Churn Analysis Workbook
$20.00
Stop explaining churn one account at a time. Log every loss, find the pattern, and fix the thing that keeps causing it.
Every churned account comes with a story, and most companies stop at the story. Someone picks "budget" from a dropdown, leadership gets a churn rate and a shrug, and next quarter the same kind of customer leaves for the same kind of reason. This workbook puts every loss in one place so you can finally see the pattern.
Log every churned or contracted account with the same fields: segment, dates, ARR lost, reason category, root cause, whether it was controllable and whether you saw it coming. Tenure, tenure band and fiscal quarter calculate on their own. The Analysis tab breaks your losses down by reason, segment, tenure band and quarter, with an ARR churn rate and a reason by segment cross-tab that shows the hot spots. Then the Hypotheses and actions tab makes you write down what you believe is causing each pattern, how you'll test it and who owns the fix. If the same reason shows up five quarters in a row, it stopped being bad luck a long time ago.
What's included
Churn Analysis Workbook template in Excel, plus a make-a-copy link for Google Sheets
5 tabs: start here, settings, churn log, analysis, and hypotheses and actions
11 reason categories, segments and tenure bands you can edit
Analysis by reason, segment, tenure band and quarter, with a cross-tab
A step-by-step PDF guide with made-up examples, a 90-minute quarterly churn review agenda and the mistakes to avoid
A Steal This churn analysis readiness check
Who it's for
CS leaders, CS Ops and executives who have to explain churn to a CEO or board.
How it works
Digital download. Your files are ready right after checkout. Open the Excel file, or use the link included with your download to make your own copy in Google Sheets. No physical item will be shipped.
Bundle and save
This template is part of the Renewal and Retention Bundle: 10 templates for $99, about half the price of buying them one at a time. Want everything? The Complete Architect Collection has every template in the collection for $299.
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