Purpose
Diagnose churn causes through systematic analysis — segment churned users, identify behavioral patterns, map to churn archetypes, and recommend targeted retention interventions.
Application
Turn 1: Churn Data
Agent asks: "Tell me about your churn situation."
- Current churn rate (monthly/annual)
- Trend (improving/worsening/stable)
- How do you define churn? (Cancellation? Inactivity? Non-renewal?)
- Do you have exit survey data?
Turn 2: Segment the Churned Users
Agent asks: "Let's segment who's churning. Do you see patterns?"
## Churn Segments
| Segment | % of Churners | Avg Tenure | Behavior Before Churn |
|---------|-------------|-----------|---------------------|
| [Never activated] | [%] | <30 days | Never completed onboarding |
| [Early churn] | [%] | 1-3 months | Used briefly, stopped |
| [Mature churn] | [%] | 6+ months | Was active, then declined |
| [Price-driven] | [%] | Varies | Active but cancelled citing price |
Turn 3: Map to Churn Archetypes
| Archetype | Signal | Root Cause | Fix |
|---|---|---|---|
| Never got value | Low activation, short tenure | Onboarding gap | Activation optimization |
| Got value, lost it | Was active, usage declined | Product relevance fading | Re-engagement, new value |
| Found alternative | Sudden stop, competitor mentions | Competitive loss | Feature parity, positioning |
| Price sensitive | Active but cites price | Value < perceived cost | Pricing, value communication |
| Churned by accident | Credit card failure, forgot | Passive churn | Dunning, reminders |
Turn 4: Intervention Plan
## Churn Reduction Plan
### Quick Wins (This Month)
- [Intervention 1 targeting highest-volume archetype]
- [Dunning/payment recovery if applicable]
### Medium-Term (This Quarter)
- [Activation improvements for "never got value"]
- [Re-engagement campaign for "got value, lost it"]
### Long-Term (Next Quarter)
- [Competitive response for "found alternative"]
- [Pricing adjustments for "price sensitive"]
### Metrics to Track
| Metric | Baseline | Target | Timeline |
|--------|----------|--------|----------|
| Overall churn | [%] | [%] | [Weeks] |
| [Archetype 1] churn | [%] | [%] | [Weeks] |
References
Related Skills
skills/growth/retention-deep-dive/SKILL.md— Retention analysisskills/growth/activation-optimization/SKILL.md— Fix "never got value"skills/growth/pol-probe/SKILL.md— PMF drives retention
Skill type: Interactive Domain: Growth & Optimization