Increasing Retention Through Driver Analysis

How a B2B company found which experience drivers moved the needle on retention—and acted on them

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Challenge

A B2B company with subscription and contract revenue was facing rising churn. They ran NPS and satisfaction surveys but couldn’t say which levers to pull first. Product, success, and support each had hypotheses; no one had evidence that linked experience dimensions to retention.

We were asked to run driver analysis: link survey and behavioral data to retention outcomes, rank drivers by impact, and produce a prioritized list of improvements so the organization could focus on what actually moved retention.

Approach

We built a matched dataset of survey responses and retention outcomes. We ran regression and driver analysis to quantify which experience factors had the strongest association with retention and NPS. We then produced a ranked driver list, recommended ownership by function, and a short roadmap for the top three drivers.

Solution

We delivered a driver-led retention roadmap.

We aligned 12 months of survey data with retention and contract renewal data at the account or customer level. We ran driver and regression analysis to rank experience factors by impact on retention. We delivered a driver ranking, ownership recommendations, and an executive summary with the top three initiatives. Timeline: 7 weeks.

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Discover how Intellimark can help you connect experience drivers to retention—and act on what matters.

Outcome

The company had evidence-based priorities:

Metrics / Results

+9% retention in the segment where the top driver was improved

3 drivers ranked and owned by product, success, and support

Roadmap adopted for the next planning cycle

Repeat analysis planned to track driver impact over time

Fin.

Retention improves when you fix the right things. They knew which ones.

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