Course overview and introduction
Churn often starts on social, long before it shows up in your dashboard. A confusing price change, a failed payment, a frozen account, a “why can’t I do this in the app” moment, and suddenly your comments fill up, your DMs spike, and the story about your brand gets written in public.
This masterclass is about using social as your early-warning system and your trust engine. We’ll show how to spot friction signals fast, respond in a way that lowers heat and builds confidence, and turn the most common customer pain points into clear, reusable comms that work across social posts, DMs, paid comments, email, help content, and in-app messaging. AI is part of the solution, because it helps small teams listen at scale, tighten clarity, and stay consistent without sounding like a robot.
Who should attend
- FinTech and Financial Services marketers who own social, community, comms, customer marketing or lifecycle
- Teams dealing with rising complaints, negative comment spirals, app-store grumbles, or “hidden fees” narratives
- Anyone who needs social to work harder for retention, trust, and customer confidence
- Marketers adopting AI in customer comms and wanting to do it without damaging trust
What you’ll learn
- How churn signals show up on social, and how to spot them early using listening and community insight
- How to turn high-friction moments into trust-building content, pinned explainers, Q&A posts, short video, and “what happens next” reassurance
- How to write social comms that de-escalate, reduce repeat contact, and move customers to resolution faster
- How to build a reusable comms system across channels, so social, email, service, and product messaging don’t contradict each other
- How to handle pricing and value messaging on social when money’s tight and patience is lower
- How to create escalation rules and response patterns that protect your brand without going silent
What makes this different
- Social-first, this is about what happens in public, in real time, when customers are stressed
- Built for small teams and platform volatility, with templates and workflows you can actually run
- AI is used as an accelerant for listening, drafting, and consistency, with clear accountability so it doesn’t become “AI slop”
