Keeping a customer is usually cheaper than finding a new one, and for a subscription business it decides whether growth adds up or leaks away.
Terms
- Churn: the share of customers, or of revenue, lost in a period
- Retention: the share that stays
- Activation: the point at which a new user first gets the value they came for
- Voluntary churn: the customer chose to cancel
- Involuntary churn: the payment failed
When you ask for help, include:
- What you sell and your pricing model
- Your churn figure and how you calculate it
- When people leave: first week, first month, after a year
- What they say when they cancel
- What you have tried
Good threads here
- What you learned from cancellation reasons
- Onboarding changes and their effect
- Recovering failed payments
- Customers who came back, and why
- Annual plans and what they did to retention
Very small customer counts make percentages jump around. If you have 20 customers, describe each cancellation and skip the rate.