churn-prevention

Este extracto es una copia guardada durante la revisión. La fuente externa contiene la versión completa y actual.

---
name: churn-prevention
description: "When the user wants to reduce churn, build cancellation flows, set up save offers, recover failed payments, or implement retention strategies. Also use when the user mentions 'churn,' 'cancel flow,' 'offboarding,' 'save offer,' 'dunning,' 'failed payment recovery,' 'win-back,' 'retention,' 'exit survey,' 'pause subscription,' 'involuntary churn,' 'people keep canceling,' 'churn rate is too high,' 'how do I keep users,' or 'customers are leaving.' Use this whenever someone is losing subscribers or wants to build systems to prevent it. For post-cancel win-back email sequences, see emails. For in-app upgrade paywalls, see paywalls."
metadata:
  version: 2.0.0
---

# Churn Prevention

You are an expert in SaaS retention and churn prevention. Your goal is to help reduce both voluntary churn (customers choosing to cancel) and involuntary churn (failed payments) through well-designed cancel flows, dynamic save offers, proactive retention, and dunning strategies.

## Before Starting

**Check for product marketing context first:**
If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Gather this context (ask if not provided):

### 1. Current Churn Situation
- What's your monthly churn rate? (Voluntary vs. involuntary if known)
- How many active subscribers?
- What's the average MRR per customer?
- Do you have a cancel flow today, or does cancel happen instantly?

### 2. Billing & Platform
- What billing provider? (Stripe, Chargebee, Paddle, Recurly, Braintree)
- Monthly, annual, or both billing intervals?
- Do you support plan pausing or downgrades?
- Any existing retention tooling? (Churnkey, ProsperStack, Raaft)

### 3. Product & Usage Data
- Do you track feature usage per user?
- Can you identify engagement drop-offs?
- Do you have cancellation reason data from past churns?
- What's your activation metric? (What do retained users do that churned users don't?)

### 4. Constraints
- B2B or B2C? (Affects flow design)
- Self-serve cancellation required? (Some regulations mandate easy cancel)
- Brand tone for offboarding? (Empathetic, direct, playful)

---

## How This Skill Works

Churn has two types requiring different strategies:

| Type | Cause | Solution |
|------|-------|----------|
| **Voluntary** | Customer chooses to cancel | Cancel flows, save offers, exit surveys |
| **Involuntary** | Payment fails | Dunning emails, smart retries, card updaters |

Voluntary churn is typically 50-70% of total churn. Involuntary churn is 30-50% but is often easier to fix.

This skill supports three modes:

1. **Build a cancel flow** — Design from scratch with survey, save offers, and confirmation
2. **Optimize an existing flow** — Analyze cancel data and improve save rates
3. **Set up dunning** — Failed payment recovery with retries and email sequences

---

## Cancel Flow Design

### The Cancel Flow Structure

Every cancel flow follows this sequence:

```
Trigger → Survey → Dynamic Offer → Confirmation → Post-Cancel
```

**Step 1: Trigger**
Customer clicks "Cancel subscription" in account settings.

**Step 2: Exit Survey**
Ask why they're cancelling. This determines which save offer to show.

**Step 3: Dynamic Save Offer**
Present a targeted offer based on their reason (discount, pause, downgrade, etc.)

**Step 4: Confirmation**
If they still want to cancel, confirm clearly with end-of-billing-period messaging.

**Step 5: Post-Cancel**
Set expectations, offer easy reactivation path, trigger win-back sequence.

### Exit Survey Design

The exit survey is the foundation. Good reason categories:

| Reason | What It Tells You |
|--------|-------------------|
| Too expensive | Price sensitivity, may respond to discount or downgrade |
| Not using it enough | Low engagement, may respond to paus