Audits · Checklist
Churn & Retention Risk Audit
Check whether churn is being measured and segmented correctly — voluntary vs involuntary, customer vs revenue, with early warning signals.
About this audit
Churn is rarely one thing. A single blended churn number mixes customers who actively decided to leave with customers who lost access due to a failed payment, and mixes small accounts leaving with large ones — hiding very different problems behind one metric.
This audit checks whether churn is segmented enough to actually be useful for diagnosing what's happening, and whether there are early warning signals in place before a customer actually cancels.
Frequently Asked Questions
Why does voluntary vs involuntary churn matter so much?
They require completely different fixes. Involuntary churn (failed payments) is largely solved with better dunning and retry logic. Voluntary churn requires product, pricing, or positioning changes. Treating them as one number obscures which lever to pull.
What's a good early warning signal for churn?
A meaningful drop in product usage or login frequency is one of the most common and reliable signals, though what counts as 'meaningful' varies by product. A cancellation survey captures the reason directly, after the fact.
Fix what this audit finds
Turn your results into an action plan with the Churn Recovery Playbook Builder.
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