What is a churn flow, and how to build one

A churn flow is what meets a customer at the moment they hit cancel: a form with smart logic that engages customers who want to end their membership. Joni Lindgren and Jasmin Yaya take it apart in this episode of Datadrivet.

A good churn flow does three things at once. The hosts treat the balance between them as the real challenge:

• Make a genuine attempt to keep the customer.
• Keep the experience pleasant even for someone who is leaving.
• Collect feedback on why they’re going.

They offer three tips for building one. First, build a business case, so the work is justified by what churn costs. Second, keep the flow simple enough that customers move through it. Third, don’t make cancelling so easy that you give up on retention attempts entirely.

To size the business case, take your monthly churn numbers and multiply by the average customer lifetime.

A churn flow could belong to customer service, the product team, or communications. They suggest a product manager may have to champion it so it doesn’t fall between teams.

The hosts invite companies to share how they measure and reduce churn on LinkedIn.

Listen to the full episode of Datadrivet for the walkthrough. To find out whether your churn rate is normal for your model, use the benchmark tool: https://benchmark.scilla.studio