Framework
A churn taxonomy: five reasons customers leave
A taxonomy of why customers cancel, with four voluntary categories (value gap, experience failure, situational change and competitive switch) and involuntary churn from failed payments or closed accounts. Use it to write the reason question in a cancellation survey and to tag answers so win-back and product fixes go to the right team. Koji's AI interviews can follow up on each reason to find the story behind it.
Where this appears
What's in this framework
- Value gap: They see too little value for the cost, or never fully adopted the product.
- Experience failure: Bugs, poor support, billing errors or data worries wore down their trust.
- Situational change: Budget cuts, a new role, a finished project or a merger. Not about the product.
- Competitive switch: A rival offered enough to beat the cost of switching.
- Involuntary churn: A failed payment, a policy deactivation or an account the organization closed.
Use this image
Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:
html
<a href="https://www.koji.so/visuals/churn-taxonomy-five-reasons-customers-leave"><img src="https://www.koji.so/visuals/churn-taxonomy-five-reasons-customers-leave/churn-taxonomy-five-reasons-customers-leave.png" alt="Framework of five churn categories: value gap, experience failure, situational change, competitive switch and involuntary churn such as failed payments." width="1080" height="1080" /></a>
<p>Source: <a href="https://www.koji.so/visuals/churn-taxonomy-five-reasons-customers-leave">A churn taxonomy: five reasons customers leave</a>, Koji</p>
