September churn review
Why did logo churn jump in September? Use the billing export and the cancellation survey.
billing_export_sep.csv cancel_survey_q3.csv
Logo churn rose from 2.1% in August to 3.4% in September. Nearly all of the increase came from Starter accounts on monthly billing.
| Driver | Accounts | MRR lost | vs Aug |
|---|---|---|---|
| Price change on Sep 4 | 41 | $8,240 | +28 |
| Failed renewals (expired card) | 23 | $3,910 | +11 |
| Switched to a competitor | 12 | $2,760 | +2 |
Annual plans held steady at 0.6%. Cost was the top cancellation reason for 63% of Starter accounts, up from 22% in August.
Suggested next steps
- Offer Starter accounts renewing in October 3 months at the old price.
- Turn on card updater and send dunning emails 7 days before renewal.
Draft a short note to the CS team with the two actions.
Here’s a draft for #cs-team:
# cs-team
Hi team, quick update on September churn.
Logo churn hit 3.4% (up from 2.1%), driven by Starter monthly accounts after the Sep 4 price change. Two actions start this week:
- Price offer: reach out to the 212 Starter accounts renewing in October with 3 months at the old price.
- Failed renewals: dunning emails go live Oct 9. Flag any account in your book with an expired card.
The account list is in the churn doc. Questions in thread.
Want me to post it, or tweak the tone first?