STM Scoring System | Jack Doehrman

System Overview

The STM Scoring System transforms member engagement data into actionable insights through a points-based scoring model. By tracking interactions between members and the organization, we can predict renewal likelihood and identify at-risk accounts before they churn.

Core Objectives

Predict season ticket member renewal likelihood with 85%+ accuracy
Identify at-risk members weeks before renewal launch and months before end of renewal period
Enable targeted retention campaigns and personalized outreach
Optimize member services team efficiency and resource allocation
Increase overall renewal rates through data-driven interventions

Scoring Methodology

The scoring system is built on extensive analysis of historical member behavior, identifying key correlation patterns between engagement activities and renewal decisions. Members are segmented into three tiers based on tenure, each with customized scoring targets.

Member Tier Classifications

Newcomers

180 Points

First-year members historically attended 15+ games to achieve 80% renewal rate

Established

160 Points

2-4 year members historically attended 12+ games to achieve 80% renewal rate

Veterans

120 Points

5+ year members had 80%+ renewal regardless of historical attendance patterns

Points Allocation System

Points are awarded based on the perceived value and impact of each interaction on member satisfaction and renewal likelihood:

Game Attendance
Attending regular season matches

10 pts

Fan Experience Events
Gameday premium experiences

5 pts

Member Events
Non-gameday exclusive events

5 pts

Seat Upgrades
Complimentary upgrade for lucky fans

3 pts

In-Person Touchpoint
Face-to-face with service rep

3 pts

Remote Touchpoint
Phone/email interaction

1 pt

Predictive Analytics

The scoring system within CRM incorporates a sophisticated predictive model that analyzes current point accumulation, historical patterns, and temporal factors to forecast renewal likelihood throughout the season.

Model Components

Current Score Progress - Real-time point accumulation vs. tier targets
Seasonal Timeline - Days since last renewal and time until next renewal period
Engagement Velocity - Rate of point accumulation

Predictive Outputs

"On Pace" - Members tracking toward renewal target based on current engagement
"At Risk" - Members falling behind expected engagement patterns
Intervention Recommendations - Suggested actions to improve renewal likelihood

Technical Implementation

The system utilizes integrated ticketing data and is built within existing CRM infrastructure to provide real-time scoring updates for service representatives.

Technology Stack

Data Sources - Salesforce CRM, ticketing system APIs, attendance tracking
Processing Engine - Automated ETL pipelines with real-time data ingestion
Analytics Platform - Custom scoring algorithms
Visualization - Interactive dashboards and service rep interfaces

Business Impact & Results

The STM Scoring System has transformed how the organization approaches member retention, shifting from reactive to proactive engagement strategies with measurable results.