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<Video url="https://www.youtube.com/embed/MLV-3qY20tM?si=q54gjKkZWA4g-HUn" />

**CJM (Customer Journey Map)** is increasingly being discussed as one of the most valuable tools in a marketer's arsenal. This is especially true in the pharmaceutical industry, where direct advertising is tightly regulated, and the target audience — healthcare professionals and patients — demands a thoughtful and personalized approach.

In this article, we’ll explore why pharmaceutical companies need a CJM, what problems it solves, and how it helps build effective communication strategies.

## Features of Pharmaceutical Marketing

Marketing in the pharmaceutical industry is a completely different game compared to other sectors. Here, the rules are extremely [**strict**](https://www.fda.gov/drugs/prescription-drug-advertising/prescription-drug-advertising), especially in the U.S.: promotion of prescription (Rx) drugs is only allowed in professional medical media and must comply with FDA regulations. Over-the-counter (OTC) products can be promoted to the public, but only in strict adherence to the law — no exaggerations, only evidence-based claims. One misstep, and your advertising materials could be flagged or pulled, and your company fined. So traditional mass advertising simply doesn’t work here — more precise and thoughtful strategies are required.

Additionally, pharma has a very long [**customer journey**](https://altcraft.com/glossary/customer-journey-map-how-to-create-one-and-why-its-needed) from initial awareness to final decision. A doctor might hear about a drug but only start prescribing it months later. Or a patient may see information but wait until after a consultation to consider trying it. All of this requires trust and consistent, well-crafted engagement.



Universal messages don’t work here. A physician needs clinically proven, evidence-based data relevant to their practice, while a patient needs clear, human language and reassurance about safety.

Another important factor is confidentiality. Working with personal data in pharma is strictly regulated, and marketers must account for all legal and ethical nuances. In the U.S., this includes compliance with HIPAA and FDA advertising guidelines. Success comes to those who can build subtle, personalized, and appropriate communications — without crossing legal lines.

<Baner
 title='Improve Customer Relationships Through Personalized Messaging!'
 desc='Learn how to do it with Altcraft Platform'
 theme='light'
 btn_title='Book a Demo'
 background_color='linear-gradient(92.74deg, #3583FF -36.98%, #4A2DFF 50.34%, #790FFF 123.51%)'
 href='/en/setupDemo/' />

### Digital Marketing Trends in Pharma

<Table>
| **Trend** | **Description** | **Examples and Features** |
| ------ | ------ | ------ |
| **Digital Channels** | Using the internet to access information and engage with audiences | Patients search symptoms and medications online, physicians attend webinars, online pharmacies grow, and digital spends increase |
| [**Precision Personalization**](https://altcraft.com/features/personalization) | The growing importance of data-driven personalized content | Doctors only read content relevant to their specialty, patients engage with messages tailored to their conditions; interest segmentation and analytics are key |
| **Automation and AI Workflows** | Implementing automated communication triggered by user behavior | Emails, reminders, message sequences triggered by registration, purchases, or user activity |
| [**Omnichannel Engagement**](https://altcraft.com/blog/omnichannel-and-multichannel-marketing) | Multichannel interaction in a unified sequence | Email, messengers, webinars, websites, SMS, and in-person visits — all integrated into a logical touchpoint journey |
</Table>



## How a CJM Helps Engage Different Audiences in Pharma

One of the key advantages of a Customer Journey Map (CJM) is its ability to tailor communication strategies for different customer groups. Physicians, patients, and medical reps all interact with a pharmaceutical brand differently — they have different needs, expectations, and engagement patterns. A well-structured journey map helps account for these differences and design communication that actually works.

**Physicians**. For pharmaceutical companies, physicians are often the primary audience, especially when promoting prescription medications. A CJM helps clarify how a doctor becomes aware of a new drug, where support is needed in the decision-making process, and what influences prescribing behavior. A typical physician journey includes several steps:

- learns about the medication through professional medical channels;
- reviews clinical data;
- compares with alternative treatments;
- prescribes it to a few patients;
- evaluates outcomes and decides whether to prescribe it regularly.

At each stage, the needs are different: first — access to verified information, then — answers to specific questions, and later — support if the physician begins using the drug. It’s important to provide the right content at the right time: clinical studies, usage guidelines, and responses to clinical doubts. For example, if a physician asks a question after a webinar and receives a personalized response from a company medical expert — that directly impacts loyalty and trust.

**Pharmacists** are a crucial link in promoting over-the-counter (OTC) medications. They have a direct influence on customer choices at the pharmacy. Their journey begins with receiving information about the product — through a sales rep visit, internal training, or materials from the pharmacy chain. This is followed by interest and comparisons with alternatives, and then — recommending the product to customers.

For a pharmacist to confidently recommend a product, they need clear materials, visual aids, and incentive programs. Consistent messaging is essential: if marketing promotes one thing and the rep says another, trust is eroded. A well-designed pharmacist journey ensures communication at the pharmacy counter is clear — making the brand a reliable choice.


**Patients.** For the end consumer, the journey map is structured differently — especially in the over-the-counter (OTC) segment or within patient support programs. A patient's journey may begin with experiencing symptoms and searching for information, continue through choosing a medication, making a purchase, starting treatment, and adhering to the regimen.

At each stage, engagement opportunities can be built:

- search and social media content during the awareness stage;
- comparisons, reviews, and advice during the decision-making stage;
- prompts in an online pharmacy or bonus programs at the point of purchase;
- reminders to take the medication, educational content, and support during usage.

It’s important not to overwhelm the patient with advertising. The priority here is support, useful information, and guidance — not aggressive selling. CJM helps create this kind of communication logic, where the interaction doesn’t distract or pressure the person but truly helps them go from symptom to outcome.

## Example of a CJM for a Specialist Physician

 
<Img img="/uploads/cjm_physicians_566804837b.png" alt="Customer Journey Map: Physician" />
 

**1. Awareness**

The physician hears about the drug for the first time — through a professional portal, email newsletter, expert interview, or a conference booth. This is the first contact, without the intent to “adopt immediately.” Emotions — mild interest, professional curiosity. Main pain points: information overload, lack of time, skepticism. Opportunities: short, neutral informational touchpoints, expert tone, focus on clinical relevance and patient benefit.

**2. Interest**

The physician shows interest and wants to explore further. They visit the website, review clinical data, and may ask questions through a form or directly to a representative. Emotions — expectation of clarity, desire to quickly assess the drug’s applicability. Pain points: complex or overly “marketing” presentation, lack of concise materials. Opportunities: clinical reviews, structured answers to frequently asked questions, follow-up content — webinar recordings, invitations to closed events, links to publications.

**3. Consideration / Initial Use**

The physician decides to test the drug with a few patients. There's a need for practical data: case studies, samples, consultations. Emotions — professional responsibility, curiosity, caution. Pain points: fear of side effects, unclear application nuances, lack of support. Opportunities: access to samples, clinical cases, discussions in webinars, participation in closed physician-only chat groups, active support from a medical representative.

**4. Decision (Integration into Practice)**

If initial results are positive, the physician integrates the drug into regular practice. Emotions — confidence, satisfaction with an effective choice. Pain points: lack of service tools, need for support in complex cases. Opportunities: provide patient-facing materials, tools for tracking patient progress, hotline access, updates on availability and usage tips, expanded usage recommendations.

**5. Ongoing Use**

The physician continues using the drug, monitoring patients and evaluating treatment stability. Emotions — calm, interest in improving outcomes. Pain points: lack of time for data analysis, absence of new clinical insights. Opportunities: regular clinical updates, monitoring tools, professional content that saves time and reinforces confidence.

**6. Loyalty and Advocacy**

If the experience is positive, the physician becomes a loyal brand partner: continues prescribing, shares experiences with peers, participates in research. Emotions — satisfaction, trust, a sense of contributing to quality medicine. Pain points: declining interest over time, lack of feedback from the company, repetitive engagement. Opportunities: involvement in internal expert groups, participation in research and new projects, recognition of physician contributions, invitations to educational and brand-building initiatives.

## Example of a CJM for a Patient
 
<Img img="/uploads/cjm_patient_7ae019a8d5.png" alt="Customer Journey Map: Patient" />


**1. Awareness**

The patient first experiences symptoms (heartburn, headache, allergies) or hears about the medication incidentally. This might happen through online ads, word-of-mouth, eye-catching packaging at the pharmacy, or a blog article. Emotions — anxiety, confusion, a desire for a quick solution. Main pain points — information overload, distrust of sources, overwhelming number of choices. Growth opportunity — deliver a clear message, stand out visually, and show that there's a simple, accessible, and trustworthy solution.

**2. Interest**

The patient becomes interested and starts researching: what the medication is, how it works, and whether it’s safe. They visit the brand’s website, watch videos, read reviews, and browse forum discussions. Emotions — curiosity and caution, desire to understand. Common problems — overly complex descriptions, conflicting information, fear of side effects. Opportunity — offer short and visual explanations, real user stories, visual answers to common questions, and a clear call to action (“Find out how to get fast relief”).

**3. Consideration**

The patient compares this product with others: looking at ingredients, dosage forms, price, and availability. They may ask a pharmacist or read online comparisons. Emotions — doubt, pragmatic thinking, trying to find the “best option.” Pain points — too many alternatives, unclear differences between products, lack of professional recommendations. Opportunities — highlight competitive advantages (fast action, convenient format, non-drowsy), include endorsements from doctors, show high user ratings.

**4. Purchase**

The patient decides to buy the product — either online or at a pharmacy. It's especially important that the product is in stock and easy to find. Packaging and instructions should inspire confidence and support proper use. Emotions — confidence if everything is clear, irritation if there are difficulties. Pain points — product not found, unclear instructions, inconvenient format. Growth opportunities — ensure wide availability, make the packaging intuitive, include simple instructions and a bonus for the first purchase.

**5. Usage Experience**

The patient tries the product. At this point, it’s important that the effect is noticeable and easy to understand. Emotions — expectation, hope, high standards. Pain points — lack of results, doubts about correct use, recurring symptoms. Opportunities — send reminders for repurchase, offer usage tips, explain what to do if symptoms return, provide access to a support chat or micro-content.

**6. Loyalty and Advocacy**

If the product works, the patient becomes loyal: repurchases, recommends it to others, and leaves reviews. Emotions — satisfaction, gratitude, trust. Pain points — forgets the brand, doesn’t see value in promotions or subscriptions. Opportunities — thank the patient, offer a loyalty program, give a bonus for a review or referral, keep the brand top of mind through helpful content and invitations to try new products.


## Example of a CJM for a Pharmacist

 
<Img img="/uploads/cjm_pharmacist_5459a3e884.png" alt="Customer Journey Map: Pharmacist" />
 
**1. Awareness**

The pharmacist hears about a new product for the first time — most often through a sales rep visit, an internal pharmacy chain newsletter, a poster in the store, or a notification in a training system. At this stage, the information is processed quickly, without deep analysis. It’s important to clearly and visually explain what the product is, who it’s for, and how it differs from alternatives. Emotions — from neutral reception to mild interest. Main pain point — information overload and lack of context. Growth opportunity: bold visuals, a clear message, and initial positioning that is easy to remember.

**2. Interest**

After learning about the product, the pharmacist wants to understand how to apply it in practice: checking ingredients, benefits, asking questions, or completing a short training in an online system. They’re looking for simple, practical information: who to recommend it to, any contraindications, whether it’s part of a promotion. Emotions — practical interest, with some frustration if materials are vague or complicated. Pain point — lack of applied info and time constraints. Opportunities: short courses, infographics, FAQs, and Q&A sessions with a sales rep.

**3. Consideration**

The pharmacist evaluates whether to recommend the product. They compare it with others in terms of effectiveness, accessibility, and incentive conditions. Peer opinions and brand trust carry significant weight. Emotions — hesitation, caution. Pain points: incomplete arguments, fear of giving a poor recommendation. Opportunities — a clear set of talking points, testimonials from other pharmacies, activation of a bonus program, or presentation of case examples.

**4. Recommendation**

The pharmacist recommends the product to a customer. Here, it’s important that the key information is easy to recall and the packaging is straightforward. Cheat sheets, counter prompts, and motivation incentives are helpful. Emotions — confidence if support is present, or uncertainty without it. Pain point — fear of forgetting key points. Opportunity: provide ready-made scripts, visual reminders, and product cards directly at the workstation.

**5. Feedback**

The pharmacist observes how customers respond to the product: did it work, did they come back for a refill? These insights matter for future recommendations. Sometimes, feedback can be shared via a sales rep or internal network. Emotions — interest, desire to help, but also a feeling that their opinion may not be valued. Pain point — lack of communication channels and feedback tools. Opportunity — integrate feedback collection into training or incentive platforms, and recognize the pharmacist’s contributions.

**6. Loyalty Building**

If the product proves successful, it becomes part of the pharmacist’s “trusted toolkit.” They begin recommending it automatically, take part in promotions, and share experiences with colleagues. Emotions — satisfaction, confidence, a sense of expertise. Pain points: outdated materials, decreasing motivation. Opportunities: regular reminders, refreshed content, recognition of active pharmacists, and their involvement in training and development programs.


## Conclusion

In pharma marketing, a CJM serves as a kind of roadmap that helps you stay on course in a complex market environment. It unifies engagement strategies for different audiences — physicians, reps, and patients — under a single logic, and it guides the implementation of technologies like CDPs, automation, and omnichannel communication in alignment with actual customer needs.

This approach allows pharmaceutical companies not only to stay compliant with all regulations but also to create truly valuable and trust-based experiences for their customers. In the end, everyone benefits: doctors get support in decision-making, patients receive better service and treatment outcomes, and businesses gain a loyal audience and sustainable growth.

Learn why pharma companies need CJM, what problems it solves, and how it improves communication with doctors and patients.

pharma.png

Why pharmaceutical companies need CJM, what problems it solves, and how it helps build effective communication.

CJM in Pharma: How It Helps Build Effective Communication

CJM in the Pharmaceutical Industry: Why Traditional Models Don’t Work

<Video url="https://www.youtube.com/embed/-yKv7dijOmE?si=ZGAI5ciauy_5qmV9" />

Customers don’t stay with a business forever. Churn is a natural process tracked by the churn rate metric and can be managed. Marketers must not only monitor how many users are leaving but also know how to prevent the loss of their audience. That’s because acquiring new customers is more expensive than retaining existing ones. Customer churn is analyzed alongside other indicators to build a complete picture.

In this article, we’ll cover what churn rate means, how to calculate it correctly, why customers leave, and how to motivate them to stay.

## What is Churn Rate

**Churn rate** is the customer attrition rate that shows the number of customers who have ceased all communication with a company — purchases, subscriptions, or responses to marketing messages.

This indicator is measured continuously at selected time intervals: annually, monthly, or weekly. Customer churn is a process that can be broken down into three types:

- **Unmotivated.** Users leave because the brand’s product or service becomes irrelevant to them for natural reasons. For example, a woman stops going to the gym because she moves to another city.

- **Motivated.** Here, the customer makes a conscious decision to stop interacting with the company — for example, switching to a competitor offering better quality, more attractive prices, and so on. Or they’re dissatisfied with the quality or service.


- **Hidden.** The customer may rarely interact with the company, but could be exploring better offers and even making purchases from competitors.

## How to Calculate Churn Rate

The customer churn metric is tracked to test marketing hypotheses, evaluate the effectiveness of a strategy, assess the product’s value to the audience, forecast future campaigns, and adjust business development plans. The main goal is to maintain company profit and stability.

**Churn rate formula:**

 
<Img img="/uploads/churn_rate_formula_b05fadfade.png" alt="churn-rate-formula.png" />
 
**Churned users** are people who haven't made a single purchase during a specified period or haven't renewed their subscription/membership. 
All customers — are those who interacted with the brand during the specified period.

**How to calculate customer churn:**

*At the beginning of April 2025, the online streaming platform had 10,467 users. By the end of the month, the active customer base had decreased to 9,976. Let's calculate the churn rate:*

*(491/10,467) x 100% = 4.6%*

 
<Img img="/uploads/churn_rate_calculation_a159d26c40.png" alt="churn-rate-calculation.png" />
 
## What Churn Rate Should Be Considered Normal

Churn rate is not measured in a vacuum. It’s important that the figure is compared to previous similar periods and to the “industry average” — the general benchmark within the sector. The business model, product type, and stage of company development are also taken into account. For example, a startup can't realistically compete on churn with a large corporation.

Only an analysis of multiple factors will provide an objective and meaningful churn rate result.

*For example, in April 2024, the churn rate for the the online streaming platform was 4.9%. 
In April 2025, it was 4.6%. The industry average is 3%. This means the company improved its result, but there’s still room for improvement.*

**Examples of churn rates by** [**sector**](https://recurly.com/research/churn-rate-benchmarks/):

<Table>
| **Industry** | **Churn Rate** |
|------------------------------------|----------------|
| Software | 3.5% |
| Education | 6.7% |
| Business & Professional Services | 4.1% |
| Digital Services & Entertainment | 6.9% |
| Retail | 5.5% |
</Table>



### Related Metrics for Customer Churn Analysis

Alongside churn rate, related metrics are also evaluated to give a more complete picture:

**LTV** — lifetime value. Shows the total profit a user has generated over the entire period of interaction with the brand. LTV increases when churn rate decreases.

**ACL** — average customer lifespan (how long a person used your product or service). Reducing churn rate increases this figure.

[**Retention Rate**](https://altcraft.com/blog/retention-rate-how-to-calculate) — customer retention metric. When this number goes up, churn rate tends to decrease.

Company revenue is also considered. If churn is high but revenue remains stable, it may mean more valuable customers are staying.

## Other Signs of Customer Churn

Beyond calculating metrics, there are other signs that customers are leaving or about to leave:

- **An increase in negative reviews.** Customers complain about the product, service, or delivery, and leave low ratings.

- **The audience doesn’t respond to your marketing communications.** If email newsletters, social media posts, or messenger messages receive no engagement, it may be time to rethink your strategy.

- **A decline in the number of purchases.** Serving one customer takes too many resources to lead them to conversion.

## Why Customer Churn Happens and What to Do About It

To deal with churn effectively, you need to understand the reasons why users leave. If marketing automation is used, data can be pulled from analytics systems. Audience segmentation, surveys of former clients, and analysis of online reviews are also helpful.

Once the reasons are clear, the company can build new strategies to retain or win back users. The same approach applies to churn prevention — when customers haven’t left yet, but clear warning signs are present.

## Reasons for Customer Churn



### Price

An increase in the price of a product or service is a serious reason for customer churn. Especially if the price hike is significant and sudden, customers may start looking for cheaper alternatives from competitors.

**What to do**

First, it’s important to talk to customers about pricing openly, rather than suddenly increasing the price without clear reasoning. Second, the customer should understand the value of the product they’re paying for. In other words, the price increase must be justified. To support this, revise the marketing strategy to clearly communicate the value and benefits of the product.

### Low Level of Customer Experience

When customers are unhappy with how they interact with the brand, they leave. The problem might lie in support team performance or delivery issues. A broken or slow website, the inability to switch from a chatbot to a real person — any difficulty along the customer journey worsens the shopping experience. Minor shortcomings eventually snowball, prompting customers to leave.

**What to do**

Conduct an audit of your current customer communications and continue monitoring service quality along the entire user journey. Clearly define service standards. The ideal brand interaction should be simple, and the onboarding process should be quick.

It’s crucial to simplify the customer journey as much as possible and make it completely transparent — especially if you use an omnichannel approach.

### Product Quality

Flaws in the product you’re selling can also be a reason for customer churn. This is especially relevant for IT services. Customers won’t wait forever for you to fix bugs, improve performance, or resolve other issues. Most likely, they’ll start looking for alternatives and switch to competitors.

**What to do**



First — communicate with customers about issues instead of keeping silent. Keep users informed about timelines for problem resolution, and let them know what’s happening. Notify them immediately when the issue is fixed. Additional bonuses “for waiting” can also help. The customer should not feel like they’ve spent money without getting the value they expected.

Second — don’t wait for problems to arise; take preventive measures. The goal isn’t to constantly chase improvements and new features, but to devote time to stability and strengthening core functionality.

### Competitors

Customers never promised to stay with you forever. If a more affordable and convenient solution appears on the market, they will leave. Competitors know this and are always looking for ways to outpace you. That’s why this is a relevant cause of churn for any business — unless you're a monopoly.

**What to do**

Keep an eye on what your competitors are doing. But don’t just copy them — focus on what makes your product or service better. Find your [**USP**](https://altcraft.com/glossary/unique-selling-proposition-usp) that no other company offers. This will help you stand out and distance yourself from the competition.

It’s also important to approach pricing wisely. It should be justified and competitive. Analyze the cost of similar products and services on the market and adjust your pricing if necessary. Remember: price is one of the key reasons customers may switch to competitors.

### Audience Quality

Sometimes customers leave simply because they’re not your actual target audience. If people don’t truly need your product, there’s no way to retain them. This kind of audience reaches you through misaligned marketing campaigns: giveaways for subscriptions, misleading ad offers, or subscribing to a newsletter just for a bonus without real buying intent — these are all ways to attract the wrong type of customer.

**What to do**

Define who your real customers are, what they want, and where they are. Study the deeper needs of your audience and the problems they expect your product to solve. Use collected data, for example, from your CDP. Also, run surveys: find out what customers want, what they like and dislike. You can even ask questions during the trial phase. That way, your future campaigns will be more accurate and attract the right people.



### Loss of Value

If a product stops delivering value or fails to meet expectations, the customer stops using it. This is especially relevant for B2B services, which are often budgeted in advance. When their functionality doesn't provide direct or indirect benefits, businesses drop them or look for cheaper alternatives.

**What to do**

Continuously measure customer satisfaction with your product (for example, using NPS). Also, study user needs during product use to track emerging issues and quickly find solutions.

Additional value can come from educational content about your product — lessons, guides, helpful articles. Another great bonus is offering a free feature that’s genuinely important to users.

Don’t forget about simple onboarding, so that customers can quickly get started with the product instead of getting frustrated during the introductory phase where nothing is clear.

## How to Analyze and Predict Churn

To retain customers, it’s not enough to simply react when they leave. You need to be able to spot early signs of declining interest and understand what factors influence it. Let's go over a few methods that help analyze and predict churn.

### Cohort Analysis

Divide customers into groups (cohorts) by registration date, acquisition channel, or other characteristics to understand which groups churn the fastest. This helps identify when and where churn occurs, and what precedes it.

For example, a platform divides customers into cohorts based on registration source: targeted ads, SEO, or partner newsletters. Cohort analysis shows that users who came via SEO are more likely to become paying customers and stay longer. Meanwhile, users from ad campaigns tend to leave within a month. The company reallocates its budget and strengthens its organic acquisition channels.

### Behavioral Pattern Analysis

Regularly collecting data on user actions allows you to identify patterns.



For example:

- the customer logs into the product less frequently;

- has stopped opening emails;

- does not use key features.

This can indicate that interest is declining. By identifying such patterns, you can set up automatic responses — a personalized email, a phone call, or a discount offer.

### Collecting and Analyzing Feedback

Systematic feedback collection helps identify issues before the customer leaves. What to use:

- mini-surveys after key actions,

- [**NPS**](https://guides.altcraft.com/en/user-guide/weblayers/forms/nps/) forms to measure satisfaction,

- surveys after canceling a service or unsubscribing from emails,

- communication through support chat.

 
<Img img="/uploads/nps_survey_830746341f.png" alt="nps-survey.png" />

This way, you can identify reasons for dissatisfaction in advance and respond in time.

### Predictive Modeling Using Machine Learning

If you have a large volume of data, you can build a churn prediction model. It analyzes many indicators and assesses the likelihood of each customer churning. These models help automatically identify at-risk groups and set up targeted retention scenarios.

### Risk Scoring (Churn Risk Scoring)

Even without complex models, you can set up a risk scoring system: define a set of criteria for the system to assign a churn risk score to each customer. For example:

- hasn’t logged into the product for >7 days — +1 risk point

- not using key features — +2

- not responding to emails — +1

Such scoring allows you to quickly identify customers who need attention and trigger automated or personalized retention actions.



## Methods to Reduce Customer Churn

**Reducing churn** is not a one-time action but a systematic effort involving customer experience, product, and communications. Let’s explore key approaches that help retain customers in practice. These recommendations are suitable for digital products, SaaS services, educational platforms, entertainment, and other online services — formats that involve user accounts, activity, and regular interaction through an interface.

### Effective Onboarding and Training

Most churn happens in the early days — when the customer hasn’t yet understood the value of your product. Onboarding helps reveal that value as early as possible.

**Key elements:**

- step-by-step guidance after registration;

- reminders and tips throughout usage;

- webinars, tutorials, built-in tips, and videos;

- quick response to inactivity from new users.

<Img img="/uploads/obuchayushchij_centr_i_vizard_c4ab6ffb46.jpg" alt="Training center and wizard" src="Training center and wizard in Pixso" />


### Automated Response to Decreased Activity

When a user begins to lose interest, you have a chance to step in. To avoid missing the moment, preconfigure retention scenarios in your marketing automation system:

* **Reminders about unfinished actions.** If a user started but didn’t complete an important step — like placing an order or creating a project — remind them with a personalized email or push notification.

* **Response to churn risk.** If you're using a churn prediction model or tracking behavioral signals (like decreased activity), automatically notify account managers or trigger retention workflows.

* **Reactivation scenarios.** If a user hasn’t logged in for a while or has stopped opening emails, try to re-engage them — send useful content, a personalized recommendation, or a special offer.


### Thoughtful Unsubscribe or Cancellation Process

When a customer decides to leave the service, it’s important not only to make the process easy but also to remind them of what they’re losing: accumulated bonuses, access to exclusive content, personalized benefits, or their status in a loyalty program.


<Img img="/uploads/vimeo_unsubscribe_cd45fbf195.png" alt="vimeo-unsubscribe.png" />


If it’s about unsubscribing from communications (and not fully canceling the product), offer alternatives:

- change the frequency of emails,

- temporarily pause the mailing list,

- select only topics of interest.

### Improving Customer Service and Support

Fast and high-quality support is one of the main factors influencing loyalty. If a customer finds it hard to get help or has to repeat themselves to different agents, they will leave.

**What helps:**

- training the team to handle objections and conflicts;

- implementing a unified knowledge base;

- automation: chatbots, quick reply templates, tracking request history;

- proactive support — when you detect and solve an issue before the customer notices it.

### Loyalty Programs

A well-structured loyalty program strengthens the connection between the customer and the brand. It not only increases purchase frequency but also reduces the chance of switching to a competitor.

**What can work:**

* rewards for repeat actions,

* tiered privileges,

* exclusive offers for regular customers,

* internal currency that can be exchanged for products or discounts.

### Omnichannel Approach and Gamification

It’s easier to retain a customer if you’re present where it’s convenient for them: email, push notifications, messengers, SMS. The key is consistency and timing of messages.

Gamification elements also help boost engagement:

* earning points, levels, achievements,

* quests with rewards,

* engagement through challenges and time-limited promotions.

## Summary

Every business faces customer churn, which is measured using the churn rate. This metric is tracked continuously — weekly, monthly, or yearly — and compared with previous periods and the industry average. Calculating churn rate is essential for adjusting strategy in order to retain customers or prevent churn.
Reasons customers leave include: price increases, poor customer experience, insufficient product quality, better offers from competitors, loss of perceived value, or simply because they were never the right fit for your product to begin with.
To reduce churn, it’s important to analyze the reasons behind it, maintain ongoing communication with your audience about issues, study their needs, improve both service and product, monitor competitors, and differentiate yourself from them.

In this article, we’ll explain what churn rate means, how to calculate this metric properly, why customers leave, and how to motivate them to stay.

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What churn rate means, how to calculate this metric correctly, why customers leave, and how to motivate them to stay.

Churn Rate: Causes, Analysis, and How to Reduce It

How to Reduce Customer Churn

<Video url="https://www.youtube.com/embed/WU2GxCdLYds?si=ndo74T7j-kO_q7H-" />

In modern business, companies use a wide variety of IT systems: CRM, websites, analytics platforms, marketing automation tools — and all of this must work as a single organism. But these systems don’t always “get along” with each other. To connect them and build a unified ecosystem, specialists — system integrators — are needed.

In this article, we’ll explore who system integrators are, what they do, and what types exist. We’ll focus specifically on those who work with marketing automation platforms and suggest how to choose the right partner. 

## Who Is a System Integrator

A **system integrator** is a company that connects disparate IT systems into a single, efficiently functioning environment.

An integrator doesn’t just configure a standalone tool — they design an entire IT architecture tailored to the company’s tasks: selecting the right technologies, setting up their interaction, connecting all the key elements — software, infrastructure, security systems, and other components. As a result, the client receives not a set of disjointed services, but a single system where everything is interconnected and runs smoothly.

The work usually begins with analyzing the current situation: the integrator conducts an audit, identifies the business’s goals and tasks, and analyzes which systems are already in place. Then a solution is developed — architecture, list of required products, implementation plan.

## Main Types and Specializations of System Integrators

System integrators can be classified by their specialization — depending on which technologies or business areas they focus on. Here are some main types of integrators by specialization:


<Table> 
| **Integrator Type** | **Core Specialization** | **Description** |
|---------------------------|----------------------------------------------------------------------------------------|-----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------|
| **Business System Integrators** ([**CRM**](https://altcraft.com/glossary/what-is-a-crm-system)/ERP) | Implementation and integration of enterprise management systems | Integrate CRM and ERP with other systems (website, accounting, warehouse, etc.) to fully automate business processes: sales, customer service, logistics, etc. |
| **Marketing Platform Integrators** | Marketing automation systems, CDP, email campaigns | Configure marketing platforms, connect them with other IT systems, and help automate omnichannel customer communications. |
| **Infrastructure Integrators** | Network solutions, data centers, cloud, virtualization | Design and deploy IT infrastructure: networks, VPN, storage, backup systems, virtualization, monitoring, etc. |
| **Cybersecurity Integrators** | Cybersecurity solutions | Build secure IT systems: firewalls, threat detection systems, SIEM, access control, and encryption. |
| **Other Specialized Integrators** | Niche systems (SCADA, [**IoT**](https://altcraft.com/glossary/iot-what-it-is-and-how-its-used-in-marketing), etc.) | Operate in specific industries: industrial automation, telecom, multimedia, contact centers, video surveillance, etc. |
</Table> 

In practice, large integrator companies often cover multiple areas. However, when choosing a partner, it’s important to understand their core specialization and whether it aligns with your needs. 

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 title='Automate Marketing with Altcraft Platform' 
 desc='Build personalized campaigns in a unified system' 
 theme='light' 
 btn_title='Book a Demo' 
 background_color='linear-gradient(92.74deg, #3583FF -36.98%, #4A2DFF 50.34%, #790FFF 123.51%)' 
 href='/en/setupDemo/' /> 

## How System Integrators Work and What Problems They Solve 

An integrator can not only configure software but also supply hardware, help select solutions tailored to a company's specific needs. A reliable partner typically covers the entire lifecycle—from auditing the current IT infrastructure and designing the solution to implementation and ongoing support. 

### How an Integrator Project Works 

Collaboration with an integrator usually follows a phased approach: 

 
<Img img="/uploads/stages_of_working_with_an_integrator_e49d535d7e.png" alt="Stages of working with an integrator" />
 
1. **Analysis and Planning.** First, an audit is conducted, and business objectives are clarified. The integrator’s team works with the client to identify key challenges, existing systems, and how everything should function as a unified framework. This stage defines requirements and creates a technical specification. 
 

2. **Design.** Next, the system architecture is developed, and suitable technologies and components are selected. The integrator determines how different systems will interconnect to ensure seamless and timely data flow. 
 

3. **Implementation.** After finalizing the architecture, practical work begins—installing software and hardware, configuring systems, and developing necessary integrations and connectors. A pilot phase is often conducted first (e.g., deploying a subset of the solution in a single business unit or test environment). 
 

4. **Testing and Training.** Before full deployment, the system undergoes rigorous testing: bug fixes, validation of business scenarios, and user training for administrators, marketers, and other end-users to ensure smooth adoption. 
 

5. **Support and Maintenance.** After going live, the integrator remains involved—providing technical support, monitoring system health, updating software, and resolving issues. Support terms are typically formalized in an SLA (Service Level Agreement), specifying response times, responsibilities, and other critical parameters. 


### What Business Gains from System Integration 

An integrator solves multiple challenges critical for modern businesses: 

<Table>
| **Benefit** | **Value Provided** | **Example / Explanation** |
|------------------------------|--------------------------------------------------|------------------------------------------------------------------------------------------|
| **Data Connectivity** | Eliminates silos, enables seamless data flow | No manual data transfers between systems; reduced errors |
| **Process Automation** | End-to-end business processes | Website order automatically flows to ERP, triggers CRM marketing campaigns |
| **Reliability & Scalability** | Future-proof architecture | Integrator designs solutions resilient to load spikes and failures |
| **Expertise & Efficiency** | Faster, higher-quality execution | Integrators leverage proven tools/methods, often outperforming in-house teams |
</Table> 

## Marketing Automation System Integrators 

Modern marketing operates across multiple digital channels: websites, apps, email, push notifications, social media. To manage these efficiently, companies deploy automation platforms like [**Altcraft**](https://altcraft.com) CDP. These unify customer data, power omnichannel campaigns, and analyze results. 

For maximum impact, such platforms must integrate with other corporate systems (websites, CRM, loyalty programs, etc.). This creates 360-degree customer profiles and enables personalized communications. 

This is where an integrator helps: they assess the current infrastructure, define goals together with marketers, configure data exchange, and launch the system into operation.

Marketing platform integration typically follows several stages. First, key touchpoints are connected — website, mobile app, CRM, and communication channels (email, SMS, messengers). Customer databases and mailing history are also migrated. The integrator configures real-time data exchange through APIs and Webhooks to ensure seamless operation.

Next comes business logic configuration: segments, message templates, and automated scenarios. An experienced integrator will advise on implementing triggers and personalization features.

After platform launch, they continue providing support: assisting with configurations, training staff, and connecting new channels.

## How to Choose a System Integrator

 
<Img img="/uploads/how_to_choose_a_system_integrator_6667b82998.png" alt="How to choose a system-integrator" />

Here are the key points to consider:

1. **Experience and Reputation.** How long has the integrator been in the market? Do they have completed projects in your industry? Review their portfolio, case studies, reviews, and reputation — this will show if they're trustworthy. 
 

2. **Technology Expertise.** The integrator must specialize in the exact solutions you need. If you're implementing a marketing platform, look for partners with CDP and CRM experience. Ideally, they should be certified in your specific platform. 
 

3. **Team Composition.** Clarify who will work on your project. Ensure the team includes architects, developers, analysts, and security specialists (if required). Don't hesitate to request meetings with key project members. 
 

4. **Project Methodology.** Ask about their workflow: project phases, methodology (Agile, Waterfall), and communication structure. A reliable partner will clearly explain implementation processes, timelines, and responsibilities. 
 

5. **Support and SLA.** Post-launch stability is crucial. Clarify support terms: response times, working hours, and team availability. For marketing systems, 24/7 support might be essential. 
 

6. **Pricing Transparency.** Request detailed estimates: what's included in costs, payment models (fixed-price or hourly), phase-based payments, or installment options. Discuss how additional work is billed to avoid hidden costs. 

**Pro Tip:** Ask for references from the integrator's previous clients — this is the best way to get honest feedback. Reputable contractors often proactively offer reference calls or meetings where you can speak directly with their customers about project experiences. These first-hand insights are invaluable when selecting a partner.


## Conclusion

A system integrator is a company or specialist that combines different IT systems into a unified whole, ensuring they work seamlessly together to support business processes.
In marketing, this is particularly crucial: customer data, communication channels, CRM, and analytics must all be interconnected. Without this integration, automation efforts won't deliver results.


When choosing a partner, prioritize experience, specialization, and post-implementation support over price alone. This approach will save time and resources while delivering tangible business impact.

In this article, we’ll explain who a system integrator is, how they work with marketing automation platforms, and how to choose the right partner.

system-integrator-who-they-are.png

About who system integrators are, what they do, and how they work with marketing automation platforms. 

How a System Integrator Works and What Tasks They Solve

System Integrator: Who They Are and How to Choose One

uzum-case.png

Reduced push notification opt-out rates, increased OR, saved working hours

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The open rate for automatic Viber messages is around 60%, and MAU growth for the year is +19%

All user information is systematically collected in a unified customer data platform

Distributing messages across various communication channels: email, SMS, push notifications, messengers

Promo codes, bonuses, and points for building long-term customer relationships

You can create and edit any HTML template, as well as save your own custom blocks

Personalized distribution of messages to clients through communication channels

Conducting experiments and optimizing marketing strategies

Tracking the effectiveness of marketing campaigns to make informed decisions

Connecting external systems to the platform and synchronizing data with company databases

Creating questionnaires, surveys, and feedback forms of any level of complexity

The ability to communicate with your clients anytime and anywhere

Increasing user awareness of your company's offers

Customer Data Platform

Omnichannel Marketing

Loyalty programs

HTML Email Builder

Personalized mailings

A/B/n Testing

Real-time analytics

Integration and WebHooks

Forms and Surveys

Messenger Communication

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