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Churn Defense

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.

KPIs

Section titled “KPIs”
  • Churn rate, saves, net revenue retention, CSAT post-intervention.

Risks

Section titled “Risks”
  • Incentive dependency; set cool-offs and qualification.
  • Misclassification; monitor false positives/negatives.
Section titled “Related”