SKILL.md
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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
Health scoring
Behavioral + transactional + relationship signals
Loyalty programs
5–15 percentage point retention lift
Segmentation
Predictive modeling for at-risk
Onboarding
Prevent low value realization early
Dunning
Retry logic; pre-expiry card updates for involuntary
User Value & Feedback
Dimension
Use
Product value
Registration; feature usage; payment
Marketing value
Testimonials; customer stories; webinar guests; feedback, bug reports, feature requests
Feedback analysis
Email, community, reviews—AI-assisted analysis; prioritize by impact; route to product vs ops
Avoid: Treating users only as MAU/registration denominators. See creator-program for creator ecosystem.
Lifecycle Integration
Retention occurs after conversion; ongoing investment in customer success, not isolated campaigns. Map touchpoints: onboarding → adoption → expansion → renewal.
Output Format
- Churn analysis (voluntary vs involuntary; signals)
- Retention tactics (by stage)
- Health score framework (if applicable)
- Intervention playbook (at-risk triggers)
Related Skills
- email-marketing: Onboarding sequences; win-back campaigns
- pmf-strategy: Retention as PMF signal; churn as anti-signal
- cold-start-strategy: First users; differs from retention
- analytics-tracking: Usage data; churn signals
- traffic-analysis: Attribution; retention cohort analysis