Increasing Renewal Rates by 74% for Member-Based Brand

First, we surveyed a cross-section of existing members using our standardized Apex survey to gather training data for our motivational modelling. This survey was distributed to approximately 3000 people and received 680 responses total. We fed this data into Apex and within seconds, robust motivational insights were available which highlighted that of the 16 key motivators we measure, Valuable was the the highest predictor of churn amongst newer members. Other insights to surface were key topics and themes, prioritized by the top motivators, that customers were experiencing in their interactions with the brand. Next, we combined our behavioral motivators with the client’s existing member data, creating a powerful new view into ‘why’ members’ stay or leave decision making process. Using Apex’s simulation engine, we:

• Identified “Value for Money” as the top renewal motivator.
• Mapped motivational drivers to member behaviors across the CRM.
• Simulated specific actions (like partner offer usage and better service communications) to project impact.