Anyone keep track of 'unchurn' stats?
We have seen repeated cases of a customer signing up for our HR SaaS for a few months, then churning, then coming back again a few months later to re-subscribe again.
Definitely happy to have customers come back to us, but I wonder if anyone else tracks these sorts of metrics with their apps? What is the expected percentage of 'UnChurn' that you see in your offerings?
Also, we find that these customers are ones who seem to rarely use support or talk to us. I want to reach out to them to find out more about their journey and what brought them back (or caused them to churn in the first place) - any suggestions on how to approach this or things to ask for?
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We use Baremetrics.com and they tract this as a "reactivation". We get a little over 100 a month right now which results in a little under 2% of our customer base.
Definitely look into it and ask around. For us, it's mostly because we have podcasters that do seasonal podcasts and start/stop every so often. Those people cancel because they actually don't need our product until they fire the pod back up. Good to know when evaluating churn percentages... so we implemented a "pause" option for subscriptions. It has definitely helped!
The 'pause' option sounds great. We've actually been thinking about it for our SaaS. Generally however, people who sign up with us tend to stick with us (we still have customers since day 1 of our launch), but maybe we need a pause option to accommodate those who may be 'seasonal'.
We actually turned this into a product and launching our beta next month: https://churnkey.co
That is an interesting metric observation. I agree it would be worthwhile to find out why they left and what brought them back. You could either do one on one reachouts or try a survey to get more answers.