What if the reason your customers buy - or leave - has nothing to do with your product? At Embark, we dig deeper than behaviour. Using a technique we call Motivation Backcasting, we uncover the emotional drivers behind customer decisions - Certainty, Growth, Recognition, and more. Because when you understand the real “why,” you don’t just reduce churn. You create value they can feel. Read on to find out how we do it.

When it comes to customer experience and its impact on customer retention, unless satisfaction is through the roof, mostly the data will point to a number of areas requiring improvement. In this post we outline the method we use to determine which action will have the biggest impact on customer satisfaction, loyalty, renewal and retention.