Involuntary Churn & Payment Recovery Research

A meaningful slice of churn is customers who never decided to leave; a payment failed, the retries ran out, and the subscription ended for someone who wanted to keep it. This recipe sizes and explains that leak. Payment funnel analysis shows where charges fail and how many recover, CRM analysis shows who lapses this way and what they were worth, and support logs surface the billing friction customers hit when they try to fix it themselves. A survey of lapsed involuntary customers answers the question the data can't: did they even know, and what would have caught it. Recovery messaging and the update-payment flow get tested before they carry the fix.

Explore

Size the leak: where charges fail, how many recover, and what those customers were worth.

• Analytics Data Analysis
• Win-loss Analysis (CRM Analysis)

Focus

Surface the billing friction customers hit, and ask lapsed customers whether they even knew.

• Live Chat Analysis
• Customer Survey

Validate

Test the recovery messaging and the update-payment flow before they carry the fix.

• Copy Testing
• Prototype Testing