This article will take you through:
- What is the Members At Risk report?
- What’s new?
- How does the report work?
- How to access the report
- Understanding the report
What is the Members At Risk report?
The Members At Risk report uses AI-powered insights to identify members who may be at risk of churning.
The report helps you identify members who may need proactive engagement or retention support. Members are categorised as either Medium Risk or High Risk, based on their predicted likelihood of churning within the next 14–21 days.
The report includes:
- An overview of members at Medium or High Risk
- Risk information for individual members
- Risk Drivers that help explain why a member has been identified as at risk
- Filters and visualisations to help you identify trends
- A downloadable table of member data
What’s new?
Global availability
The Members At Risk report is now available globally.
Previous currency and geographical restrictions have been removed following an upgrade to the model that powers the report.
Risk Drivers
Risk Drivers show why an individual member has been identified as being at risk of churning.
The most prominent Risk Driver is displayed directly in the report. You can hover over the relevant cell to view any additional Risk Drivers associated with that member.
Risk Driver insights
The report now includes:
- A Risk Driver filter, allowing you to focus on members associated with a specific driver
- A visualisation showing the number of members associated with each key Risk Driver
These insights can help you understand common patterns across your member base and identify opportunities for targeted retention activity.
Greater focus on actionable risk
The Low Risk category has been removed.
The report now focuses on members identified as having a Medium Risk or High Risk of churning.
Members At Risk over time
A new visualisation shows how the number of members at risk has changed over the previous 30 days.
Use this visualisation to identify whether overall churn risk is improving or worsening over time.
At Risk %
The new At Risk % metric shows the percentage of applicable members currently identified as being at Medium or High Risk of churning.
How does the report work?
The Members At Risk report is powered by a Glofox machine learning model. The model analyses multiple inputs from your customer and member data to predict the likelihood of member churn.
Example inputs include:
- Length of membership
- Average spend
- Total number of transactions
- Days until the member’s membership is projected to end
- Days since the member’s most recent purchase
- Days since the member’s most recent visit
- Average visits during the last month and last three months
- Total revenue
- Price paid for the membership
The model is continuously improved as the report develops.
Risk categories are intended to help you prioritise member engagement. They do not guarantee that a member will churn.
How to access the Members At Risk report
To access the report:
- From the Glofox Dashboard, click the Reports icon.
- Open the Members report.
- Select the Members At Risk tab.
From here, you can review the report, apply filters, explore the visualisations and download the available member data.
Understanding the report
The report provides an overview of members currently identified as having a Medium or High Risk of churning.
You can use the available filters to:
- Focus on a specific risk level
- Filter members by Risk Driver
- Review individual member details
The main table includes the risk category and the most prominent Risk Driver for each member.
To view additional Risk Drivers, hover over the relevant Risk Driver cell.
The report also includes visualisations showing:
- The number of members associated with each Risk Driver
- The number of members at risk over the previous 30 days
- The percentage of applicable members currently at risk
The member table can be customised and downloaded for further analysis or follow-up activity.
Please note
- The Members At Risk report is available to Boost and Elite customers.
- Your business must have been live on Glofox for at least three months for data to compile accurately.
- Members must have been active for at least three months to be included in the risk categorisation.
Next steps and additional support
Use the insights in this report to prioritise outreach, understand common risk patterns and develop targeted retention strategies for members who may need additional support.
For additional support, contact your Glofox representative or reach out to support@glofox.com.