Engagement
Churn diagnostic
A three-week reading of one membership’s leavers — billing cycle, sample of exit conversations, and a written brief the welcome desk can use.
Who this is for
Operators of a consumer membership inside an app who can point to a recent billing cycle and a list of people who did not continue. Typical rooms include a fitness pack in Penang, a tuition club that bills parents monthly, a grocery pass, or a reading membership. You need one person who owns renewals and permission to speak with a small sample of leavers.
The result
You receive a written diagnostic: when people actually left relative to trial, reminder, and renewal; what those people said in their own words; and three to five reasons that survive both the numbers and the conversations. The brief is meant to be read aloud to the welcome desk and to whoever writes reminder copy. It is not a slide theatre.
Scope
We take one membership and one complete billing cycle (or two consecutive cycles if the first is too thin). We reconstruct the path from join, through first week, through reminder, through unpaid days. We do not audit your whole company, and we do not compare you with unnamed “benchmarks.”
Included
- A preparation call to agree fields, redaction, and who may be contacted
- A reading of the cycle you provide (counts of joiners, unpaid, cancelled, paused)
- Six to ten exit conversations, scheduled by you or by us with your introduction
- Two working sessions: one after the first reading, one to walk the draft brief
- A final brief in English, plus a one-page version for the desk that greets members
Excluded
- Building or installing software
- Ongoing monitoring after the brief is delivered
- Legal advice on billing or consumer law
- Mystery shopping of competitors
- Work on more than one membership without a separate estimate
Who does the work
Mei Lin Khoo leads the diagnostic. She sits with Farid during the number reading when the cycle is dense, and she conducts or observes the exit conversations. You always know who will be in the room.
How the weeks run
Week one is access and redaction: you send extracts, we send back a field list, you confirm. Week two is conversations and a first map of drop-off against reminder dates and festival weeks. Week three is the draft brief, your corrections, and a closing session. If a leaver cannot be reached, we do not invent a quote; we shrink the sample and say so.
Duration and place
Three weeks of calendar time, with about six to eight working days of our attention. Sessions can be in the George Town studio or on a video desk. Exit conversations are usually phone or video; we do not arrive unannounced at a member’s home.
Preparation
Before week one you name a counterpart, export the agreed fields, and write a two-paragraph history of the membership (when it started billing, last price change, last pause in reminders). If you cannot contact leavers, say so early — the diagnostic can still proceed with a thinner conversation sample, and the brief will mark that limit.
Constraints
We work in English and Malay as needed for conversations. We do not accept extracts that still contain full identity numbers. If your membership is in a regulated category (credit, insurance), we may decline. Clinic-day follow-up is optional and priced separately.
Price
The diagnostic for one membership and one billing cycle starts at RM 8,400. Extra cycles, extra languages for transcripts, or travel outside Penang are quoted before we begin. A deposit of half is due when we book the first session.
Next step
Write to the desk with the membership name, the cycle you care about, and whether leavers may be contacted. We reply within two working days with dates or with a clear no if the work does not fit.