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Top Defend
Increase retention with the Top Defend module
Top Defend is a predictive AI model that identifies relationships with an increased likelihood of termination, as well as factoring in the expected value of that relationship. The goal: timely, targeted action on the most impactful customers to prevent unnecessary customer loss.
What is Top Defend?
Top Defend combines churn predictions with the calculated Customer Lifetime Value (CLV) of each customer relationship. The result is a weekly list of priority relationships - customers worth paying attention to today.
For each relationship, the following elements are displayed:
The churn score: how likely is this customer to cancel within 12 months?
The value: what is the net customer value, based on premium, claim, contact load and maturity?
Explainability: what factors contribute to the churn probability? Consider claims, interactions or premium changes.
An action suggestion: based on the customer's profile and the stage of the contract.
Who is this for?
Top Defend is used by:
Account managers, who want to make targeted contact with customers who are in danger of leaving.
Portfolio managers, who want insight into risk and value shifts.
Commercial teams, who want to drive retention rather than just acquisition.
For consultants
Advisors receive a weekly priority list ("action list") of clients worthy of immediate attention, ranked by the combined risk and client value profile.
Each relationship in the action list shows:
Cancellation probability: the probability that this customer will cancel with essential policies within the next year
CLV (Customer Lifetime Value): the expected value of this relationship over several years
Explanation of the score: factors that play a role, such as damage patterns, mutations, long periods without contact, or unused Policy penetration.
A concrete action can be indicated per relationship (visit, call, email/online), and immediate feedback can be given on the prediction.
Action lists can be filtered by type, office, location, account managers status.
It is easy to indicate when a prediction is irrelevant.
The feedback given is taken structurally for improvement of the models.
For managers
The dashboard shows at a glance:
Total number of relationships in Top Defend
customer attrition for this group
Total/average commission and CLV within Defend segment(s)
Differences from previous period; also visible in segments (Defend, Sustain, Reduce, etc.)
Distribution of ages, segments, customer attrition
Monitoring:
Which customers in the organization have been actively approached, and what feedback advisors provide on AI predictions
Whether follow-up with visit, phone call or email was performed (and status per action)
The proportion of contacted versus uncontacted high-risk customers
How customer retention develops after applying this steering information
Segmentation and filters can be applied to all relevant fields (relationship type,account managers, profile).
More information and follow-up
For questions or more in-depth information, contact your Customer Success Manager or check the Onesurance portal for support articles.