mkt-churn-preventionlisted

# Churn Prevention **Churn is not an event; it is the outcome of accumulated failures.** Polishing the cancellation screen is the last lever — before that, risk-signal-based interventions create most of the margin. ## 3 Defense Layers (in priority order) 1. **Prevention (detect risk while they're still active)** - Churn prediction signals: lengthening login gaps, stopped core-feature usage, teammate departures, latent issues buried in support tickets - Health score = availability (recent activity) 40 + depth (core-feature usage) 30 + relationship (team size, account age) 30 - Human outreach only for the bottom 20% of scores — blanket outreach just raises cost 2. **Structure (cancellation flow)** - A single unified "cancel subscription" button is mandatory (legal requirement + trust). Offer options only in the churn window: pause (up to 3 months), downgrade, reason survey - Reason survey = 3 options + free text, placed before cancellation completes. If "price" dominates, it's a packaging problem, not a discount problem 3. **Recovery (failed payments)** - Most payment-failure churn is technical — a 3-touch dunning sequence (card renewal reminders) recovers 5~15%. Immediate subscription cancellation is the biggest mistake ## Judgment Criteria - Churn baseline: 1~3% monthly for B2B SaaS, 5~10% for B2C subscriptions. Exceeding that is a product problem, not a marketing one — churn this skill can't cover escalates to onboarding/product - Retention math: LTV =