Churn Prevention

What the source does

• FilesystemNone observedNo reads or writes in the source
• NetworkNone observedNo outbound calls in the source
• ShellNone observedNo commands run in the source
• DependenciesPinnedNothing floats
• SecretsNone foundNo keys in source

Five audit layers

Gates applied: no behavioural pass.

.codex/skills/a11y-audit

.codex/skills/ab-test-setup

.codex/skills/account-executive

.codex/skills/ad-creative

.codex/skills/aeo

Audit 0.4.1 · source sha 6e3fcbdbb5cf · 19 Oct 2026Report an issue or request a re-scan

• Publisherborghei GitHub userOwner of the repository this skill is read from
• Source folderborghei/Claude-Skills/business-growth/churn-preventionThe exact folder we audited
• LicenceNOASSERTIONAs the repository states it
• Commit pinned for this verdict6e3fcbdbb5cfA new audit runs when the source changes
• Repository statusNot archivedLast push 12 days ago
• Sandboxed runNot runSkills are read, not executed; layer L4 is skipped

Its description: SaaS churn reduction covering cancel flow design, dynamic save offers, exit survey architecture, dunning sequences, payment recovery, win-back campaigns, and churn impact modeling.

---
name: churn-prevention
description: >
  SaaS churn reduction covering cancel flow design, dynamic save offers, exit
  survey architecture, dunning sequences, payment recovery, win-back campaigns,
  and churn impact modeling.
license: MIT + Commons Clause
metadata:
  version: 1.0.0
  author: borghei
  category: business-growth
  updated: 2026-03-31
  tags: [churn, retention, cancel-flow, dunning, payment-recovery, win-back]
---
# Churn Prevention

Production-grade SaaS churn reduction framework covering cancel flow architecture, dynamic save offer mapping, exit survey design, dunning sequence engineering, payment recovery optimization, win-back campaigns, and churn impact modeling. Addresses both voluntary churn (customers who decide to leave) and involuntary churn (customers who leave due to payment failure).

---

## Table of Contents

- [Initial Assessment](#initial-assessment)
- [Churn Taxonomy](#churn-taxonomy)
- [Cancel Flow Architecture](#cancel-flow-architecture)
- [Exit Survey Design](#exit-survey-design)
- [Dynamic Save Offer System](#dynamic-save-offer-system)
- [Dunning Sequence Engineering](#dunning-sequence-engineering)
- [Win-Back Campaign Framework](#win-back-campaign-framework)
- [Churn Health Scoring](#churn-health-scoring)
- [Metrics and Benchmarks](#metrics-and-benchmarks)
- [Churn Impact Calculator](#churn-impact-calculator)
- [Output Artifacts](#output-artifacts)
- [Related Skills](#related-skills)

---

## Clarify First

Before designing the churn-prevention system, confirm these inputs. If any is unknown or vague, ASK — do not assume:

- [ ] **Voluntary vs involuntary churn split** — which dominates (determines whether to build cancel flow/save offers or dunning/payment recovery)
- [ ] **Existing cancel flow vs instant/support cancellation** — sets build-from-scratch vs optimize mode
- [ ] **Current MRR + ARPU + billing cycle** — sizes the dollar impact and the save-offer budget
- [ ] **Payment processor** — Stripe / Braintree / Paddle / Recurly (determines card-updater and dunning retry implementation)

Stop rule: ask only the 2-3 that most change the output. If the user says "just draft it," proceed and list your assumptions at the top of the deliverable.

## Initial Assessment

### Required Context

| Question | Why It Matters |
|----------|---------------|
| Current monthly churn rate? (voluntary vs involuntary split) | Determines which lever to pull |
| Do you have a cancel flow, or is cancellation instant/via support? | Determines build vs optimize mode |
| What payment processor? (Stripe, Braintree, Paddle) | Affects dunning implementation |
| Average contract value and billing cycle? | Sizes the save offer budget |
| Current MRR? | Calculates the dollar impact of churn reduction |
| SaaS model? (self-serve vs sales-assisted) | Determines intervention type |
| Do you collect exit reasons today? | Data availability for save offer mapping |

---

## Churn Taxonomy

### Voluntary Churn (Customer Decides to Leave)

| Type | Signal | Addressable? |
|------|--------|-------------|
| Value gap | Not getting enough value for the price | Yes -- save offers, feature education |
| Product-market mismatch | Wrong ICP, product does not fit their use case | Partially -- downgrade or pivot |
| Competitor switch | Found a better alternative | Yes -- competitive counter-offers |
| Budget cut | Cannot afford it anymore | Yes -- discount or pause |
| Project completion | Seasonal or project-based need | Yes -- pause option |
| Poor experience | Bad support, bugs, frustration | Yes -- human intervention |
| Never activated | Signed up, never used it | Partially -- reactivation before cancel |

### Involuntary Churn (Payment Fails)

| Cause | % of Failed Payments | Recoverable? |
|-------|---------------------|-------------|
| Expired card | 40-50% | Yes -- card updater service |
| Insufficient funds | 20-30% | Yes -- smart retry timing |
| Bank decline (fraud flag) | 10-15% | Sometimes -- customer must contact bank |
| Account closed | 5-10% | No -- customer must provide new card |
| Network error | 5-10% | Yes -- automatic retry |

---

## Cancel Flow Architecture

### The 5-Stage Cancel Flow

```
[Cancel Button] → [Exit Survey] → [Dynamic Save Offer] → [Confirmation] → [Post-Cancel]
```

### Stage 1: Cancel Trigger

- Cancel option is findable (Settings > Account > Cancel). Do not hide it.
- Clicking "Cancel" starts the flow -- it does not immediately cancel the account
- Works on both desktop and mobile

### Stage 2: Exit Survey (Required, 1 Question)

**Question:** "What is the main reason you are cancelling?"

Present as radio buttons (not a dropdown). Maximum 8 options:

| Reason | Internal Code |
|--------|--------------|
| Too expensive for the value I get | PRICE |
| Not using it enough | LOW_USAGE |
| Missing a feature I need | MISSING_FEATURE |
| Switching to a different product | COMPETITOR |
| My project or need ended | PROJECT_END |
| Too complicated to use | COMPLEXITY |
| Just testing, did not plan to keep it | TESTING |
| Other (with optional text field) | OTHER |

**Rules:**
- Survey is required before showing the save offer (the answer determines the offer)
- One question only. No multi-page surveys.
- Optional free-text field for "Other" and as a supplement to any selection
- Track response distribution monthly to identify systemic issues

### Stage 3: Dynamic Save Offer

**Map each exit reason to exactly one save offer:**

| Exit Reason | Save Offer | Offer Copy |
|------------|-----------|------------|
| PRICE | 30-50% discount for 2-3 months | "We'd like to offer you [X]% off for the next [N] months" |
| LOW_USAGE | Pause account for 1-3 months | "Pause your account and come back when you need it" |
| MISSING_FEATURE | Roadmap preview + workaround | "[Feature] is coming in [Q]. Here's how to achieve it now" |
| COMPETITOR | Competitive comparison + discount | "Here's how we compare to [competitor]. Plus [X]% off" |
| PROJECT_END | Pause option | "Paus

Excerpt, first 6,000 characters of SKILL.md, verbatim from the audited commit. It is text from someone else’s repository, quoted so you can judge it before your agent reads it.

git clone https://github.com/borghei/Claude-Skills
git -C Claude-Skills checkout 6e3fcbdbb5cf

Works in

1. 2026-10-19
   !CAUTION B 89 / 100

   first audit · source 6e3fcbdbb5cf

Questions about Churn Prevention

• github.com/borghei/Claude-Skills/tree/main/business-growth/churn — the audited source at commit 6e3fcbdbb5cf and every finding aboveObserved · 19 Oct 2026

Spotted something wrong? Report a correction · Methodology