisfaction level with a brand's product, service or support. This feedback can be a valuable source for identifying potential 'at risk' signals.

5. Retargeting Campaigns: These campaign strategies aim to engage customers who've shown interest in a product or service but haven't made a purchase, similar to how 'At Risk Tagging' targets customers who might churn.

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