Churn risk scoring

Subscriptions rarely end with a decision you get to argue with. They end with a card that expired, a box that arrived late once, or three months of quietly not opening anything.

How it works

• Each subscription carries a churn-risk score based on its behaviour.
• At-risk subscriptions are flagged, with the moment recorded, so intervention can be timed rather than annual.

Involuntary churn first

Before treating churn as a satisfaction problem, look at how much of it is a payment problem. Expired cards are usually the single largest cause and the cheapest to fix — a retry and a message recovers customers who never intended to leave and often do not realise they have.

Fixing that is plumbing. Fixing genuine dissatisfaction is product work. Do them in that order.

What it does not do

A score is a prediction, and a prediction is not a reason. It tells you where to look, not what went wrong — the answer to that is usually a conversation, and a subscriber flagged at risk is a good person to have one with.