In the highly-competitive SVoD landscape, acquiring customers can be an expensive proposition. It costs more money to find new customers than it does to keep the ones you have. Acquiring and engaging the right customers, keeping them long-term, and winning back former, happy customers is a great way to minimize acquisition costs.
Chances are there are some former subscribers to your video service who were totally happy with their experience. There can be any number of reasons why they would churn but since they had a good overall experience before, perhaps they would come back to enjoy some new content.
Identify the Appropriate Scenarios
There are several scenarios that would lend themselves to employing this particular tactic and you could potentially extrapolate these to an even greater degree. For the most part, these are the cases you would run into and they are similar to the new/exclusive alerts tactics with the addition of the former subscriber’s past viewing history factored in.
- Since they left, you’ve released a new series. This series has a high Attention Index and crosses over well with the audience of a particular series they liked
- Since they left, you’ve released a new season of a series of which they were a fan
- Since they left, you’ve released a new movie has a high Attention Index and crosses over well with the audience of a particular movie they liked
- Since they left, you’ve acquired exclusive rights to a season of a series of which they were a fan
- Since they left, you’ve acquired exclusive rights to a new installment of a movie franchise of which they were a fan
- Since they left, you’ve acquired exclusive rights to a movie. This movie has a high Attention Index and crosses over well with the audience of a particular movie they liked
With Subscriber Export in the Wicket Scorecard, you can distinguish fans of a series from those subscribers that just sampled a show. Targeting a specific show and exporting a list of lost customers with a high CHI score can yield a group that would benefit from seeing the new season, series, or movie. You can then refine this list down to just Fans to really refine the list to the people you desire to reach.
How to Export the List
- From the Customers tab of the Wicket Scorecard, you can export a list of Lost Subscribers from the primary graph (Fig. 1).
- Filter your export based on the criteria that are important to you and click Export. (Fig. 2) Since you’re trying to lure back those that chose to leave your service but were happy subs, the following are suggestions:
- Status = Lost (Voluntary)
- Tenure = 3+ months
- Last Video View = more than 90 days ago
- CHI Score = Happy (80-100)
- Once you have the Lost Subscribers list downloaded (Fig. 3), you can integrate the data into your preferred email or marketing automation platform to begin your win-back campaign.
Our Customer Success team has helped many of our customers launch campaigns like this. If your team would benefit in developing win-back campaigns through an integrated data approach such as this, be sure to reach out to us. We’re happy to help your video service get back on-track to renewing those lost members.