Who is about to go quiet, and why
RFM tells you who went quiet. Churn tells you who is about to. A forward-looking risk score for every customer, built from the same data, and it always shows its reasons.
Where it sits: The Predict stage of the loop. RFM feeds it; it pushes a risk score into Braze to trigger the save.
A score, with reasons
Every risk score comes with its top reason codes, so a marketer knows why to act, not just that they should.
Recency is a hint, not the answer
Recency only tells you they have gone quiet. Churn weighs the trend, the depth and the subscription to see it coming.
Value-weighted
Each score carries the value at stake, so retention effort concentrates where a lapse actually costs something.
The same customers, through the churn lens
The cast you met in RFM, re-read for lapse risk. Tap any customer to see their full journey.
How far past their normal rhythm they have drifted
How far past their normal rhythm they have drifted
How far past their normal rhythm they have drifted
How far past their normal rhythm they have drifted
A shallow, single-product footprint lapses more easily