retention-strategy

# Strategies: Retention Guides customer retention and churn prevention. Acquiring new customers costs 5–25× more than retaining; 5% retention improvement can increase profitability 25–95%. Use this skill when reducing churn, building retention programs, or identifying at-risk customers. **When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output. ## Initial Assessment **Check for project context first:** If `.claude/project-context.md` or `.cursor/project-context.md` exists, read Sections 4 (Audience), 9 (Documentation). Identify: 1. **Churn type**: Voluntary (active cancel) vs involuntary (payment failure) 2. **Signals**: Login frequency, feature usage, support tickets 3. **Stage**: Onboarding, expansion, renewal ## Churn Types | Type | Share | Causes | |------|-------|--------| | **Voluntary** | 60–80% | Pricing, missing features, poor onboarding, relationship | | **Involuntary** | 20–40% | Payment failures, expired cards, billing | **Predictability**: Most churn is predictable 30–90 days before cancellation via behavioral signals. ## Proactive vs Reactive | Approach | Conversion | |----------|------------| | **Reactive** (after cancel) | 15–20% | | **Proactive** (before decision) | 60–80% | Move from lagging indicator to early warning systems. ## Retention Strategies | Strategy | Use | |---...