1.5.2 Retention Referral

This skill defines the frameworks for keeping customers longer and turning them into acquisition engines.

1. Churn Prevention (Voluntary)

Goal: Rescue customers at the moment of cancellation.

• Cancel Flow: Trigger → Exit Survey (Reason) → Dynamic Save Offer → Confirmation.
• Reason-Offer Mapping:
  • Price → Discount or Downgrade.
  • Low Usage → Pause subscription (1-3 months).
  • Missing Feature → Roadmap preview or Support intro.
• Dark Patterns: Avoid them. Keep the "Cancel" option clear to maintain brand trust.

2. Dunning & Involuntary Churn

Goal: Recover failed payments automatically.

• Retry Logic: Use "Smart Retries" (e.g., Stripe) to attempt charges on success-prone days.
• Communication: 3-4 plain-text emails over 10 days escalating in urgency. Provide a "no-login" link to update payment info.
• In-App Alerts: Display a persistent banner for accounts with past-due payments.