The renewal you lost when the problem went away

Two customers cancel in the same week for opposite reasons. Your churn report records them identically, and that one number quietly misdirects your retention spend.

By Steve 5 min read
Abstract bridge artwork for The renewal you lost when the problem went away

Two customers cancel in the same week. One never got the implementation finished, stopped logging in around month three, and left with the sense of having wasted a year’s budget. The other used the service hard, got exactly what they came for, and no longer has the problem that made them a buyer. Both appear in the churn report as a one. Both trigger the same win-back sequence, the same exit survey, the same line in the board pack about retention softening. They are opposite events. One is a delivery…

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Important: General information only. Rialto Bridge articles describe patterns and considerations that may apply to a business; they are not financial, legal, tax or accounting advice, and they take no account of your particular circumstances. Consider your own situation and seek advice from a qualified professional before acting.

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