Retention & churn¶
A lost proposal never became a customer. A cancelled contract is a paying customer who leaves - that is where churn lives. The Retention module manages those cancellations as a flow, to try to save the customer (save desk) and measure lost recurring revenue.
The flow (kanban)¶
At risk → Cancellation requested → In retention → Retained (saved) / Cancelled (churn)
Each card is a contract at risk (a module, service or product), with:
- MRR at risk - the monthly recurring revenue lost if it cancels.
- Type: Voluntary (the customer decides) or Involuntary (payment failure) - solved in different ways.
- Reason: Price, Low usage, Competitor, No longer needed, Support/experience, Payment failed.
As in the proposal pipeline, the Retained column is green and Cancelled is red.
The save desk (the important part)¶
When you open a card, the CRM shows a retention offer suggested by the reason - the best practice that most raises the save rate:
| Reason | Suggested offer |
|---|---|
| Price | Discount |
| Low usage · No longer needed | Pause |
| Competitor | Switch plan |
| Support/experience | Help / onboarding |
| Payment failed | Update payment |
You apply the offer, log the contact in the history, and finally mark Retained (saved) or Cancelled. A cancelled contract can later be won back.
The metrics (Analytics)¶
The Analytics screen gains a Retention & churn block:
- Retention rate (save rate) - how many cancellations were saved.
- MRR at risk and MRR churn - recurring revenue at risk and actually lost per month (net of win-back).
- Cancellation reasons and voluntary vs involuntary.
How to log a cancellation¶
- The Retention button on the Proposals screen (goes to the flow) and Log cancellation inside the module.
- On a Won proposal, the Log cancellation button creates the card pre-filled with the contract's item and MRR.
Learning environment
Thresholds and offers are simplified for training. In a real product, the save desk would connect to billing and automated win-back campaigns.