02 — Case study
CSD: Competitive Surprise & Delight
Customer Experience · Retention · Lifecycle Marketing
The challenge
Reduce controllable churn among competitive-risk customers without relying on blanket discounting.
The strategy
Designed a surprise-and-delight journey that recognized at-risk customers with timely, high-value experiences and follow-up communications.
What I built
- → Lifecycle trigger strategy
- → Customer recognition moments
- → Retention messaging
- → Cross-channel journey design
The impact
31%
Controllable churn reduction
CX
Lift in perceived value
My role
Customer Experience · Retention · Lifecycle Strategy