Reference table
Dormant users vs churned users
A comparison of the two groups retention research often lumps together. Churned users have cancelled and usually have a complaint to share. Dormant users still pay, have no current pain and often forget they are customers, so they are harder to recruit and need their own research plan. Use it to decide which study to run and how to reach each group.
Where this appears
What's in this reference table
| Churned users | Dormant users | |
|---|---|---|
| Billing | Cancelled, no longer paying | Still paying, still have account access |
| Self-identity | See themselves as a former customer | Have forgotten they are a customer |
| Motivation to talk | An active grievance to share | None, since there is no current pain |
| Recruitability | Reachable by email, and sales or CS can call | Reachable only through your CRM, and ignore most outreach |
| Research goal | Understand why they left | Understand what stopped them before they leave |
| Where to start | Churned and win-back customer interviews | Dormant user reactivation research |
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<a href="https://www.koji.so/visuals/dormant-vs-churned-users-comparison-table"><img src="https://www.koji.so/visuals/dormant-vs-churned-users-comparison-table/dormant-vs-churned-users-comparison-table.png" alt="Table comparing churned and dormant users by billing, self-identity, motivation to talk, recruitability and research goal." width="1200" height="799" /></a>
<p>Source: <a href="https://www.koji.so/visuals/dormant-vs-churned-users-comparison-table">Dormant users vs churned users</a>, Koji</p>
