What impressed us most was Churned’s use of AI and machine learning to provide actionable insights. It's not just data in a dashboard; it gives us smart recommendations to reduce churn effectively.
Pepijn Speckmann
Head of Impact & Operations - PLNKTN
Industry:
B2C subscription
Service company
PLNKTN
Size of customer base
35.000+ Active customers
Key products/services offered
RFM segmentation and predictive reactivation models.
Introduction
For PLNKTN, retaining subscribers isn’t just important—it’s essential. Subscriber retention fuels long-term growth and profitability for any subscription business, making it critical to sustain their momentum. However, as PLNKTN scaled quickly, managing retention became more challenging.
Basic churn dashboards and manual checks only scratched the surface, leaving PLNKTN without the insights or tools needed to take effective action. At the same time, a lack of detailed customer data—like gender, urbanity, and property value—made it difficult to create tailored customer journeys or deliver meaningful personalization.
The result? A missed opportunity to build deeper relationships with their growing subscriber base.
“We saw that churn was a super important KPI, but we weren’t doing much with it. We wanted to focus more on it, get deeper insights, and take action.”
– Chris van Dommele, Growth Lead at PLNKTN
Problem statement
PLNKTN chose Churned because of its results and action-driven approach to churn prevention.
Churned’s advanced A/B testing and data-driven recommendations tailored to specific customer segment stood out as a game-changer. By aligning perfectly with PLNKTN’s goals of stabilizing churn rates and enhancing retention, Churned became a key partner in their success.
Our strategy
Churned empowered PLNKTN to take charge of their retention strategy through a combination of innovation, data-driven insights, and seamless integration into their workflows.
While PLNKTN had already experimented with A/B testing, Churned’s AI models brought a new level of sophistication by introducing segmentation based on demographic data such as gender, urbanity, and property value. This allowed PLNKTN to personalize their Welcome Journey and deliver the right messages at the right time to the right customers.
Key Actions Included:
Welcome Journey Optimization: By leveraging Churned’s AI-driven recommendations, PLNKTN reduced churn to 30% by segmenting customers within A/B tests and fine-tuning communication frequency for each group.
Enhanced Personalization: Demographic data enabled PLNKTN to tailor experiences to individual customer needs, boosting engagement and satisfaction.
Operational Integration: Churned became a seamless part of PLNKTN’s workflows, ensuring continuous testing and data-driven decision-making.
Results and Success Metrics
Financial Impact and Churn Reduction: PLNKTN saved €29,400 over seven months by retaining 4% more customers monthly through optimized Welcome Journeys.
Improved Customer Experience: Tailored segmentation boosted customer satisfaction and retention.
Expanded Customer Knowledge: By adding demographic data like gender, urbanity, and property value, PLNKTN gained deeper insights into their customer base.
The Future with Churned
PLNKTN is just getting started. The company plans to expand its use of Churned by exploring advanced features like enhanced RFM segmentation and predictive reactivation models. These tools will enable PLNKTN to identify high-value customers and focus on reactivating at-risk subscribers with targeted outreach.
With ongoing testing and continuous learning, PLNKTN is well-positioned to further reduce churn, improve upsell rates, and deliver unique customer experiences.
Key Takeaways
PLNKTN, a rapidly growing B2C subscription business, partnered with Churned to transform its retention strategy using AI-driven segmentation and personalized customer journeys. By focusing on data-driven insights—like gender, urbanity, and property value—PLNKTN reduced churn, saved significant costs, and delivered a more relevant customer experience.
Savings: €29,400 saved over seven months through improved retention
Churn Reduction: Retained 4% more subscribers each month
Personalization: Targeted messaging and communication frequency based on key demographics
Operational Integration: A/B testing and AI insights became part of daily workflows
Results
€29,400 saved in 7 months
4% monthly churn reduction
Enhanced retention through AI-driven segmentation
Written by
Muus Ebbelaar
Business development
