churn-prevention

Files (4)

• SKILL.md
• evals.json · evals/
• cancel-flow-patterns.md · references/
• dunning-playbook.md · references/

SKILL.md (first lines)

# Churn Prevention

## Purpose

Reduce churn across three stages: before they want to leave (health scoring + proactive outreach), while they're leaving (cancel flow + save offers), and after they've left (win-back campaigns). Plus dunning sequences for involuntary churn from failed payments.

## Reads

- `brand/audience.md` — Personas, pain points, what they value most
- `brand/positioning.md` — Value props for reinforcement in save offers and win-back copy
- `brand/voice-profile.md` — Brand voice for all cancel flow and email copy

## Brand Integration

- **audience.md** — Churn signals vary by persona. Power users churn from missing features; casual users churn from confusion. Tailor intervention messaging to the persona's primary motivation.
- **positioning.md** — Save offers and win-back copy should reinforce the brand's core value proposition, not just offer discounts. Remind users of the specific value they're losing.
- **voice-profile.md** — Cancel flow copy must match brand voice. A playful brand says 'We'll miss you! Here's what you'll lose...' A professional brand says 'Before you go, here's a summary of your account value.' Win-back emails must sound like the brand, not like a desperate ex.

## Workflow

### Step 1: Analyze Churn Triggers

Identify and categorize churn drivers:

**Voluntary Churn (they chose to leave):**

| Trigger | Signal | Intervention Window |
|---------|--------|-------------------|
| Not using core feature | <2 logins/week for 2 weeks | Early — usage prompt |
| Price sensitivity | Viewed pricing page after billing | Pre-renewal — value reinforcement |
| Missing feature | Feature request + competitor mention | Medium — roadmap update |
| Poor onboarding | Never completed setup | Immediate — guided help |
| Support frustration | Multiple tickets, low CSAT | Immediate — escalation |
| Outgrew the product | Hitting limits frequently | Pre-churn — upgrade path |
| Champion left | Key user deactivated | Immediate — new champion onboarding |

**Involuntary Churn (payment failed):**

| Trigger | Signal | Intervention |
|---------|--------|-------------|
| Card expired | Payment decline code | Dunning sequence |
| Insufficient funds | Soft decline | Retry schedule |
| Card replaced | Hard decline | Update payment prompt |
| Bank block | Fraud decline | Direct outreach |

### Step 2: Design Health Score

Define a customer health score (0-100) based on:

```
Health Score Components:
- Usage frequency (0-25): Logins, feature usage, API calls
- Feature adoption (0-25): % of key features used
- Engagement depth (0-20): Session duration, actions per session
- Support sentiment (0-15): Ticket volume (inverse), CSAT scores
- Account growth (0-15): Seats added, plan upgrades, expansion
```

Health score thresholds:
- **80-100:** Healthy — nurture and expand
- **60-79:** Monitor — proactive check-in
- **40-59:** At risk — intervention needed
- **0-39:** Critical — immediate outreach

### Step 3: Design Cancel Flow

The cancel flow is not a wall — it's a conversation. Goal: understand why and offer a genuine solution.

```
Screen 1: "Before you go..."
|- "What's the main reason you're canceling?"
|   |- Too expensive -> Screen 2A
|   |- Missing features I need -> Screen 2B
|   |- Not using it enough -> Screen 2C
|   |- Switching to another tool -> Screen 2D
|   |- Just need a break -> Screen 2E
|   |- Other -> Screen 2F

Screen 2A (Too expensive):
|- Show usage stats: "You've [achievement] with [Product] this month"
|- Offer: Downgrade to lower plan / Annual discount / Pause billing
|- CTA: "Switch to [cheaper plan] — keep [key features]"
|- Skip: "No thanks, continue canceling"

Screen 2B (Missing features):
|- "Which features would keep you?"
|- Show roadmap items if relevant: "[Feature] ships in [timeframe]"
|- Offer: "We'll notify you when [feature] launches"
|- Skip: "Continue canceling"

Screen 2C (Not using it enough):
|- Show quick wins: "Here are 3 things you haven't tried yet"
|- Offer: Pause for 1-3 months instead of canceling
|- Offer: Free onboarding call
|- Skip: "Continue canceling"

Screen 2D (Switching to competitor):
|- "Which tool are you switching to?" (optional)
|- Show comparison: "Here's how [Product] compares on [key features]"
|- Offer: Match competitor pricing / free migration assistance
|- Skip: "Continue canceling"

Screen 2E (Need a break):
|- "We get it. Pause your account instead?"
|- Options: Pause 1 month / 2 months / 3 months
|- "Your data and settings stay exactly as they are"
|- Skip: "Cancel instead"

Screen 2F (Other):
|- Open text feedback
|- "Thanks for sharing. Is there anything we can do?"
|- Skip: "Continue canceling"

Screen 3 (Final confirmation):
|- Summary of what they'll lose (specific to their usage)
|- "Your [X] projects and [Y] data will be deleted after 30 days"
|- Final CTA: "Keep my account" (primary) / "Cancel" (secondary, muted)
|- Post-cancel: "Account canceled. You have access until [date]."
```

From MoizIbnYousaf/marketing-cli, MIT.

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