Captions · AI video editing app
Track what share of subscribers contact support each month and watch for jumps
Steady at ~3% a month; jumps flag bad releases, outages or promos
Unknowncustomer-supportanalytics-attribution
What they did
Contact rate = share of subscribers who reach out in a month (Captions ~3%). Use it to forecast next month's inbound volume and staffing, and investigate swings (e.g. 1.5% to 4%): a failed release, an outage, a coupon or promotion. Marketing must tell support before promotions, billboards or big campaigns so it can staff up or hire temps.
What happened
Contact rate ~3% monthly, considered healthy.
- Stage
- Scale (scaling)
In their words
Sub Club by RevenueCat · How to Reduce Churn & Boost Growth with Fast, Empathetic Customer Support — Eli Winderbaum, Captions“Another one that is interesting is contact rate, which is the percentage of customers of subscribers who reach out in a given month.”
“If one month you've got a 1.5% reach out rate and the next month you've got a 4%, you know, what happened?”
“If we're going to run a campaign where we're going to put up a billboard in in Times Square, or in an ad in the subway, or Super Bowl commercial, for God's sake, like you got to tell your support team.”
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