BizSugar.com › Management › So You Lost The Sale -- Here\'s How To Rethink Churn Analysis - Forbes

The top reasons for customer churn are generally Mismanaged Sales Expectations, Price, Competition, or Sponsor Change.

But what the heck do you do with that? Are all of those really equivalent?

Is someone going to leave because of competition or sponsor change but not both?

Is sponsor change the reason they leave? Or a catalyst?

Is sales expectations a convenient catch all?

Given this, Nick Mehta, CEO of Gainsight, suggests 5 different ways on how to think about churn analysis:

1. Separate Root Cause from Catalyst
2. Choose Non-Overlapping Reasons
3. Get A Non-vested Party To Ask
4. Ask Quickly But After It’s Done
5. Don’t Change Too Much