The Segment self-service team had begun to notice an increase in churn among older workspaces that had seemed to be well-activated by current measures — and the current churn survey and analytics were not helping them understand the situation. They reached out to the research team to help them understand the churn trends, and help develop better processes to measure churn in the future.
This project found both low-hanging fruit to reduce churn (such as an improved account handoff process when a key owner leaves) as well as more strategic challenges that needed the team's attention. I also developed a revised churn survey that gave our team a much better look into why customers were churning, and contributed to an overarching strategic conversation about challenges with Segment's pricing and packaging.