Churn is a major challenge for PERS dealers, especially in a subscription-based business where high customer turnover directly impacts long-term revenue and profitability. With this in mind, we asked ChatGPT what it thought about churn and how PERS dealers could reduce it.
From ChatGPT, here are seven strategic actions PERS dealers should take to reduce churn and improve retention, with practical tactics for each:
1. Redesign Onboarding for the Senior and the Family
From ChatGPT, here are seven strategic actions PERS dealers should take to reduce churn and improve retention, with practical tactics for each:
1. Redesign Onboarding for the Senior and the Family
Problem: Seniors may stop using the device if it’s confusing, or if they don’t understand the value. Family members (often the real buyers) may not know how to support its use.
Solution:
- Create a “welcome kit” with clear visuals and videos for seniors and caregivers.
- Include a first-week check-in call to ensure the device is working, comfortable, and being worn consistently.
- Offer optional family portal setup so adult children or caregivers get training on how to best support their loved one.
Problem: Many users cancel because they feel embarrassed or don’t want to feel “old.”
Solution:
- Offer discreet, stylish options (e.g., smartwatch-style devices or necklace pendants that are modern and sleek looking).
- Train reps and marketing teams to emphasize freedom, independence, and peace of mind—not fear.
- Include testimonials that show confident, active older adults using the system.
Problem: If the button is “never used,” customers may think it’s a waste of money—even though that's a good outcome.
Solution:
- Add features like daily check-ins, medication reminders, or wellness tracking to increase perceived value.
- Provide monthly usage summaries to show the customer how the system benefits them (e.g., "You're protected 24/7, and your family was alerted once when we detected a fall").
4. Build Caregiver Loyalty, Not Just End-User Loyalty
Problem: Seniors may cancel due to cognitive decline, death, or moving to assisted living. Caregivers often manage the account.
Solution:
- Keep caregivers engaged with real-time location tracking, and fall prevention tips.
- Offer discounts on multi-user plans so caregivers can also monitor multiple loved ones.
- Create referral programs specifically targeting adult children or professional caregivers.
5. Introduce Retention-Focused Customer Service Triggers
Problem: Most dealers only interact with customers at setup and cancellation.
Solution:
- Use proactive retention triggers, such as:
- Automatic alerts for non-usage (e.g., hasn’t pressed their button in 60 days).
- Anniversary calls to check on satisfaction.
- Proactive replacement or upgrade offers if battery life or wearability declines.
6. Offer Pause and Transfer Options Instead of Cancellation
Problem: Customers cancel during hospitalizations, rehab stays, or while deciding on long-term care.
Solution:
Problem: Customers cancel during hospitalizations, rehab stays, or while deciding on long-term care.
Solution:
- Create a “pause my service” plan that keeps the account active at a lower monthly fee.
- Allow easy device transfers to another family member.
- Offer a “moving to care facility” package that works in assisted living or rehab centers.
7. Use Data to Predict and Prevent Churn
Problem: Dealers often don’t know a customer is unhappy until it’s too late.
Solution:
- Track key churn signals like:
- Repeated false alarms
- Lack of device use
- Missed billing or customer service complaints
- Set up automated CRM workflows to flag and respond to these signals with check-in calls, special offers, or a tech refresh.
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