{"id":"9024d08f-7678-419d-bf52-257839c6b9c8","shortId":"XntYef","kind":"skill","title":"churn-prevention","tagline":"Designs cancel flow UX, dunning email sequences, win-back campaigns, and retention triggers. Covers the full churn prevention lifecycle from early warning signals to 90-day win-back. Use when someone mentions 'churn', 'retention', 'cancel flow', 'dunning', 'win-back', 'users leav","description":"# Churn Prevention\n\n## Purpose\n\nReduce churn across three stages: before they want to leave (health scoring + proactive outreach), while they're leaving (cancel flow + save offers), and after they've left (win-back campaigns). Plus dunning sequences for involuntary churn from failed payments.\n\n## Reads\n\n- `brand/audience.md` — Personas, pain points, what they value most\n- `brand/positioning.md` — Value props for reinforcement in save offers and win-back copy\n- `brand/voice-profile.md` — Brand voice for all cancel flow and email copy\n\n## Brand Integration\n\n- **audience.md** — Churn signals vary by persona. Power users churn from missing features; casual users churn from confusion. Tailor intervention messaging to the persona's primary motivation.\n- **positioning.md** — Save offers and win-back copy should reinforce the brand's core value proposition, not just offer discounts. Remind users of the specific value they're losing.\n- **voice-profile.md** — Cancel flow copy must match brand voice. A playful brand says 'We'll miss you! Here's what you'll lose...' A professional brand says 'Before you go, here's a summary of your account value.' Win-back emails must sound like the brand, not like a desperate ex.\n\n## Workflow\n\n### Step 1: Analyze Churn Triggers\n\nIdentify and categorize churn drivers:\n\n**Voluntary Churn (they chose to leave):**\n\n| Trigger | Signal | Intervention Window |\n|---------|--------|-------------------|\n| Not using core feature | <2 logins/week for 2 weeks | Early — usage prompt |\n| Price sensitivity | Viewed pricing page after billing | Pre-renewal — value reinforcement |\n| Missing feature | Feature request + competitor mention | Medium — roadmap update |\n| Poor onboarding | Never completed setup | Immediate — guided help |\n| Support frustration | Multiple tickets, low CSAT | Immediate — escalation |\n| Outgrew the product | Hitting limits frequently | Pre-churn — upgrade path |\n| Champion left | Key user deactivated | Immediate — new champion onboarding |\n\n**Involuntary Churn (payment failed):**\n\n| Trigger | Signal | Intervention |\n|---------|--------|-------------|\n| Card expired | Payment decline code | Dunning sequence |\n| Insufficient funds | Soft decline | Retry schedule |\n| Card replaced | Hard decline | Update payment prompt |\n| Bank block | Fraud decline | Direct outreach |\n\n### Step 2: Design Health Score\n\nDefine a customer health score (0-100) based on:\n\n```\nHealth Score Components:\n- Usage frequency (0-25): Logins, feature usage, API calls\n- Feature adoption (0-25): % of key features used\n- Engagement depth (0-20): Session duration, actions per session\n- Support sentiment (0-15): Ticket volume (inverse), CSAT scores\n- Account growth (0-15): Seats added, plan upgrades, expansion\n```\n\nHealth score thresholds:\n- **80-100:** Healthy — nurture and expand\n- **60-79:** Monitor — proactive check-in\n- **40-59:** At risk — intervention needed\n- **0-39:** Critical — immediate outreach\n\n### Step 3: Design Cancel Flow\n\nThe cancel flow is not a wall — it's a conversation. Goal: understand why and offer a genuine solution.\n\n```\nScreen 1: \"Before you go...\"\n|- \"What's the main reason you're canceling?\"\n|   |- Too expensive -> Screen 2A\n|   |- Missing features I need -> Screen 2B\n|   |- Not using it enough -> Screen 2C\n|   |- Switching to another tool -> Screen 2D\n|   |- Just need a break -> Screen 2E\n|   |- Other -> Screen 2F\n\nScreen 2A (Too expensive):\n|- Show usage stats: \"You've [achievement] with [Product] this month\"\n|- Offer: Downgrade to lower plan / Annual discount / Pause billing\n|- CTA: \"Switch to [cheaper plan] — keep [key features]\"\n|- Skip: \"No thanks, continue canceling\"\n\nScreen 2B (Missing features):\n|- \"Which features would keep you?\"\n|- Show roadmap items if relevant: \"[Feature] ships in [timeframe]\"\n|- Offer: \"We'll notify you when [feature] launches\"\n|- Skip: \"Continue canceling\"\n\nScreen 2C (Not using it enough):\n|- Show quick wins: \"Here are 3 things you haven't tried yet\"\n|- Offer: Pause for 1-3 months instead of canceling\n|- Offer: Free onboarding call\n|- Skip: \"Continue canceling\"\n\nScreen 2D (Switching to competitor):\n|- \"Which tool are you switching to?\" (optional)\n|- Show comparison: \"Here's how [Product] compares on [key features]\"\n|- Offer: Match competitor pricing / free migration assistance\n|- Skip: \"Continue canceling\"\n\nScreen 2E (Need a break):\n|- \"We get it. Pause your account instead?\"\n|- Options: Pause 1 month / 2 months / 3 months\n|- \"Your data and settings stay exactly as they are\"\n|- Skip: \"Cancel instead\"\n\nScreen 2F (Other):\n|- Open text feedback\n|- \"Thanks for sharing. Is there anything we can do?\"\n|- Skip: \"Continue canceling\"\n\nScreen 3 (Final confirmation):\n|- Summary of what they'll lose (specific to their usage)\n|- \"Your [X] projects and [Y] data will be deleted after 30 days\"\n|- Final CTA: \"Keep my account\" (primary) / \"Cancel\" (secondary, muted)\n|- Post-cancel: \"Account canceled. You have access until [date].\"\n```\n\n### Step 4: Build Dunning Sequence\n\nFor involuntary churn (failed payments):\n\n**Day 0 — Payment Failed (Immediate)**\n```\nSubject: Action needed — your payment didn't go through\n\nYour latest payment for [Product] didn't process.\nThis usually happens when a card expires or has insufficient funds.\n\n[Update Payment Method] <- primary CTA\n\nYour account is still active. We'll retry in 3 days.\n```\n\n**Day 3 — First Retry Failed**\n```\nSubject: Your [Product] payment still needs attention\n\nWe tried charging your card again but it didn't work.\n\nQuick fixes:\n- Update your card: [link]\n- Try a different payment method: [link]\n\nYour account stays active for now, but features will be\nlimited on [date + 7 days] if we can't process payment.\n```\n\n**Day 7 — Warning**\n```\nSubject: Your [Product] account will be limited tomorrow\n\nWe haven't been able to process your payment.\n\nTomorrow your account will switch to limited mode:\n- [Feature 1] will be paused\n- [Feature 2] will be read-only\n- Your data is safe — nothing is deleted\n\nTakes 30 seconds to fix: [Update Payment]\n```\n\n**Day 10 — Last Chance**\n```\nSubject: Last call — update your payment to keep [Product]\n\nYour account is now in limited mode.\n\nYou've built [specific: X projects / Y workflows / Z data points]\nin [Product]. Update your payment to pick up where you left off.\n\n[Reactivate Now]\n\nIf we don't hear from you by [date + 14], your account\nwill be suspended. Your data is preserved for 60 days.\n```\n\n**Day 14 — Account Suspended**\n```\nSubject: Your [Product] account has been suspended\n\nYour account is suspended due to non-payment.\nYour data is safe and preserved for 60 days.\n\nReady to come back? [Reactivate — takes 30 seconds]\n\nIf you meant to cancel, no action needed.\nWe'll delete your data after [date + 60] for privacy.\n```\n\n### Step 5: Create Win-Back Campaign\n\nFor users who completed cancellation:\n\n**Day 7 Post-Cancel — Soft Check-In**\n```\nSubject: How's it going without [Product]?\n\nNo pitch — just curious how things are going.\n\nIf you switched to something else, we'd genuinely love\nto know what they do better. Reply to this email anytime.\n\n— [Founder name]\n```\n\n**Day 30 Post-Cancel — Value Reminder**\n```\nSubject: Here's what shipped since you left\n\nA few things we've built since you canceled:\n- [Feature 1]: [one-line benefit]\n- [Feature 2]: [one-line benefit]\n- [Improvement]: [one-line benefit]\n\n[See what's new] — your data is still here if you want to come back.\n```\n\n**Day 60 Post-Cancel — Win-Back Offer**\n```\nSubject: Come back to [Product] — [X]% off for 3 months\n\nWe'd love to have you back.\n\nHere's a [X]% discount for your first 3 months back.\nYour previous [projects/data/settings] are still saved.\n\n[Reactivate with [X]% off]\n\nOffer expires [date + 14 days].\n```\n\n**Day 90 Post-Cancel — Final Reach**\n```\nSubject: Your [Product] data will be deleted on [date]\n\nPer our privacy policy, we delete account data 90 days\nafter cancellation.\n\nWant to keep your data? [Reactivate] or [Download your data]\n\nAfter [date], it's permanently removed.\n```\n\n## Retention Metric Frameworks\n\nTrack these to measure churn prevention effectiveness:\n\n| Metric | Formula | Target |\n|--------|---------|--------|\n| Gross churn rate | Lost MRR / Starting MRR | <5% monthly |\n| Net churn rate | (Lost MRR - Expansion MRR) / Starting MRR | <0% (net negative) |\n| Save rate | Saved cancellations / Total cancel attempts | 15-30% |\n| Dunning recovery rate | Recovered payments / Failed payments | 50-70% |\n| Win-back rate | Reactivated / Total churned | 5-15% |\n| Time to churn | Days from first risk signal to cancellation | Track trend |\n\n## Output\n\nEach churn prevention build produces:\n- Health score model with component weights\n- Cancel flow wireframe with copy for every screen and branch\n- Dunning email sequence (5 emails with timing)\n- Win-back campaign (4 emails with timing)\n- Retention metrics dashboard spec\n- Proactive intervention playbook per risk signal\n\n## Anti-Patterns\n\n- Never hide the cancel button or make it hard to find — this is a dark pattern and may violate FTC rules\n- Never guilt-trip users (\"You'll lose EVERYTHING!\") — state facts about what changes, not emotional manipulation\n- Never use threatening language in dunning emails (\"Your account will be TERMINATED\") — keep the tone helpful\n- Never offer discounts to every canceller — this trains users to cancel for discounts; segment by reason and value\n- Never skip the cancel confirmation — users must see what they'll lose and confirm intentionally\n- Never send win-back emails more than 4 times in 90 days — respect the user's decision\n\n## Edge Cases\n\n- **Freemium products:** No payment to fail, so dunning doesn't apply. Focus on voluntary churn: cancel flow becomes \"downgrade to free\" flow. Lead with what they keep on free tier.\n- **Annual billing:** Cancel flow should show prorated refund options. Longer save window since they've already paid. Route to customer success more aggressively (higher LTV at stake).\n- **Regulated industries:** Healthcare and finance may have specific data retention and notification requirements. Flag for legal review before implementing data deletion timelines.\n- **Team/enterprise accounts:** Show team impact (\"Your 8 team members will lose access\"). Require admin role to cancel. Route high-MRR accounts to customer success.\n\nSee `references/cancel-flow-patterns.md` for business-type segmentation and compliance details. See `references/dunning-playbook.md` for provider-specific setup and smart retry strategies.\n\n## Quality Checks\n\n- [ ] Cancel flow offers genuine alternatives, not guilt trips\n- [ ] Dunning emails are helpful, not threatening\n- [ ] Win-back offers have real value, not desperation discounts\n- [ ] Health score covers usage, engagement, sentiment, and growth\n- [ ] All emails have clear single CTA\n- [ ] Data deletion timeline is clearly communicated\n- [ ] Pause option available as cancel alternative\n- [ ] Cancel path is always completable — no dead ends or hidden buttons\n- [ ] Copy matches brand voice (if voice-profile.md exists)\n- [ ] Compliance considerations noted (FTC click-to-cancel, GDPR data retention)","tags":["churn","prevention","marketing","cli","moizibnyousaf","agent-skills","ai-agents","ai-marketing","brand-memory","brand-voice","claude-code","claude-code-skills"],"capabilities":["skill","source-moizibnyousaf","skill-churn-prevention","topic-agent-skills","topic-ai-agents","topic-ai-marketing","topic-brand-memory","topic-brand-voice","topic-claude-code","topic-claude-code-skills","topic-cli","topic-cmo","topic-marketing-automation","topic-marketing-cli","topic-seo"],"categories":["marketing-cli"],"synonyms":[],"warnings":[],"endpointUrl":"https://skills.sh/MoizIbnYousaf/marketing-cli/churn-prevention","protocol":"skill","transport":"skills-sh","auth":{"type":"none","details":{"cli":"npx skills add MoizIbnYousaf/marketing-cli","source_repo":"https://github.com/MoizIbnYousaf/marketing-cli","install_from":"skills.sh"}},"qualityScore":"0.459","qualityRationale":"deterministic score 0.46 from registry signals: · indexed on github topic:agent-skills · 18 github stars · 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