Customer health scoring for a DTC digital health product

kristinhaluch
Member Posts: 6




Does anyone have experience with customer health scoring for a DTC digital health product. I am trying to determine the best approach to calculating our subscriber health score (for a digital health fitness product) particularly around reducing member churn and would love to pick someone's brain about this topic!
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Hi @kristinhaluch--
In my experience, health scores for DTC are actually more accurate than B2B because the consumer alone is the decision maker. The process for calculating a data-driven health score is the same:- Interview consumers to learn why they renew or cancel
- If possible, quantify these factors using a required field in the cancellation workflow to collect data for Pareto analysis
- Look upstream in your process or in your consumers' behavioral data for possible factors related to churn
- Identify and collect any missing data
- Perform factor analysis to ascertain validity (covariance) of each factor
- Develop a predictive model, using a classifier such as logistic regression
Logistic regression will predict the probability of churn given some set of factors X1, X2, .. Xn. A confusion matrix will give you the predict accuracy of the model.
Hope that helps!1 -
Hi @kristinhaluch We recently implemented a health score. I will reach out to my our main resource who managed it and invite them to this conversation!1
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