Keeping the customers you have.
WHY IT DOMINATES EVERYTHING
Growth is new customers minus lost ones, and losses compound.
WHAT THE TYPES ARE
Voluntary: they chose to leave
Involuntary: payment failed
WHAT CAUSES VOLUNTARY CHURN
Never reaching value The problem ceasing to exist A better alternative Price The person who championed it leaving Poor support
WHY THAT FIFTH POINT MATTERS
Single-person adoption is fragile, and the account leaves when they do.
WHAT REDUCES THAT
Getting several people using it.
WHAT PREDICTS CHURN
Declining usage Support requests going unresolved A key user becoming inactive Failure to adopt core features
WHAT TO BUILD
Visibility of those signals, per account.
WHAT TO DO WITH THEM
Contact the customer before they leave.
WHAT TO ASK DEPARTING CUSTOMERS
Why, and what would have kept them.
WHY ASK EVERY ONE
It is the most accurate product feedback you will receive.
WHAT TO AVOID
Making cancellation difficult Offers that only delay the decision Ignoring the reason given
WHAT TO FIX
Whatever is named repeatedly.
WHAT TO ACCEPT
That some churn is healthy: customers who were never a fit.
