Onboarding takes eleven weeks. The decision to renew is made in week three.

Most churn is authored long before the renewal conversation, in the quiet weeks between signature and the customer's first genuinely useful outcome.

By Steve 5 min read
Abstract bridge artwork for Onboarding takes eleven weeks. The decision to renew is made in week three.

Look at a year of cancellations and they usually cluster in two places: the first quarter of the relationship, and the renewal date. The renewal date gets the attention, because that is where the loss is recorded. But a good proportion of those late losses were settled early, in the weeks after the contract was signed and before the customer got anything they could point at. By the time the renewal conversation happens, the customer is not deciding. They are reporting a decision they made months ago. The narrow question…

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