Churn from 15% to 4%

What was not working

Customers left quietly after an incident or a surprise invoice, and the company found out when the card stopped charging. Nobody was watching the signals that come before a cancellation.

What we did

1. 01Listed the events that precede a cancellation: support escalations, failed payments, usage falling to zero.
2. 02Built a daily at risk list from those events and gave it an owner.
3. 03Rewrote the invoice and the overage notice, which caused a large share of the complaints.
4. 04Called the largest at risk accounts before renewal rather than after.

Published with written permission from the client, who asked not to be named. That is why the business is described by industry and location rather than by its name, and why every number here carries the system it came from.