Churn Prevention & Retention

Reduce churn through proactive retention strategies.

Churn Signals

• Usage decline: Login frequency drops
• Feature abandonment: Stopped using core features
• Support tickets: Frustration or confusion
• Payment issues: Failed charges
• Cancellation flow: Started cancel process

Process

Step 1: Identify At-Risk Customers

• Define churn score (based on signals above)
• Segment by risk level (high/medium/low)

Step 2: Proactive Outreach

High-risk users:

• Personal email from founder/CS
• Offer help: "Noticed you haven't logged in — need help?"

Medium-risk:

• Automated email: "Here's what you're missing"
• Re-engagement campaign

Step 3: Improve Cancel Flow

Don't make it hard to cancel (dark pattern).

Do:

• Ask why (feedback)
• Offer alternatives (pause, downgrade)
• Save offer (discount, extended trial)

Example:

Why are you canceling?
- Not using it enough
- Too expensive
- Missing features
- Switching to competitor
- Other

[Based on reason, offer solution]
- Not using: "Want a quick onboarding call?"
- Too expensive: "Try our Starter plan at 50% off?"
- Missing features: "Which features? We'd love to prioritize."

Step 4: Win-Back Campaign

For churned customers:

• Wait 30-90 days
• Email: "We've improved [pain point they mentioned]"
• Special offer

Output

Churn prevention playbook (signals, outreach, cancel flow, win-back).