Churn does not always mean people do not need the product
is not only a sign that people no longer need a product. Some customers leave because they never clearly understood the product’s value.
Others leave because they expected a completely different result from the start. can therefore show a more complex picture than simple : it can reveal whether customers understood the value, whether their expectations matched the product, and where the experience failed to connect.
Key points
- does not always mean customers have no need for the product.
- Some customers leave because they did not understand the value.
- Some customers leave because they expected something different.
- can reflect expectation gaps, not just product .
- s should group reasons before deciding what to change.