A little late to the game, but hope I can still share some thoughts!
We've leveraged churn data to drive product enhancement decisions and now hold Product and Engineering accountable to help drive down churn.
What do I mean by this?
Each customer that is severely dissatisfied or wants to cancel gets a call from our Customer Experience team. If they choose to cancel, we ask a few probing questions and bucket these reasons in Salesforce. Took us a few quarters, but we've honed in on what these buckets should look like for our org. For the "Product" bucket, we... (More)