Reference table
Win-back plan by churn reason
A win-back plan for five kinds of churned customer: value gap, experience failure, price-sensitive, situational and competitive switchers. For each it gives the signal, the right time to get back in touch and a short message to start from. Use it with tagged churn survey answers so each former customer hears about the change that matters to them. The reasons come from the churn interview, which Koji can run by voice or text.
Where this appears
What's in this reference table
| Segment | Why they left | When to reach out | What to say |
|---|---|---|---|
| Value gap | Missing features or not enough value | When you ship what they asked for | We listened. [Feature] is now live. |
| Experience failure | Bugs, support failures or reliability | After you fix the underlying issue | We fixed [issue], and here is what changed. |
| Price-sensitive | Cost relative to value | When a better-fitting plan or a promotion arrives | A new plan may fit how you use it. |
| Situational | Budget cuts or a role change | 3 to 6 months later | If things have changed, we would love to have you back. |
| Competitive switch | Left for a competitor | 6 to 12 months later | Here is what is new since you left. |
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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:
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<a href="https://www.koji.so/visuals/churn-win-back-plan-by-segment"><img src="https://www.koji.so/visuals/churn-win-back-plan-by-segment/churn-win-back-plan-by-segment.png" alt="Table of a win-back plan for five churn segments, with why each left, when to reach out and what to say, from value gap to competitive switchers." width="1200" height="770" /></a>
<p>Source: <a href="https://www.koji.so/visuals/churn-win-back-plan-by-segment">Win-back plan by churn reason</a>, Koji</p>
