Acme Corp churned after 14 months due to a combination of unresolved product issues, declining engagement, and a competitor offering better pricing. Support tickets spiked 3× in the final 60 days while active user sessions dropped by 68%. The NPS score fell from 42 to −12 over the final quarter. Three escalated tickets about data export functionality went unresolved for over 30 days, directly preceding the cancellation notice.
3 critical tickets about data export open for 30+ days without resolution. Customer cited this as primary reason in exit survey.
Weekly active users dropped from 18 to 4 in the 60 days before churn. Feature usage dropped 72% in final month.
Customer mentioned Competitor X's lower pricing (40% cheaper) in final call. LinkedIn shows 2 team members now follow Competitor X.
NPS score dropped from 42 to 8
2024-01-05
Support ticket volume increased 200%
2024-01-12
Weekly active users dropped below 5
2024-01-28
No login activity for 7 consecutive days
2024-02-01
Downgraded from Team to Starter plan
2023-12-15
This churn was preventable. Intervention points existed at 90 days, 60 days, and 30 days before churn. An automated alert on the NPS drop should have triggered a CSM outreach within 24 hours. The unresolved tickets should have been escalated to an engineering lead within 7 days. A usage decline playbook would have triggered a product specialist review at the 30-day mark, potentially averting disengagement.
Implement automated NPS alert: trigger CSM outreach when score drops below 20
Create SLA for critical tickets: escalate any ticket open >7 days to engineering lead
Set up usage decline alert: notify CSM when WAU drops >40% week-over-week
Schedule quarterly business reviews for all accounts >$2k MRR
Build competitive intelligence: monitor customer LinkedIn activity for competitor follows