Research recipe
Churn & Retention Research
Retention
Explore
Hypothesised
The problem, in the customer's voice
We don't know why customers churn
I signed up but stopped getting enough value to justify keeping the subscription.
How might we understand and reduce the reasons customers leave?
What this recipe does
Customers cancel and the business is left guessing whether it was price, value, a missing feature or a bad experience. Start with the traces customers leave behind. Analytics shows where usage tails off before a cancellation, CRM and win-loss data show patterns in who leaves, and live chat logs surface the complaints that recur. A cancellation survey then quantifies the leading reasons, and interviews with churned customers explain the why behind the numbers. The layers turn a vague churn figure into specific, addressable causes.
The method sequence
Explore
Read the traces customers leave behind: usage, CRM patterns, recurring complaints.
Focus
Quantify the leading reasons, then hear the why in customers' own words.
Go deeper
Last updated
July 20, 2026
.svg)
