Customer Churn Dynamics
Define churn by product and interval, then compare cohorts with similar exposure.
Cheat sheet
Define churn by product and interval, then compare cohorts with similar exposure.
What to check first
Use the opening cohort as denominator and distinguish cancellations from failed payments.
How to make the call
Test payment recovery and cancellation interventions separately.
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Indian practice case
Fictional scenario
A Chennai membership has 1,000 starting subscribers and loses 60 in a month while adding 90.
Reveal the step-by-step solution
- Diagnose the problem.
Use the opening cohort as denominator and distinguish cancellations from failed payments.
- Work through the evidence.
Monthly churn is 6% even though ending subscribers rise to 1,030.
- Recommend and validate.
Test payment recovery and cancellation interventions separately.
More Indian cases
Interview question
How would you use customer churn dynamics to make the decision in this case? Explain which data you need first and what would change your recommendation.
See what a strong answer includes
Monthly churn is 6% even though ending subscribers rise to 1,030. Test payment recovery and cancellation interventions separately.