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name churn-diagnosis-advisor
description Diagnose churn causes through systematic analysis — segment churned users, identify patterns, map to churn archetypes, and recommend retention interventions.
type interactive
domain growth
difficulty advanced
estimated_time 25-35 min
prerequisites
retention-deep-dive
cohort-analysis
outputs
churn-diagnosis-report
triggers
Why are users churning
Diagnose our churn problem
Churn analysis
How do we reduce churn

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 analysis
  • skills/growth/activation-optimization/SKILL.md — Fix "never got value"
  • skills/growth/pol-probe/SKILL.md — PMF drives retention

Skill type: Interactive Domain: Growth & Optimization