So, what is there to do?
First, identify the minimum set of engagement actions that customers need to perform in order to increase their engagement level, and their frequency.
Then, analyze customers’ behavior with the minimum score from each engagement category.
What you need to do is get as many people as possible above that low threshold.
For instance, if users need to do 1 engagement action per day or per week, you will know how to set up your automation campaigns to decrease their churn risk.
Let me give you an example: one company we worked with discovered that it was enough for their customers to check their in-app inbox at least once every 2 weeks and when that happened their churn risk decreased considerably.
2. Take action when a customer changes engagement level for the worse.
To notice users’ changes in engagement levels it is essential to closely track their in-app activity.
Sync every update of a change in the customer’s engagement level with your automation service or CRM tool.
Target people who decrease their engagement levels as soon as this happens. You can automate this process by creating rules and sending them personalized messages when necessary, like in the following example: