← Every exhibit
The customer churn diagnostic card
Distinguish logo attrition from revenue defection and map voluntary dissatisfaction against involuntary payment failures.
| Churn dimension | Primary metric | Root cause mechanism | Management response |
|---|---|---|---|
| Voluntary logo churn | Customer cancellation % | Product dissatisfaction, wrong ICP | Product redesign, onboarding fix |
| Involuntary logo churn | Payment failure cancellation % | Expired cards, gateway rejects | Dunning automation, card updater |
| Gross revenue churn | Lost contract ARR % | Enterprise budget cuts, consolidation | Executive sponsorship, value reviews |
| Contraction churn | Downsell and seat reduction % | Over-provisioning, organizational down-sizing | Usage monitoring, rightsizing packages |
| Unprofitable churn | Negative-margin defection % | High service burden, aggressive discounts | Strategic offboarding, margin protection |
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Reference & Evidence
Source: Author's churn-governance framework grounded in customer retention economics from Reinartz and Kumar (2000), Lemmens and Gupta (2020), and Mulhern (1999).