We had solid dashboards. What we were missing was the connective tissue between individual tickets, the signal that said these aren’t separate problems—they’re the same problem.”
— Elizabeth Morris, Head of CX and Retention
Pendulum Therapeutics makes next-generation probiotics for whole-body health. Retention is more than just a KPI — it's part of the product experience.
Elizabeth Morris, their Head of CX and Retention, had dashboards, churn reports, tagged tickets, and open-ended feedback spread across a half-dozen platforms. Pulling meaningful signal from all of it took time she didn't have — and by the time a pattern became visible, it had usually been costing revenue for weeks.
Pulling meaningful signal from all of it took time she didn't have — and by the time a pattern became visible, it had usually been costing revenue for weeks.
Turns out, one of those patterns had been hiding in plain sight for longer than anyone realized. That’s the problem Hark was built for.
On paper, everything looked fine. Subscription dashboards showed normal attrition. No spikes. No fire drills.
Inside the support queue, issues trickled in looking like one-offs:
Nothing was pointing to a larger problem with customers being unable to update their subscription payment info. Each ticket was easy to close and move on from.
That's the thing about passive churn — it doesn't announce itself. It just drains revenue quietly, one failed payment update at a time. Until Hark connected the dots.
Churn dashboards are good at showing you rates. They’re not great at explaining reasons.
Hark's AI analyzed open-ended customer feedback and clustered it into a single theme, written plain as day: Credit Card Payment Update Issues.
Not a percentage. Not a tag. A story — told in customers' own words — with three distinct technical failures all pointing at the same root cause.
Elizabeth didn't have to dig for weeks and build the case for internal alignment. Hark handed it to her.
"The frustrating part in hindsight is that every individual ticket was closeable. There was nothing obviously wrong. Hark clustered them and it clicked—suddenly they're all the same problem, and the project brief practically wrote itself.” — Elizabeth Morris, Head of CX and Retention
Customers had flagged difficulty updating their payment methods, and the account dashboard was a known pain point. What wasn't visible was the scale of the damage. Without a way to connect those signals across platforms, there was no clear picture of how much revenue that friction was quietly costing.
Hark closed that gap. Once the pattern was clear, the solution was straightforward: a dunning email series with progressively urgent messaging to re-engage customers with failed payments, paired with an improved payment update UX/UI.
Within a week, the fix was live. The result: -40% reduction in passive churn rate.
15X ROI. All from one pattern Hark surfaced that no other dashboard flagged.
"Passive churn is the hardest kind to act on because there's no complaint to respond to—customers just stop. The ones we recovered weren't disenchanted with the product. They hit a technical wall and gave up. That's fixable, but only if you can see it."
— Elizabeth Morris, Head of CX and Retention
Most brands lose this kind of revenue without ever knowing why. The problem hides in plain sight, scattered across tickets, tagged inconsistently, never connecting into something anyone can act on.
Pendulum got ahead of it. Hark made the story visible. Elizabeth moved fast. One pattern. One week to fix it. $454K that stayed exactly where it belonged.
Discover how Hark can revolutionize your customer experience.
Real-world impact and outcomes of brands that harnessed the power of Hark for customer support transformation.
