The Experience Journal: NPS & Churn

Our latest whitepaper on why you should dig into the 'why' behind the NPS score. Go beyond NPS with an AI/ML-based model and root cause analysis. [experience-journal-type] Issue 03 April 28th, 2022 NPS & Churn Isolate, Identify & Predict [Excerpt](113/c2fql04/MVWM6HF1vJxW7JwF_920Y7gRVfQRxk4JqxVPN5XFYmG3lLBGV1-WJV7CgSFnW2tp-7R8mgdcXW45V8__55CynyW4jxSw64hTz56W8DZ-9S8vvm3QW3V7tyg3hH0SlW2dKJSH3x0BjBW8fhlks35n50JN7x9Vq3j-fGMW4PZjdT659ZgGW674-DV7K3S0vW2hnGwZ5wxKWdW1XZDcp8wnWnQW7SRw8d1lXY50W4RNPW8615lbGW1f6fDJ6q-3wzW2R94nb1dySqLW30Jn9p1P5C1bW3kKyp_5902HkVVZ1zS8rz8x5VxYlC13Dm9YBW3yPYDH6Fz_yVW1Z7yxm4YqyvlN7q2B-mcK5VZW54cGSs7hgcKY3dkn1) NPS is a widely used methodology to measure CX and as a measure of predicting customer loyalty and in turn, profitability. We also know that Customer Churn is the single measurement that can sustain companies through good and bad times. However, determining and more importantly predicting Churn without a data-science team dedicated to this is nearly impossible. Most data-science teams look at behaviors and try to correlate a multitude of behavioral variables to exit variables. While this is theoretically true, this almost never gives researchers the “Why” – it only gives a co-relational model – not a causational model. In this whitepaper, we show an enhancement to the NPS model – to include an operationally & cognitively easy way to - Isolate & identify reasons for churn (root cause) et al. - Auto-Identification – Establish a model for dynamically and automatically updating the reasons. - Predicting Churn – Based on the Reason-Identification comparisons of Passives Vs. Detractors. [Read the full article](113/c2fql04/MVWM6HF1vJxW7JwF_920Y7gRVfQRxk4JqxVPN5XFYmG3lLBGV1-WJV7CgP8HW1DpvXp6y1ZQjW6921Jp2G7MxMW2gvGC62JmV77N2BY2YDCnxYzN4rMh6GxVnnRW9hSSs782DQzbN1CPCBH_DpnBW79Gkd58kYPjFW2tDSNw67ly_6Vd7Hyv5QsPZqW8ByKNJ15cF59VWRz9v4N31ngW6Kl5N831QJXKVjlhTJ6PjGDcW3NgfXf6W8FQcW4V5CVX4RNbHmW6ptHzt3Pys4PW4zXjx98PcQngW7ktFS52qSVNNW2tb9kP57pwQbW81Ph3D82LMzvV3q3LV22jtKzW2fxnrr3-015WW1BBqXy6x4dp83bXs1) The first task at hand is Isolation. By isolation, we mean determining the top one or two reasons why someone has the propensity to churn. We let the customer choose between a set of “reasons” when they go through an NPS survey. This process allows for the isolation of the reasons automatically. The next part is concrete identification. We use a data/content dictionary to determine “topics” – using an NLP/text model. Again, this would be much more accurate, because we are only looking for “Topics” that the user has to type in. QuestionPro has partnered with Bryght.ai and will be using an AI/ML model for topic identification. The customized data dictionaries based on verticalized industry knowledge give us better and more focused accuracy. We also do predictive suggestions – very similar to Google Suggest – as users are typing in, we show them what others have suggested. This allows users to simply choose the item, instead of exponentially expanding the data dictionary. Read the article to find out more about how Uber uses a simple choice model for churn identification. [Read the full article](113/c2fql04/MVWM6HF1vJxW7JwF_920Y7gRVfQRxk4JqxVPN5XFYmG3lLBGV1-WJV7CgBpsN2BGNPvBjBDcMl7d7mMGZMlW75wLLx4DFnX2W2rxl4-83yDw0W6kKqZz4Wd220W6QvqT_6LrvtVW6BjC463Yg68SW1ML_1Q7sJdvkW6zstyZ6yxX_5W4bt2xm6J_-CTW4l9LnZ8Pmn7KW50Gq2M1JLx3xW1fHhfY7q-_-sW5yg9hv7_-0qlW57-dB87PNLqyW1ZQfz_2RnfLlW3Rn9lj1zS9cKW81_TrT7ybZLFW5T2VHL8VJ4bNW7QXvCK8Vfk2DW693Q1L6wFlydW5XMYGh8LBMYYW6HBzv57ZSfGlW1TwDRf48SrGv33jn1) Authors [Ken-1] Ken Peterson President, QuestionPro CX Ken has over two decades of experience in CX research, focusing on combining operational with experience data to generate business insights and global CX deployments. [LinkedIn](113/c2fql04/MVWM6HF1vJxW7JwF_920Y7gRVfQRxk4JqxVPN5XFYm33lLB3V1-WJV7CgZC2V793BM2Gf3QxW15WK0q4BdTt_W4L1Glb64W_pBW4kJdMV6QWTlbN39bRNl8VchCW2sK1n16sLLCFW57D_C92bbDnRW4VfxFd4XgKKRTY-m_8hBNjQW7qkdqr3hHpGDW6B-CMM6tlfGCW2-rkd74FgVhXVjwZVw8mM9TGW4QLn-g85p4cbW7hH3Tb1R8yDcW80XnWh23RrV0W4M5k2j3Pwb-mW401Ckt1Vyr7PMRdJFD-9SbjW1Gw44Y3THKlY35Yx1) [Website](113/c2fql04/MVWM6HF1vJxW7JwF_920Y7gRVfQRxk4JqxVPN5XFYm33lLB3V1-WJV7CgFsHW810Jpw6v3w9CW1gpRL75dXR25W3KfH0B754JLCN1ZSjYJGvnspW4p_yVj4qQ-t8W2TJHTd89SPVJW1L6blR8jZCRlW1MZf_x8kCL3cN6Sj0n_yV53dW13lVcm8GWJsDW4TvfpP3vCtlVW3J4vLb101yTfW8953r04t-fFQN8QW77ncj98dN3ByPmYVnBRqW3L9dm86mRqndW2vltCq6GNhzTN87M8jwYXWV_W2D3HWY5-SNnvN7PFW-Z-Pv0f3b5N1) [dennisw] Dennis Wakabayashi VP of Customer Experience, Fortune 500 Company Dennis works with leading business executives to help them realize their dream of business transformation. He’s also an instructor at the University of Wisconsin - Madison where he teaches digital marketing to the next generation of marketing leaders. Dennis has more than 50,000 followers on social media and hosts marketing industry events as well as regularly speaks on stage on the topic of customer experience. [LinkedIn](113/c2fql04/MVWM6HF1vJxW7JwF_920Y7gRVfQRxk4JqxVPN5XFYmm3lLBmV1-WJV7CgLhRW8P-dZN3x3SjHW6tx0Dv59Nfm8W1N-SP_1LL-97W27kppy4qLvjYVs2dPV1BxFKWW4TW5c_2cc815W4ss98w3bjSVtW4GBNCj4Hc3BKMPL4chd37VnW76Z8sz7zxHdkW8WGgWv3k-q2pW10Y83h5rhyCqW5QXyWT6ZDYgKW3MP9X56Cj3TRW4fc0_97nJ7cXW2Sg0f76-Hy2pW4W9wRy5sQfPXW1vQWtB35KVMtW8k7jNz7Zs7W2W3RP6825WMkdkW3vND9J58N0JQW3MJq156pP90M3hyj1) [Website](113/c2fql04/MVWM6HF1vJxW7JwF_920Y7gRVfQRxk4JqxVPN5XFYm33lLB3V1-WJV7CgPKTW7FbQcJ40DqyVW678PJp28XBYJN7-CBZZKtwcjW94PTlt1hjB8DVgVRY34bB-qTW1vcqp16hl_03V59CQ52y1pqbW8RSfw04cBCr0W1SmmYG21GcGnW1PR4XL5gK2p6W2DnVYp4NGB02W3MVKLJ5MXHrgW4bvrfq77Z6BdVZZSV14ZV1BKW5tpy103htSkgW1T8Nt61gQckjN4JwRt_6kPvtW45-MBD5Q6z8WW33s07l1Wt32BW7JVwHn88l5tg3pdy1) QuestionPro Inc., 750 North St. Paul Street, Suite 250 PMB 62790, Dallas, Texas 75201, USA [Unsubscribe]( [Manage preferences](