Actionable Churn Taxonomy
Action-oriented framework with 5 categories and 32 subcategories
About This Taxonomy
The Actionable Churn Taxonomy focuses on categorizing churn by what actions could have prevented it. It divides churn into 5 main categories: Actionable-Retention (execution improvements), Actionable-Pre-sales-Do-not-sell (qualification issues), Actionable-Pre-sales-Misalignment (wrong package/approach), External (outside control), and Mixed/Undetermined. This framework is ideal for training teams and developing specific retention strategies.
Key Insights from This Taxonomy
Category 1: Actionable - Retention
With 12 subcategories, this is typically where most agencies can make the biggest impact. Focus on improving execution, communication, and service delivery.
Categories 2a & 2b: Pre-sales Issues
8 subcategories focused on sales qualification and alignment. These clients should have been filtered out or sold differently from the start.
Category 3: External Factors
7 subcategories of churn outside your control. Track these for reporting but don't blame yourself - focus your energy on the actionable categories.
Category 4: Mixed/Undetermined
5 subcategories requiring deeper analysis. These often contain elements from multiple categories and need post-churn interviews to fully understand.
Immediate Action Steps
Train Your Team
Share this taxonomy with your account management and sales teams. Ensure everyone understands the difference between actionable and external churn.
Implement Exit Interviews
Create a structured exit interview process using these categories to ensure consistent data collection for every churned client.
Create Retention Playbooks
Develop specific response strategies for each subcategory in Categories 1 and 2. Turn reactive fixes into proactive prevention.
Monthly Review Process
Set up monthly churn review meetings where you categorize all churned clients and identify trends. Focus on actionable categories for improvement initiatives.