Comments on: ***** Bring Out Your Dead

By: Jim Novo

Jim Novo — Mon, 23 Jul 2007 00:19:58 +0000

Thanks for the comment John. I think you’re right, and you might as well pick up who you can (if any) out on the 9+ month tail, because those that unsub are likely not ever to become customers again anyway…

Glad to hear the RF score is working for ya! For classes – especially high effort ones like scuba – I picture “momentum” being a big part of continuing on. You have to keep them engaged or it becomes easier and easier for them to think about giving it up…fitness classes, running groups, etc. all show this kind of behavior. And short of RF scores, I think people pretty much “predict” the behavior themselves from experience, you know:

“Where’s Sally? She hasn’t been to running group in weeks” and then everybody figures she probably won’t be back. And then they are right.

RF scores just take this same idea people “feel” based on experience and quantify it so you can organize yourself and do something about it.

Thanks again for the input!

By: Jon Rusho

Jon Rusho — Sun, 22 Jul 2007 15:54:42 +0000

I think I see similar behavior with my Scuba diving education business: inactive divers (no classes in 9+ months) take the final step of unsubscribing from my e-newsletter.
Of course, it’s a catch-22: if I don’t do something (eg remind them that they are divers and that there is a lot more to learn), they’re not going to take another scuba diving course; if I send them the newsletter and they unsubscribe, they won’t take another scuba course.

Of course, at 9+ months without a class, they are falling into the “not a customer” category.

PS: the RF ranking methods in “Drilling Down” work pretty well for Scuba education courses. Admittedly, I’m using a failry small data set, but the high RF scores for classes, dives and contact (newsletter) are very indicative of future behavior.

By: Ron Shevlin

Ron Shevlin — Thu, 14 Jun 2007 18:57:32 +0000

They should’ve called it “Let Sleeping Dogs Lie”