Churn Prevention

Purpose

Reduce 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.

Reads

• brand/audience.md — Personas, pain points, what they value most
• brand/positioning.md — Value props for reinforcement in save offers and win-back copy
• brand/voice-profile.md — Brand voice for all cancel flow and email copy

Brand Integration

• 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.
• 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.
• 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.

Workflow