Gamification strategy to reverse CHURN

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"CHURN" happens one of the dreaded things over the course of a PM's contribution across the stages of the PLC. No doubt, it is best avoided altogether. But here's how one could employ gamification to reverse churn. #prodmgmt #churn #gamification #strategy 1/n

When users begin using the product its possible they keep away for brief periods owing to various reasons. Whether that's considered CHURN or a precursor to it, its a shaky ground to be on. This write-up covers a way around overcoming that problem: mgmtinc.substack.com/p/gamification-ixd-and-what-it-takes 2/n

Delving deeper into that STAT: - more than 66% of SaaS orgs. find themselves staring at 5+% of CHURN Arbitrarily speaking, if an org. boasts of 1M users then that number amounts to 50K & if that continues henceforth it'd take ~2 yrs for the org to run into bankruptcy. 3/n

Could anything at all be done in trying to get those 50K users to change their mind over the one month period post their Churn / them deciding that they're going to stop using the product? Here's a few leading reasons why the users churn in the first place: 4/n

And, talking of strategies to reduce CHURN, here are a few of them employed industry wide: 5/n

So, now to the central idea of this thread: 🤔 where & how does gamification fit into all of this? Let's get started with 4 steps: STEP 1. use data to gain insights studying data closely could reveal footprints of users & exactly where they broke-off in their journeys 6/n

STEP 2. build an understanding of user profiles once you have a track of those user journeys & their friction points, you could also bide some time to classify the users based on their persona, goals so as to understand their profiles 7/n

STEP 3. personalize the UX based on the various problems / friction points that led those users / user groups to churn you could get back to the board with the internal teams & brainstorm how to address them & personalize the UX which starts by knowing your users well 8/n

STEP 4. measure & optimize retention metrics post stitching the UX back into shape it's important to quantify those success factors transforming them & picking out the right metrics that ought to lend direction over where you stand & then get to optimize them 9/n

Now apply gamification over these steps: 1) split tasks into a list of subtasks & represent them step-wise (1 to n | where 2<n<10) 2) use insights gained from STEP 1 3) derive motivations from the user profiles built in STEP 2 4) club subtasks from (1) with (2) & (3) 10/n

Ensure you post a message in there as well as mentioned right below the title & just above the gamification board. So, once done your gamification board ought to end up looking something like this: 11/n

The use of a Mailchimp ought to underlined here in terms of getting a hang of how many of those Churned users: - receive - view - read - click on the link of the website - login - get on to finishing the job on hand 12/n

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