What is Brightback?

Brightback is an automated approach to saving customers at the point of cancel by providing personalized cancel experience that presents targeted offers, optimized to save the most customers through rigorous testing. 

For those who do cancel, Brightback Insights unearth the reasons your customers leave to make improvements upstream, while integrations and workflows that play well with your stack allow you to engage and winback saveable customers later. 

Brightback offers a few key pieces of functionality that work seamlessly together to help you retain the most possible customers, including:

The Brightback Page

Brightback steps in to deflect churn the moment your customer hits“cancel” by redirecting canceling customers to the Brightback Page. Using Javascript, Brightback pulls in details about your customer like lifetime value, product usage, customer age, and more to deliver a personalized cancel experience. It’s from this page we collect the data and intelligence needed to test and optimize for saving the most customers. 

Each page includes Loss Aversion Cards designed to winback customer hearts and minds. Loss Aversion Cards can show account activity, features, personal messages, social proof, invitations for engagement, or freeform images.

User-uploaded image: image.png

Targeted Offers save Customers by providing in-the-moment help based on the reason a customer cancels. Customers that accept an offer get categorized as Deflected and land on the Watchlist in Reports for 30 days, until they are considered Saved after the 30 day mark. During the Calibration phase of the pilot process, we’ll test Offers against different audiences, reasons, and even page placements to find the most effective recipe for saving customers.  

Read more about the Brightback Page in our detailed guide: The Brightback Page

The Brightback Testing Methodology

During the pilot phase, we run a series of randomized tests designed to ensure your Brightback Offers save the most customers from canceling. During testing we look at and test performance in three ways: Offer Calibration, Audience and Segment Discovery, and Page Optimization. 

Offer Calibration

In this phase we aim to discover winning offer combinations by randomly presenting users with a set of offers to determine which offers have the highest lift over the baseline. In the event that there is no clear winning offer combination, we'll shuffle the Offers and repeat.

Once we have a winner, we'll run additional experiments with micro-targeting to compare the winning Offer paired with Reasons.

Audience and Segment Discovery

Pulling information about your customers in via the Brightback JS snippet, we'll identify trends in customer groups by things like lifetime value, how long they've been a customer, activity, lead source, or even custom attributes. As trends emerge we'll group them into customer Segments. 

To continue testing, we'll pair Segments and Reasons with Offers to identify opportunities to further generate lift. In this phase we are looking to identify the combo of which Audience Segment works with the best Offer.

Page Optimization

We'll also test Offer location. We'll perform tests with presenting Offers as pop-up modals when they land on the Brightback Page, presenting Offers once Reasons are selected, showcasing Offers at the top of the page, and presenting Offers to your customers after the final Cancel button is selected. 

Brightback Insights

Brightback has several out-of-the-box reports designed to keep your eat to canceling customers to make improvements to your product and customer experience upstream. 
The Insights Report shows you a breakdown of the Reasons your customers leave, and who is most likely to stay. This Report collects the Reason your customer Cancels or Downgrades from the Brightback Page, and aggregates the data into an easy to digest report you can breakdown in a number of ways. At a glance, view the number of visits to your Brightback Page alongside the number of Cancels, Saves, and Deflect Rate. 

The Trends Report illustrates changes in churn trends over time, helping you understand how changes to your product, support process, and pricing impact Cancels, Downgrades, or anything else you’re using Brightback for. 

Customer Pages enable you to drill into specific data for each customer group with a comprehensive, easily exportable list of all your Customers that hit the Brightback Page grouped by outcome.

Brightback Integrations and Workflows

Brighback plays nicely with many of the tools in your stack to personalize the experience when customers land on your Brightback Page and help create workflows around saving and winning back your customers. 

Here's a list of who we work with, out of the box:

  • Salesforce - Use Salesforce Fields to personalize your Brightback Page and Offers
  • Slack - Get Alerts of Brightback Events in a Slack Channel
  • Segment - Connect Brightback Analytics to any other analytics tool
  • Stripe - Connect Brightback to Stripe to validate saved customers and calculate MRR.
  • Recurly - Connect Brightback to Stripe to validate saved customers and calculate MRR.
  • For everyone else, connect using Zapier!

Additionally, Brightback can send email alerts to your help desk or email system to alert support and success teams of Brightback activity, like when customers cancel or certain Offers need to be activated. Learn more about how Brightback Alerts work here: Alerts and Notifications.

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