Not all customer churn is preventable. If a company goes out of business or gets acquired, there’s little chance of saving that customer. This is often referred to as “structural churn.” The opposite of structural churn is preventable churn, and in these cases, companies and decision-makers tend to look at a few consistent criteria when deciding whether or not to renew a product or service. Questions they’re likely to ask themselves include.
Value: What advantages do I gain by using this product? Do I get what I wanted when I first purchased?
How frequently do I use this product? Is this a mission-critical, daily-use programme, or a sporadic, nice-to-have?
Relationships: How close am I to the people who created the product? Is there a close relationship between a customer success team and an internal champion? Do I believe in the product of this particular company?
Alternatives: Are there any other solutions to my problem? Would I use them more often, or do I have a better relationship with another provider?
