How do I reduce churn?

Churn reduction starts with understanding why customers leave. Exit surveys and cancellation flows reveal patterns. The top churn reasons for B2B SaaS: poor onboarding (customer never reached value), missing features (needs outgrew the product), price sensitivity (competitor offers lower price for equivalent), and poor support (issues unresolved too long). Fix onboarding first — it has the highest impact. Customers who reach "activation" (first meaningful use of your product) within 7 days have 3× lower churn. Define your activation metric, track it, and build onboarding flows that guide users to it. Implement churn prediction: track usage signals (login frequency, feature adoption, support ticket sentiment) and flag at-risk accounts before they cancel. Reach out proactively — a personal email from an account manager to a declining-usage account saves 20-30% of potential churns. Retention tactics: annual contracts (reduce month-to-month churn by locking in commitment), usage-based pricing (customers pay for what they use, reducing over-payment resentment), customer success team (proactive outreach, not reactive support), and community building (customers who engage with peers churn less). Target metrics: monthly churn under 2% for SMB SaaS, under 1% for enterprise. Net revenue retention (including expansion) should exceed 100%.