Churn Defense
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Objective
Section titled “Objective”Lower voluntary churn by identifying risk signals and executing targeted saves.
Prerequisites
Section titled “Prerequisites”- Defined churn risk model or heuristic (usage drop, support tickets, NPS).
- Suppression rules and consent flags.
- Offer catalog with caps and guardrails.
Playbook
Section titled “Playbook”- Signals: sustained usage drop, downgrade intent, failed payments, negative NPS.
- Segments: new users at risk vs. seasoned; high- vs. low-ARPU.
- Interventions: education, personalized outreach, temporary discounts, plan fit.
- Channels: in-app, email, CS touch for high-value accounts.
- Cadence: weekly review of saves and next actions.
- Churn rate, saves, net revenue retention, CSAT post-intervention.
- Incentive dependency; set cool-offs and qualification.
- Misclassification; monitor false positives/negatives.