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<!doctype html><html lang="en"><head><title data-rh="true">Eliminating Churn Is Growth Hacking 2.0 | by flo.tausend | Marketing And Growth Hacking | Medium</title><meta data-rh="true" charset="utf-8"/><meta data-rh="true" name="viewport" content="width=device-width,minimum-scale=1,initial-scale=1,maximum-scale=1"/><meta data-rh="true" name="theme-color" content="#000000"/><meta data-rh="true" name="twitter:app:name:iphone" content="Medium"/><meta data-rh="true" name="twitter:app:id:iphone" content="828256236"/><meta data-rh="true" property="al:ios:app_name" content="Medium"/><meta data-rh="true" property="al:ios:app_store_id" content="828256236"/><meta data-rh="true" property="al:android:package" content="com.medium.reader"/><meta data-rh="true" property="fb:app_id" content="542599432471018"/><meta data-rh="true" property="og:site_name" content="Medium"/><meta data-rh="true" property="og:type" content="article"/><meta data-rh="true" property="article:published_time" content="2019-11-16T10:18:31.665Z"/><meta data-rh="true" name="title" content="Eliminating Churn Is Growth Hacking 2.0 | by flo.tausend | Marketing And Growth Hacking | Medium"/><meta data-rh="true" property="og:title" content="Eliminating Churn Is Growth Hacking 2.0"/><meta data-rh="true" property="al:android:url" content="medium://p/47a380194a06"/><meta data-rh="true" property="al:ios:url" content="medium://p/47a380194a06"/><meta data-rh="true" property="al:android:app_name" content="Medium"/><meta data-rh="true" name="description" content="Written to understand why customers stop using your service and how you can measure it. 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aria-hidden="true"><span class="bf b bg z du">·</span></span></div></div><span class="bf b bg z du"><div class="ab ae"><span data-testid="storyReadTime">6 min read</span><div class="jl jm l" aria-hidden="true"><span class="l" aria-hidden="true"><span class="bf b bg z du">·</span></span></div><span data-testid="storyPublishDate">Sep 19, 2018</span></div></span></div></span></div></div></div><div class="ab cp jn jo jp jq jr js jt ju jv jw jx jy jz ka kb kc"><div class="h k w fg fh q"><div class="ks l"><div class="ab q kt ku"><div class="pw-multi-vote-icon fj jc kv kw kx"><span><a class="af ag ah ai aj ak al am an ao ap aq ar as at" data-testid="headerClapButton" rel="noopener follow" 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https://miro.medium.com/v2/resize:fit:750/format:webp/1*KmiLzUpcW46D02-XYMA0pg.jpeg 750w, https://miro.medium.com/v2/resize:fit:786/format:webp/1*KmiLzUpcW46D02-XYMA0pg.jpeg 786w, https://miro.medium.com/v2/resize:fit:828/format:webp/1*KmiLzUpcW46D02-XYMA0pg.jpeg 828w, https://miro.medium.com/v2/resize:fit:1100/format:webp/1*KmiLzUpcW46D02-XYMA0pg.jpeg 1100w, https://miro.medium.com/v2/resize:fit:2000/format:webp/1*KmiLzUpcW46D02-XYMA0pg.jpeg 2000w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 1000px" type="image/webp"/><source data-testid="og" srcSet="https://miro.medium.com/v2/resize:fit:640/1*KmiLzUpcW46D02-XYMA0pg.jpeg 640w, https://miro.medium.com/v2/resize:fit:720/1*KmiLzUpcW46D02-XYMA0pg.jpeg 720w, https://miro.medium.com/v2/resize:fit:750/1*KmiLzUpcW46D02-XYMA0pg.jpeg 750w, https://miro.medium.com/v2/resize:fit:786/1*KmiLzUpcW46D02-XYMA0pg.jpeg 786w, https://miro.medium.com/v2/resize:fit:828/1*KmiLzUpcW46D02-XYMA0pg.jpeg 828w, https://miro.medium.com/v2/resize:fit:1100/1*KmiLzUpcW46D02-XYMA0pg.jpeg 1100w, https://miro.medium.com/v2/resize:fit:2000/1*KmiLzUpcW46D02-XYMA0pg.jpeg 2000w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 1000px"/><img alt="" class="bh mb no c" width="1000" height="667" loading="eager" role="presentation"/></picture></div></div></figure></div></div></div><div class="ab cb"><div class="ci bh fz ga gb gc"><p id="8429" class="pw-post-body-paragraph np nq gu nr b ns nt nu nv nw nx ny nz oa ob oc od oe of og oh oi oj ok ol om gn bk"><em class="on">New customers can be five to twenty-five times more expensive than retaining existing ones according to </em><a class="af oo" href="https://hbr.org/2014/10/the-value-of-keeping-the-right-customers" rel="noopener ugc nofollow" target="_blank"><em class="on">Harvard Business Review</em></a><em class="on">. Here is the message every company should to understand at first hand: keeping the right customers can be quite valuable. Not only because customer acquisition is much more expensive, but as more and more business models are shifting towards subscription plans, a customer can be worth thousands of dollar in future. </em><strong class="nr gv">Reducing your churn ultimately leads to a sustainable growing business.</strong></p><h1 id="3d24" class="op oq gu bf or os ot ou ov ow ox oy oz pa pb pc pd pe pf pg ph pi pj pk pl pm bk">What To Expect In This Article</h1><p id="e52b" class="pw-post-body-paragraph np nq gu nr b ns pn nu nv nw po ny nz oa pp oc od oe pq og oh oi pr ok ol om gn bk">This article is written to help you understand why customers stop using your service and how you can measure it. After becoming an expert and knowing everything about your own churn rate, you will explore the variables may needed for predicting customer churn. Because only then you can ultimately take actions to fight it.</p><h1 id="02fc" class="op oq gu bf or os ot ou ov ow ox oy oz pa pb pc pd pe pf pg ph pi pj pk pl pm bk">A Brief Definition Of Churn</h1><p id="400d" class="pw-post-body-paragraph np nq gu nr b ns pn nu nv nw po ny nz oa pp oc od oe pq og oh oi pr ok ol om gn bk">Let’s start with the basic: what actually is customer churn? <br/>There are several definitions but in this case we want to use the one as follows: Customer churn has happened as soon as a customer stops using your service or stops doing business with you. This is often put in a simple formula:</p><figure class="pt pu pv pw px mu na nb paragraph-image"><div class="na nb ps"><picture><source srcSet="https://miro.medium.com/v2/resize:fit:640/format:webp/1*br4Mcf4sbb4nPSn5U8KC_Q.png 640w, https://miro.medium.com/v2/resize:fit:720/format:webp/1*br4Mcf4sbb4nPSn5U8KC_Q.png 720w, https://miro.medium.com/v2/resize:fit:750/format:webp/1*br4Mcf4sbb4nPSn5U8KC_Q.png 750w, https://miro.medium.com/v2/resize:fit:786/format:webp/1*br4Mcf4sbb4nPSn5U8KC_Q.png 786w, https://miro.medium.com/v2/resize:fit:828/format:webp/1*br4Mcf4sbb4nPSn5U8KC_Q.png 828w, https://miro.medium.com/v2/resize:fit:1100/format:webp/1*br4Mcf4sbb4nPSn5U8KC_Q.png 1100w, https://miro.medium.com/v2/resize:fit:1152/format:webp/1*br4Mcf4sbb4nPSn5U8KC_Q.png 1152w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 576px" type="image/webp"/><source data-testid="og" srcSet="https://miro.medium.com/v2/resize:fit:640/1*br4Mcf4sbb4nPSn5U8KC_Q.png 640w, https://miro.medium.com/v2/resize:fit:720/1*br4Mcf4sbb4nPSn5U8KC_Q.png 720w, https://miro.medium.com/v2/resize:fit:750/1*br4Mcf4sbb4nPSn5U8KC_Q.png 750w, https://miro.medium.com/v2/resize:fit:786/1*br4Mcf4sbb4nPSn5U8KC_Q.png 786w, https://miro.medium.com/v2/resize:fit:828/1*br4Mcf4sbb4nPSn5U8KC_Q.png 828w, https://miro.medium.com/v2/resize:fit:1100/1*br4Mcf4sbb4nPSn5U8KC_Q.png 1100w, https://miro.medium.com/v2/resize:fit:1152/1*br4Mcf4sbb4nPSn5U8KC_Q.png 1152w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 576px"/><img alt="" class="bh mb no c" width="576" height="97" loading="lazy" role="presentation"/></picture></div></figure><p id="411e" class="pw-post-body-paragraph np nq gu nr b ns nt nu nv nw nx ny nz oa ob oc od oe of og oh oi oj ok ol om gn bk">Let’s do the maths with one example: On January 1st you have 1000 customers. 100 of them are not using your service at the end of the month anymore. Furthermore you have acquired throughout January (31st of January) 500 new customers where 125 directly churn out. Simplest calculation looks as follows:</p><figure class="pt pu pv pw px mu na nb paragraph-image"><div class="na nb py"><picture><source srcSet="https://miro.medium.com/v2/resize:fit:640/format:webp/1*1P1ILWz7UmaoEAOSQxtcVQ.png 640w, https://miro.medium.com/v2/resize:fit:720/format:webp/1*1P1ILWz7UmaoEAOSQxtcVQ.png 720w, https://miro.medium.com/v2/resize:fit:750/format:webp/1*1P1ILWz7UmaoEAOSQxtcVQ.png 750w, https://miro.medium.com/v2/resize:fit:786/format:webp/1*1P1ILWz7UmaoEAOSQxtcVQ.png 786w, https://miro.medium.com/v2/resize:fit:828/format:webp/1*1P1ILWz7UmaoEAOSQxtcVQ.png 828w, https://miro.medium.com/v2/resize:fit:1100/format:webp/1*1P1ILWz7UmaoEAOSQxtcVQ.png 1100w, https://miro.medium.com/v2/resize:fit:796/format:webp/1*1P1ILWz7UmaoEAOSQxtcVQ.png 796w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 398px" type="image/webp"/><source data-testid="og" srcSet="https://miro.medium.com/v2/resize:fit:640/1*1P1ILWz7UmaoEAOSQxtcVQ.png 640w, https://miro.medium.com/v2/resize:fit:720/1*1P1ILWz7UmaoEAOSQxtcVQ.png 720w, https://miro.medium.com/v2/resize:fit:750/1*1P1ILWz7UmaoEAOSQxtcVQ.png 750w, https://miro.medium.com/v2/resize:fit:786/1*1P1ILWz7UmaoEAOSQxtcVQ.png 786w, https://miro.medium.com/v2/resize:fit:828/1*1P1ILWz7UmaoEAOSQxtcVQ.png 828w, https://miro.medium.com/v2/resize:fit:1100/1*1P1ILWz7UmaoEAOSQxtcVQ.png 1100w, https://miro.medium.com/v2/resize:fit:796/1*1P1ILWz7UmaoEAOSQxtcVQ.png 796w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 398px"/><img alt="" class="bh mb no c" width="398" height="111" loading="lazy" role="presentation"/></picture></div></figure><p id="573b" class="pw-post-body-paragraph np nq gu nr b ns nt nu nv nw nx ny nz oa ob oc od oe of og oh oi oj ok ol om gn bk">Knowing the basic calculation is the first step to measure and fight churn in your company. But did we already ask ourself the questions: How is an inactive or lost customer actually defined?</p><figure class="pt pu pv pw px mu na nb paragraph-image"><a href="https://getgist.com/"><div class="na nb pz"><picture><source srcSet="https://miro.medium.com/v2/resize:fit:640/format:webp/1*I4S9hqbwLvItRrO1FI0nzw.png 640w, https://miro.medium.com/v2/resize:fit:720/format:webp/1*I4S9hqbwLvItRrO1FI0nzw.png 720w, https://miro.medium.com/v2/resize:fit:750/format:webp/1*I4S9hqbwLvItRrO1FI0nzw.png 750w, https://miro.medium.com/v2/resize:fit:786/format:webp/1*I4S9hqbwLvItRrO1FI0nzw.png 786w, https://miro.medium.com/v2/resize:fit:828/format:webp/1*I4S9hqbwLvItRrO1FI0nzw.png 828w, https://miro.medium.com/v2/resize:fit:1100/format:webp/1*I4S9hqbwLvItRrO1FI0nzw.png 1100w, https://miro.medium.com/v2/resize:fit:1400/format:webp/1*I4S9hqbwLvItRrO1FI0nzw.png 1400w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 700px" type="image/webp"/><source data-testid="og" srcSet="https://miro.medium.com/v2/resize:fit:640/1*I4S9hqbwLvItRrO1FI0nzw.png 640w, https://miro.medium.com/v2/resize:fit:720/1*I4S9hqbwLvItRrO1FI0nzw.png 720w, https://miro.medium.com/v2/resize:fit:750/1*I4S9hqbwLvItRrO1FI0nzw.png 750w, https://miro.medium.com/v2/resize:fit:786/1*I4S9hqbwLvItRrO1FI0nzw.png 786w, https://miro.medium.com/v2/resize:fit:828/1*I4S9hqbwLvItRrO1FI0nzw.png 828w, https://miro.medium.com/v2/resize:fit:1100/1*I4S9hqbwLvItRrO1FI0nzw.png 1100w, https://miro.medium.com/v2/resize:fit:1400/1*I4S9hqbwLvItRrO1FI0nzw.png 1400w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 700px"/><img alt="" class="bh mb no c" width="700" height="210" loading="lazy" role="presentation"/></picture></div></a></figure><h1 id="6b74" class="op oq gu bf or os ot ou ov ow ox oy oz pa pb pc pd pe pf pg ph pi pj pk pl pm bk">Identify Churn For Your Service</h1><p id="bc40" class="pw-post-body-paragraph np nq gu nr b ns pn nu nv nw po ny nz oa pp oc od oe pq og oh oi pr ok ol om gn bk">To find out which customer can be counted as churn you have to find your own definition. The decision tree below should be of help when it comes to defining “churn”. Walk through the decision tree and check the corresponding definition of your result.</p><figure class="pt pu pv pw px mu na nb paragraph-image"><div role="button" tabindex="0" class="nk nl fj nm bh nn"><div class="na nb qa"><picture><source srcSet="https://miro.medium.com/v2/resize:fit:640/format:webp/1*DnmJr3HlCPcxidOo_k1qzg.png 640w, https://miro.medium.com/v2/resize:fit:720/format:webp/1*DnmJr3HlCPcxidOo_k1qzg.png 720w, https://miro.medium.com/v2/resize:fit:750/format:webp/1*DnmJr3HlCPcxidOo_k1qzg.png 750w, https://miro.medium.com/v2/resize:fit:786/format:webp/1*DnmJr3HlCPcxidOo_k1qzg.png 786w, https://miro.medium.com/v2/resize:fit:828/format:webp/1*DnmJr3HlCPcxidOo_k1qzg.png 828w, https://miro.medium.com/v2/resize:fit:1100/format:webp/1*DnmJr3HlCPcxidOo_k1qzg.png 1100w, https://miro.medium.com/v2/resize:fit:1400/format:webp/1*DnmJr3HlCPcxidOo_k1qzg.png 1400w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 700px" type="image/webp"/><source data-testid="og" srcSet="https://miro.medium.com/v2/resize:fit:640/1*DnmJr3HlCPcxidOo_k1qzg.png 640w, https://miro.medium.com/v2/resize:fit:720/1*DnmJr3HlCPcxidOo_k1qzg.png 720w, https://miro.medium.com/v2/resize:fit:750/1*DnmJr3HlCPcxidOo_k1qzg.png 750w, https://miro.medium.com/v2/resize:fit:786/1*DnmJr3HlCPcxidOo_k1qzg.png 786w, https://miro.medium.com/v2/resize:fit:828/1*DnmJr3HlCPcxidOo_k1qzg.png 828w, https://miro.medium.com/v2/resize:fit:1100/1*DnmJr3HlCPcxidOo_k1qzg.png 1100w, https://miro.medium.com/v2/resize:fit:1400/1*DnmJr3HlCPcxidOo_k1qzg.png 1400w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 700px"/><img alt="" class="bh mb no c" width="700" height="431" loading="lazy" role="presentation"/></picture></div></div><figcaption class="qb ff qc na nb qd qe bf b bg z du">Decision tree: type of churn</figcaption></figure><p id="f0bb" class="pw-post-body-paragraph np nq gu nr b ns nt nu nv nw nx ny nz oa ob oc od oe of og oh oi oj ok ol om gn bk"><strong class="nr gv">Lost customer cancels or switches to free plan:</strong><br/>You only follow voluntary churn. This means if your customer has problems with paying, you still consider him as customer and figure things out. Take only in considerations customers that actively cancel their subscription or switch to a free plan.</p><p id="46a5" class="pw-post-body-paragraph np nq gu nr b ns nt nu nv nw nx ny nz oa ob oc od oe of og oh oi oj ok ol om gn bk"><strong class="nr gv">Lost customer stops paying:</strong><br/>You follow voluntary and also involuntary churn. In this case the customer simply stops paying. The reason can be both: he may have cash flow problems or does not want to use your service anymore. You don’t care — is a customer not paying it means he is lost.</p><p id="3093" class="pw-post-body-paragraph np nq gu nr b ns nt nu nv nw nx ny nz oa ob oc od oe of og oh oi oj ok ol om gn bk"><strong class="nr gv">Lost customer cancels:<br/></strong>Lucky you! This is very unusual for customers with a free plan. In case it is free service there in 90% of the cases no reason why the should actively quit. Nevertheless it can happen and in this case you simply take the daily/weekly/monthly cancellations into your churn calculation.</p><p id="6ef0" class="pw-post-body-paragraph np nq gu nr b ns nt nu nv nw nx ny nz oa ob oc od oe of og oh oi oj ok ol om gn bk"><strong class="nr gv">Lost customer stops being active:</strong><br/>Congratulations — you have the most challenging version of measuring churn. Why? Because your customer does not actively giving any hint that he stops using your service. You have to precisely determine when a customer is lost. It can be something like: “Last login over 30 days.” or “Last login and no active event triggered since 7 days”. You have to define it in line with your business model. The only hint is: <strong class="nr gv">Try to find the first hint of a churning customer — because otherwise it may be too late to act!</strong></p><figure class="pt pu pv pw px mu"><div class="qf jd l fj"><div class="qg qh l"></div></div></figure><h1 id="d260" class="op oq gu bf or os ot ou ov ow ox oy oz pa pb pc pd pe pf pg ph pi pj pk pl pm bk">Knowing The Churn Variables</h1><p id="7382" class="pw-post-body-paragraph np nq gu nr b ns pn nu nv nw po ny nz oa pp oc od oe pq og oh oi pr ok ol om gn bk">In order to take actions against an increasing customer churn rate, you have to know in advance when churn is most likely to happen. Let’s explore the critical variables so you cannot only take actions in time, but also start implementing a predictive churn model with the help of AI (ATTENTION BUZZ WORD!):</p><figure class="pt pu pv pw px mu na nb paragraph-image"><a href="https://getgist.com/"><div class="na nb pz"><picture><source srcSet="https://miro.medium.com/v2/resize:fit:640/format:webp/1*f4mRVnSjscHK_Txd28CALg.png 640w, https://miro.medium.com/v2/resize:fit:720/format:webp/1*f4mRVnSjscHK_Txd28CALg.png 720w, https://miro.medium.com/v2/resize:fit:750/format:webp/1*f4mRVnSjscHK_Txd28CALg.png 750w, https://miro.medium.com/v2/resize:fit:786/format:webp/1*f4mRVnSjscHK_Txd28CALg.png 786w, https://miro.medium.com/v2/resize:fit:828/format:webp/1*f4mRVnSjscHK_Txd28CALg.png 828w, https://miro.medium.com/v2/resize:fit:1100/format:webp/1*f4mRVnSjscHK_Txd28CALg.png 1100w, https://miro.medium.com/v2/resize:fit:1400/format:webp/1*f4mRVnSjscHK_Txd28CALg.png 1400w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 700px" type="image/webp"/><source data-testid="og" srcSet="https://miro.medium.com/v2/resize:fit:640/1*f4mRVnSjscHK_Txd28CALg.png 640w, https://miro.medium.com/v2/resize:fit:720/1*f4mRVnSjscHK_Txd28CALg.png 720w, https://miro.medium.com/v2/resize:fit:750/1*f4mRVnSjscHK_Txd28CALg.png 750w, https://miro.medium.com/v2/resize:fit:786/1*f4mRVnSjscHK_Txd28CALg.png 786w, https://miro.medium.com/v2/resize:fit:828/1*f4mRVnSjscHK_Txd28CALg.png 828w, https://miro.medium.com/v2/resize:fit:1100/1*f4mRVnSjscHK_Txd28CALg.png 1100w, https://miro.medium.com/v2/resize:fit:1400/1*f4mRVnSjscHK_Txd28CALg.png 1400w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 700px"/><img alt="" class="bh mb no c" width="700" height="210" loading="lazy" role="presentation"/></picture></div></a></figure><ol class=""><li id="5724" class="np nq gu nr b ns nt nu nv nw nx ny nz oa ob oc od oe of og oh oi oj ok ol om qi qj qk bk"><strong class="nr gv">Events After Onboarding<br/></strong>The first days after your customer signs up and starts using your service can be crucial for the further account development. If it takes too much time and effort for the customer to get his/her account up and running, it is a good hint that he will stop using your service in the near future. <br/>My personal favourite to measure the success rate at the beginning is <strong class="nr gv">“time to benefit”</strong>. Meaning you analyse which actions your customer has to realize in order to get the first benefit from your product. If the defined actions are not conducted or it takes too long you should immediately get in touch with them.</li><li id="969e" class="np nq gu nr b ns ql nu nv nw qm ny nz oa qn oc od oe qo og oh oi qp ok ol om qi qj qk bk"><strong class="nr gv">Overall Usage level<br/></strong>After the initial phase of signing up is cleared, a reduced overall usage often precedes customer churn. As stated before the ideal amount of logins depends heavily on your product, but you can explore that level with the help of a “role-model customer”.</li><li id="5fd0" class="np nq gu nr b ns ql nu nv nw qm ny nz oa qn oc od oe qo og oh oi qp ok ol om qi qj qk bk"><strong class="nr gv">“Killerfeature” Adoption<br/></strong>Usually a product offers one features that underlines YOUR unique selling proposition. It is the main reason your customers are buying your product. So If a customer stops using your “Killer Feature”, you should be careful and see how further behaviour develops. The chances of churning are increased!</li><li id="6ed4" class="np nq gu nr b ns ql nu nv nw qm ny nz oa qn oc od oe qo og oh oi qp ok ol om qi qj qk bk"><strong class="nr gv">Lowering Subscription Plan<br/></strong>Whenever a customer is lowering his/her subscription plan, it can be an indicator for an approaching churn. It seems your product is not needed as much us before anymore and another solution may replace your offering.</li><li id="8a39" class="np nq gu nr b ns ql nu nv nw qm ny nz oa qn oc od oe qo og oh oi qp ok ol om qi qj qk bk"><strong class="nr gv">Customer Service<br/></strong>Although a silent is in many cases also no healthy customer, at this point we are looking at the service level of your company when issues are reported. There are mainly four metrics that give you insights on the customer account’s health:<br/>- Number of issues<br/>- Solving quality of the issues<br/>- Time to solving the issues<br/>- Overall happiness with your customer service (best is a rating)</li><li id="97ad" class="np nq gu nr b ns ql nu nv nw qm ny nz oa qn oc od oe qo og oh oi qp ok ol om qi qj qk bk"><strong class="nr gv">Payment Performance<br/></strong>Delayed and irregular payments can mean that the customer has economic problems or he simply does not want to pay for your service but somehow needs it. Important is that you have an eye on these customers and try to solve this issue with a long term perspective. Nevertheless it can happen that you want this customer to leave if behaviour doesn’t change.</li><li id="aa85" class="np nq gu nr b ns ql nu nv nw qm ny nz oa qn oc od oe qo og oh oi qp ok ol om qi qj qk bk"><strong class="nr gv">Feedback Customer’s KPIs<br/></strong>Knowing where your service benefits the customer is key for a successful relationship. Only if your service is considered as adding value to his / her business churn is very unlikely. Therefore regular feedback session with key customers via phone, e-Mail or surveys are inevitable.</li><li id="cc89" class="np nq gu nr b ns ql nu nv nw qm ny nz oa qn oc od oe qo og oh oi qp ok ol om qi qj qk bk"><strong class="nr gv">Macroeconomic Factors<br/></strong>In case you know that a industry sector is going very badly and customers of this sector may be struggling with their economic situation, it can be an indicator of churn. Being aware of the situation and taking care of the customer can prevent unwanted churn.</li></ol><h1 id="6066" class="op oq gu bf or os ot ou ov ow ox oy oz pa pb pc pd pe pf pg ph pi pj pk pl pm bk">Conclusion & Next Steps</h1><p id="049b" class="pw-post-body-paragraph np nq gu nr b ns pn nu nv nw po ny nz oa pp oc od oe pq og oh oi pr ok ol om gn bk">In order to win the fight against churn and to define reducing actions, it is essential to understand where the problem is coming from. I hope this article assisted you with approaching the topic and highlighted the most important indicators of a customer leaving, so you can take preventing actions which I will define in one of the following articles.</p><p id="25f8" class="pw-post-body-paragraph np nq gu nr b ns nt nu nv nw nx ny nz oa ob oc od oe of og oh oi oj ok ol om gn bk">A logic next step could be building an predictive intelligent algorithm where you take all the variables into consideration (yes you can also call it Machine Learning).</p><p id="480e" class="pw-post-body-paragraph np nq gu nr b ns nt nu nv nw nx ny nz oa ob oc od oe of og oh oi oj ok ol om gn bk">***************************************************************</p><p id="37aa" class="pw-post-body-paragraph np nq gu nr b ns nt nu nv nw nx ny nz oa ob oc od oe of og oh oi oj ok ol om gn bk">Everything I write about comes from experience with working in our own startup <a class="af oo" href="https://investory.io/" rel="noopener ugc nofollow" target="_blank">investory.io</a>. So feel free to share your experience.</p><p id="6249" class="pw-post-body-paragraph np nq gu nr b ns nt nu nv nw nx ny nz oa ob oc od oe of og oh oi oj ok ol om gn bk">**************************************************************</p><p id="476a" class="pw-post-body-paragraph np nq gu nr b ns nt nu nv nw nx ny nz oa ob oc od oe of og oh oi oj ok ol om gn bk">Another article you may like: <br/><a class="af oo" href="https://productcoalition.com/combining-qualitative-quantitative-data-to-analyse-the-stickiness-of-your-product-7c070c053c02" rel="noopener ugc nofollow" target="_blank">Combing Qualitative & Quantitative Data to Analyse The Stickiness Of Your Product</a></p></div></div><div class="mu"><div class="ab cb"><div class="lw mv lx mw ly mx cf my cg mz ci bh"><figure class="pt pu pv pw px mu ni nj paragraph-image"><a href="https://goo.gl/6bCdtL"><div class="na nb qq"><picture><source srcSet="https://miro.medium.com/v2/resize:fit:640/format:webp/1*Ur4W-4hzUET09BMQ3yeTnw.png 640w, https://miro.medium.com/v2/resize:fit:720/format:webp/1*Ur4W-4hzUET09BMQ3yeTnw.png 720w, https://miro.medium.com/v2/resize:fit:750/format:webp/1*Ur4W-4hzUET09BMQ3yeTnw.png 750w, https://miro.medium.com/v2/resize:fit:786/format:webp/1*Ur4W-4hzUET09BMQ3yeTnw.png 786w, https://miro.medium.com/v2/resize:fit:828/format:webp/1*Ur4W-4hzUET09BMQ3yeTnw.png 828w, https://miro.medium.com/v2/resize:fit:1100/format:webp/1*Ur4W-4hzUET09BMQ3yeTnw.png 1100w, https://miro.medium.com/v2/resize:fit:2000/format:webp/1*Ur4W-4hzUET09BMQ3yeTnw.png 2000w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 1000px" type="image/webp"/><source data-testid="og" srcSet="https://miro.medium.com/v2/resize:fit:640/1*Ur4W-4hzUET09BMQ3yeTnw.png 640w, https://miro.medium.com/v2/resize:fit:720/1*Ur4W-4hzUET09BMQ3yeTnw.png 720w, https://miro.medium.com/v2/resize:fit:750/1*Ur4W-4hzUET09BMQ3yeTnw.png 750w, https://miro.medium.com/v2/resize:fit:786/1*Ur4W-4hzUET09BMQ3yeTnw.png 786w, https://miro.medium.com/v2/resize:fit:828/1*Ur4W-4hzUET09BMQ3yeTnw.png 828w, https://miro.medium.com/v2/resize:fit:1100/1*Ur4W-4hzUET09BMQ3yeTnw.png 1100w, https://miro.medium.com/v2/resize:fit:2000/1*Ur4W-4hzUET09BMQ3yeTnw.png 2000w" sizes="(min-resolution: 4dppx) and (max-width: 700px) 50vw, (-webkit-min-device-pixel-ratio: 4) and (max-width: 700px) 50vw, (min-resolution: 3dppx) and (max-width: 700px) 67vw, (-webkit-min-device-pixel-ratio: 3) and (max-width: 700px) 65vw, (min-resolution: 2.5dppx) and (max-width: 700px) 80vw, (-webkit-min-device-pixel-ratio: 2.5) and (max-width: 700px) 80vw, (min-resolution: 2dppx) and (max-width: 700px) 100vw, (-webkit-min-device-pixel-ratio: 2) and (max-width: 700px) 100vw, 1000px"/><img alt="" class="bh mb no c" width="1000" height="40" loading="eager" role="presentation"/></picture></div></a></figure></div></div></div><div class="ab cb"><div class="ci bh fz ga gb gc"><h2 id="7d1c" class="qr oq gu bf or qs qt dy ov qu qv ea oz oa qw qx qy oe qz ra rb oi rc rd re rf bk">Thanks for reading The Marketing & Growth Hacking Publication</h2><p id="982b" class="pw-post-body-paragraph np nq gu nr b ns pn nu nv nw po ny nz oa pp oc od oe pq og oh oi pr ok ol om gn bk">Follow us on <a class="af oo" href="https://goo.gl/adxfpo?originalUrl=https%3A%2F%2Fmedium.com%2Fr%2F%3Furl%3Dhttp%3A%2F%2Ftwitter.markgrowth.com" rel="noopener ugc nofollow">Twitter</a>. 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After becoming an expert and knowing everything about your own churn rate, you will explore the variables may needed for predicting customer churn. Because only then you can ultimately take actions to fight it.","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:75fa3e56fc46_5":{"__typename":"Paragraph","id":"75fa3e56fc46_5","name":"02fc","type":"H3","href":null,"layout":null,"metadata":null,"text":"A Brief Definition Of Churn","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:75fa3e56fc46_6":{"__typename":"Paragraph","id":"75fa3e56fc46_6","name":"400d","type":"P","href":null,"layout":null,"metadata":null,"text":"Let’s start with the basic: what actually is customer churn? \nThere are several definitions but in this case we want to use the one as follows: Customer churn has happened as soon as a customer stops using your service or stops doing business with you. 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Furthermore you have acquired throughout January (31st of January) 500 new customers where 125 directly churn out. Simplest calculation looks as follows:","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"ImageMetadata:1*1P1ILWz7UmaoEAOSQxtcVQ.png":{"__typename":"ImageMetadata","id":"1*1P1ILWz7UmaoEAOSQxtcVQ.png","originalHeight":111,"originalWidth":398,"focusPercentX":null,"focusPercentY":null,"alt":null},"Paragraph:75fa3e56fc46_9":{"__typename":"Paragraph","id":"75fa3e56fc46_9","name":"f68b","type":"IMG","href":null,"layout":"INSET_CENTER","metadata":{"__ref":"ImageMetadata:1*1P1ILWz7UmaoEAOSQxtcVQ.png"},"text":"","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:75fa3e56fc46_10":{"__typename":"Paragraph","id":"75fa3e56fc46_10","name":"573b","type":"P","href":null,"layout":null,"metadata":null,"text":"Knowing the basic calculation is the first step to measure and fight churn in your company. But did we already ask ourself the questions: How is an inactive or lost customer actually defined?","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"ImageMetadata:1*I4S9hqbwLvItRrO1FI0nzw.png":{"__typename":"ImageMetadata","id":"1*I4S9hqbwLvItRrO1FI0nzw.png","originalHeight":250,"originalWidth":835,"focusPercentX":null,"focusPercentY":null,"alt":null},"Paragraph:75fa3e56fc46_11":{"__typename":"Paragraph","id":"75fa3e56fc46_11","name":"1ba8","type":"IMG","href":"https:\u002F\u002Fgetgist.com\u002F","layout":"INSET_CENTER","metadata":{"__ref":"ImageMetadata:1*I4S9hqbwLvItRrO1FI0nzw.png"},"text":"","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:75fa3e56fc46_12":{"__typename":"Paragraph","id":"75fa3e56fc46_12","name":"6b74","type":"H3","href":null,"layout":null,"metadata":null,"text":"Identify Churn For Your Service","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:75fa3e56fc46_13":{"__typename":"Paragraph","id":"75fa3e56fc46_13","name":"bc40","type":"P","href":null,"layout":null,"metadata":null,"text":"To find out which customer can be counted as churn you have to find your own definition. The decision tree below should be of help when it comes to defining “churn”. Walk through the decision tree and check the corresponding definition of your result.","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"ImageMetadata:1*DnmJr3HlCPcxidOo_k1qzg.png":{"__typename":"ImageMetadata","id":"1*DnmJr3HlCPcxidOo_k1qzg.png","originalHeight":456,"originalWidth":742,"focusPercentX":null,"focusPercentY":null,"alt":null},"Paragraph:75fa3e56fc46_14":{"__typename":"Paragraph","id":"75fa3e56fc46_14","name":"91bd","type":"IMG","href":null,"layout":"INSET_CENTER","metadata":{"__ref":"ImageMetadata:1*DnmJr3HlCPcxidOo_k1qzg.png"},"text":"Decision tree: type of churn","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:75fa3e56fc46_15":{"__typename":"Paragraph","id":"75fa3e56fc46_15","name":"f0bb","type":"P","href":null,"layout":null,"metadata":null,"text":"Lost customer cancels or switches to free plan:\nYou only follow voluntary churn. This means if your customer has problems with paying, you still consider him as customer and figure things out. Take only in considerations customers that actively cancel their subscription or switch to a free plan.","hasDropCap":null,"dropCapImage":null,"markups":[{"__typename":"Markup","type":"STRONG","start":0,"end":47,"href":null,"anchorType":null,"userId":null,"linkMetadata":null}],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:75fa3e56fc46_16":{"__typename":"Paragraph","id":"75fa3e56fc46_16","name":"46a5","type":"P","href":null,"layout":null,"metadata":null,"text":"Lost customer stops paying:\nYou follow voluntary and also involuntary churn. In this case the customer simply stops paying. The reason can be both: he may have cash flow problems or does not want to use your service anymore. You don’t care — is a customer not paying it means he is lost.","hasDropCap":null,"dropCapImage":null,"markups":[{"__typename":"Markup","type":"STRONG","start":0,"end":27,"href":null,"anchorType":null,"userId":null,"linkMetadata":null}],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:75fa3e56fc46_17":{"__typename":"Paragraph","id":"75fa3e56fc46_17","name":"3093","type":"P","href":null,"layout":null,"metadata":null,"text":"Lost customer cancels:\nLucky you! This is very unusual for customers with a free plan. In case it is free service there in 90% of the cases no reason why the should actively quit. Nevertheless it can happen and in this case you simply take the daily\u002Fweekly\u002Fmonthly cancellations into your churn calculation.","hasDropCap":null,"dropCapImage":null,"markups":[{"__typename":"Markup","type":"STRONG","start":0,"end":23,"href":null,"anchorType":null,"userId":null,"linkMetadata":null}],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:75fa3e56fc46_18":{"__typename":"Paragraph","id":"75fa3e56fc46_18","name":"6ef0","type":"P","href":null,"layout":null,"metadata":null,"text":"Lost customer stops being active:\nCongratulations — you have the most challenging version of measuring churn. Why? Because your customer does not actively giving any hint that he stops using your service. You have to precisely determine when a customer is lost. It can be something like: “Last login over 30 days.” or “Last login and no active event triggered since 7 days”. You have to define it in line with your business model. The only hint is: Try to find the first hint of a churning customer — because otherwise it may be too late to act!","hasDropCap":null,"dropCapImage":null,"markups":[{"__typename":"Markup","type":"STRONG","start":0,"end":33,"href":null,"anchorType":null,"userId":null,"linkMetadata":null},{"__typename":"Markup","type":"STRONG","start":449,"end":545,"href":null,"anchorType":null,"userId":null,"linkMetadata":null}],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"MediaResource:ae541821a16fa8af888d1c400109c89e":{"__typename":"MediaResource","id":"ae541821a16fa8af888d1c400109c89e","iframeSrc":"https:\u002F\u002Fcdn.embedly.com\u002Fwidgets\u002Fmedia.html?src=https%3A%2F%2Fgiphy.com%2Fembed%2F13r6ty71MGoBfG%2Ftwitter%2Fiframe&url=https%3A%2F%2Fmedia.giphy.com%2Fmedia%2F13r6ty71MGoBfG%2Fgiphy.gif&image=https%3A%2F%2Fmedia.giphy.com%2Fmedia%2F13r6ty71MGoBfG%2Fgiphy.gif&key=a19fcc184b9711e1b4764040d3dc5c07&type=text%2Fhtml&schema=giphy","iframeHeight":323,"iframeWidth":435,"title":"Feelings Goodbye GIF - Find & Share on GIPHY"},"Paragraph:75fa3e56fc46_19":{"__typename":"Paragraph","id":"75fa3e56fc46_19","name":"9b50","type":"IFRAME","href":null,"layout":"INSET_CENTER","metadata":null,"text":"","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":{"__typename":"Iframe","mediaResource":{"__ref":"MediaResource:ae541821a16fa8af888d1c400109c89e"}},"mixtapeMetadata":null},"Paragraph:75fa3e56fc46_20":{"__typename":"Paragraph","id":"75fa3e56fc46_20","name":"d260","type":"H3","href":null,"layout":null,"metadata":null,"text":"Knowing The Churn Variables","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:75fa3e56fc46_21":{"__typename":"Paragraph","id":"75fa3e56fc46_21","name":"7382","type":"P","href":null,"layout":null,"metadata":null,"text":"In order to take actions against an increasing customer churn rate, you have to know in advance when churn is most likely to happen. Let’s explore the critical variables so you cannot only take actions in time, but also start implementing a predictive churn model with the help of AI (ATTENTION BUZZ WORD!):","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"ImageMetadata:1*f4mRVnSjscHK_Txd28CALg.png":{"__typename":"ImageMetadata","id":"1*f4mRVnSjscHK_Txd28CALg.png","originalHeight":250,"originalWidth":835,"focusPercentX":null,"focusPercentY":null,"alt":null},"Paragraph:75fa3e56fc46_22":{"__typename":"Paragraph","id":"75fa3e56fc46_22","name":"6200","type":"IMG","href":"https:\u002F\u002Fgetgist.com\u002F","layout":"INSET_CENTER","metadata":{"__ref":"ImageMetadata:1*f4mRVnSjscHK_Txd28CALg.png"},"text":"","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:75fa3e56fc46_23":{"__typename":"Paragraph","id":"75fa3e56fc46_23","name":"5724","type":"OLI","href":null,"layout":null,"metadata":null,"text":"Events After Onboarding\nThe first days after your customer signs up and starts using your service can be crucial for the further account development. If it takes too much time and effort for the customer to get his\u002Fher account up and running, it is a good hint that he will stop using your service in the near future. \nMy personal favourite to measure the success rate at the beginning is “time to benefit”. Meaning you analyse which actions your customer has to realize in order to get the first benefit from your product. If the defined actions are not conducted or it takes too long you should immediately get in touch with them.","hasDropCap":null,"dropCapImage":null,"markups":[{"__typename":"Markup","type":"STRONG","start":0,"end":24,"href":null,"anchorType":null,"userId":null,"linkMetadata":null},{"__typename":"Markup","type":"STRONG","start":389,"end":406,"href":null,"anchorType":null,"userId":null,"linkMetadata":null}],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:75fa3e56fc46_24":{"__typename":"Paragraph","id":"75fa3e56fc46_24","name":"969e","type":"OLI","href":null,"layout":null,"metadata":null,"text":"Overall Usage level\nAfter the initial phase of signing up is cleared, a reduced overall usage often precedes customer churn. As stated before the ideal amount of logins depends heavily on your product, but you can explore that level with the help of a “role-model customer”.","hasDropCap":null,"dropCapImage":null,"markups":[{"__typename":"Markup","type":"STRONG","start":0,"end":20,"href":null,"anchorType":null,"userId":null,"linkMetadata":null}],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:75fa3e56fc46_25":{"__typename":"Paragraph","id":"75fa3e56fc46_25","name":"5fd0","type":"OLI","href":null,"layout":null,"metadata":null,"text":"“Killerfeature” Adoption\nUsually a product offers one features that underlines YOUR unique selling proposition. It is the main reason your customers are buying your product. So If a customer stops using your “Killer Feature”, you should be careful and see how further behaviour develops. The chances of churning are increased!","hasDropCap":null,"dropCapImage":null,"markups":[{"__typename":"Markup","type":"STRONG","start":0,"end":25,"href":null,"anchorType":null,"userId":null,"linkMetadata":null}],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:75fa3e56fc46_26":{"__typename":"Paragraph","id":"75fa3e56fc46_26","name":"6ed4","type":"OLI","href":null,"layout":null,"metadata":null,"text":"Lowering Subscription Plan\nWhenever a customer is lowering his\u002Fher subscription plan, it can be an indicator for an approaching churn. It seems your product is not needed as much us before anymore and another solution may replace your offering.","hasDropCap":null,"dropCapImage":null,"markups":[{"__typename":"Markup","type":"STRONG","start":0,"end":27,"href":null,"anchorType":null,"userId":null,"linkMetadata":null}],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:75fa3e56fc46_27":{"__typename":"Paragraph","id":"75fa3e56fc46_27","name":"8a39","type":"OLI","href":null,"layout":null,"metadata":null,"text":"Customer Service\nAlthough a silent is in many cases also no healthy customer, at this point we are looking at the service level of your company when issues are reported. There are mainly four metrics that give you insights on the customer account’s health:\n- Number of issues\n- Solving quality of the issues\n- Time to solving the issues\n- Overall happiness with your customer service (best is a rating)","hasDropCap":null,"dropCapImage":null,"markups":[{"__typename":"Markup","type":"STRONG","start":0,"end":17,"href":null,"anchorType":null,"userId":null,"linkMetadata":null}],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:75fa3e56fc46_28":{"__typename":"Paragraph","id":"75fa3e56fc46_28","name":"97ad","type":"OLI","href":null,"layout":null,"metadata":null,"text":"Payment Performance\nDelayed and irregular payments can mean that the customer has economic problems or he simply does not want to pay for your service but somehow needs it. Important is that you have an eye on these customers and try to solve this issue with a long term perspective. Nevertheless it can happen that you want this customer to leave if behaviour doesn’t change.","hasDropCap":null,"dropCapImage":null,"markups":[{"__typename":"Markup","type":"STRONG","start":0,"end":20,"href":null,"anchorType":null,"userId":null,"linkMetadata":null}],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:75fa3e56fc46_29":{"__typename":"Paragraph","id":"75fa3e56fc46_29","name":"aa85","type":"OLI","href":null,"layout":null,"metadata":null,"text":"Feedback Customer’s KPIs\nKnowing where your service benefits the customer is key for a successful relationship. Only if your service is considered as adding value to his \u002F her business churn is very unlikely. Therefore regular feedback session with key customers via phone, e-Mail or surveys are inevitable.","hasDropCap":null,"dropCapImage":null,"markups":[{"__typename":"Markup","type":"STRONG","start":0,"end":25,"href":null,"anchorType":null,"userId":null,"linkMetadata":null}],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:75fa3e56fc46_30":{"__typename":"Paragraph","id":"75fa3e56fc46_30","name":"cc89","type":"OLI","href":null,"layout":null,"metadata":null,"text":"Macroeconomic Factors\nIn case you know that a industry sector is going very badly and customers of this sector may be struggling with their economic situation, it can be an indicator of churn. Being aware of the situation and taking care of the customer can prevent unwanted churn.","hasDropCap":null,"dropCapImage":null,"markups":[{"__typename":"Markup","type":"STRONG","start":0,"end":22,"href":null,"anchorType":null,"userId":null,"linkMetadata":null}],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:75fa3e56fc46_31":{"__typename":"Paragraph","id":"75fa3e56fc46_31","name":"6066","type":"H3","href":null,"layout":null,"metadata":null,"text":"Conclusion & Next Steps","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:75fa3e56fc46_32":{"__typename":"Paragraph","id":"75fa3e56fc46_32","name":"049b","type":"P","href":null,"layout":null,"metadata":null,"text":"In order to win the fight against churn and to define reducing actions, it is essential to understand where the problem is coming from. I hope this article assisted you with approaching the topic and highlighted the most important indicators of a customer leaving, so you can take preventing actions which I will define in one of the following articles.","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:75fa3e56fc46_33":{"__typename":"Paragraph","id":"75fa3e56fc46_33","name":"25f8","type":"P","href":null,"layout":null,"metadata":null,"text":"A logic next step could be building an predictive intelligent algorithm where you take all the variables into consideration (yes you can also call it Machine Learning).","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:75fa3e56fc46_34":{"__typename":"Paragraph","id":"75fa3e56fc46_34","name":"480e","type":"P","href":null,"layout":null,"metadata":null,"text":"***************************************************************","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:75fa3e56fc46_35":{"__typename":"Paragraph","id":"75fa3e56fc46_35","name":"37aa","type":"P","href":null,"layout":null,"metadata":null,"text":"Everything I write about comes from experience with working in our own startup investory.io. So feel free to share your experience.","hasDropCap":null,"dropCapImage":null,"markups":[{"__typename":"Markup","type":"A","start":79,"end":91,"href":"https:\u002F\u002Finvestory.io\u002F","anchorType":"LINK","userId":null,"linkMetadata":null}],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:75fa3e56fc46_36":{"__typename":"Paragraph","id":"75fa3e56fc46_36","name":"6249","type":"P","href":null,"layout":null,"metadata":null,"text":"**************************************************************","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:75fa3e56fc46_37":{"__typename":"Paragraph","id":"75fa3e56fc46_37","name":"476a","type":"P","href":null,"layout":null,"metadata":null,"text":"Another article you may like: \nCombing Qualitative & Quantitative Data to Analyse The Stickiness Of Your Product","hasDropCap":null,"dropCapImage":null,"markups":[{"__typename":"Markup","type":"A","start":31,"end":112,"href":"https:\u002F\u002Fproductcoalition.com\u002Fcombining-qualitative-quantitative-data-to-analyse-the-stickiness-of-your-product-7c070c053c02","anchorType":"LINK","userId":null,"linkMetadata":null}],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"ImageMetadata:1*Ur4W-4hzUET09BMQ3yeTnw.png":{"__typename":"ImageMetadata","id":"1*Ur4W-4hzUET09BMQ3yeTnw.png","originalHeight":40,"originalWidth":1024,"focusPercentX":null,"focusPercentY":null,"alt":null},"Paragraph:75fa3e56fc46_38":{"__typename":"Paragraph","id":"75fa3e56fc46_38","name":"2cfe","type":"IMG","href":"https:\u002F\u002Fgoo.gl\u002F6bCdtL","layout":"OUTSET_CENTER","metadata":{"__ref":"ImageMetadata:1*Ur4W-4hzUET09BMQ3yeTnw.png"},"text":"","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:75fa3e56fc46_39":{"__typename":"Paragraph","id":"75fa3e56fc46_39","name":"7d1c","type":"H4","href":null,"layout":null,"metadata":null,"text":"Thanks for reading The Marketing & Growth Hacking Publication","hasDropCap":null,"dropCapImage":null,"markups":[],"codeBlockMetadata":null,"iframe":null,"mixtapeMetadata":null},"Paragraph:75fa3e56fc46_40":{"__typename":"Paragraph","id":"75fa3e56fc46_40","name":"982b","type":"P","href":null,"layout":null,"metadata":null,"text":"Follow us on Twitter. Join our Facebook Group. Subscribe to our YouTube Channel. Need a sponsored post written? Contact 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