Customer Retention Strategist

Retention strategy

by kostja94 · MIT license · ★ 1,006 on GitHub

When the user wants to reduce churn, improve customer retention, or plan lifecycle marketing. Also use when the user mentions "retention," "churn," "customer lifecycle," "churn prevention," "at-risk customers," or "loyalty program." For…

---
name: retention-strategy
description: When the user wants to reduce churn, improve customer retention, or plan lifecycle marketing. Also use when the user mentions "retention," "churn," "customer lifecycle," "churn prevention," "at-risk customers," or "loyalty program." For lifecycle, use growth-funnel.
metadata:
  version: 1.1.1
---

# Strategies: Retention

Guides customer retention and churn prevention. Acquiring new customers costs 5–25× more than retaining; 5% retention improvement can increase profitability 25–95%. Use this skill when reducing churn, building retention programs, or identifying at-risk customers.

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## Initial Assessment

**Project context:** Read root `contextus.md` when present and load only the modules relevant to this task. Without Contextus, use available project material or user-provided facts and ask for missing information; do not create a parallel context system.

Identify:

Overview

Guides customer retention and churn prevention. Acquiring new customers costs 5–25× more than retaining; 5% retention improvement can increase profitability 25–95%. Use this skill when reducing churn, building retention programs, or identifying at-risk customers.

What you get

Churn analysis(voluntary vs involuntary; signals)
Retention tactics(by stage)
Health scoreframework (if applicable)
Interventionplaybook (at-risk triggers)

Manual install (npx, ZIP)

Claude Codenpx skills add kostja94/marketing-skills --skill retention-strategy -g -a claude-code

Claude Code (degit)npx degit kostja94/marketing-skills/skills/strategies/launch/retention#main ~/.claude/skills/retention-strategy

Claude.ai / desktopZip the folder and upload it under Settings → Capabilities → Skills.

Codex, Cursor, other agentsPoint them at SKILL.md. The other files are plain text.

Connects with Agent Alley MCP · agentalley.io/mcp

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Strategies: Retention

When invoking: On first use, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.

Initial Assessment

Project context: Read root contextus.md when present and load only the modules relevant to this task. Without Contextus, use available project material or user-provided facts and ask for missing information; do not create a parallel context system.

Identify:

Churn type: Voluntary (active cancel) vs involuntary (payment failure)
Signals: Login frequency, feature usage, support tickets
Stage: Onboarding, expansion, renewal

Churn Types

Type	Share	Causes
Voluntary	60–80%	Pricing, missing features, poor onboarding, relationship
Involuntary	20–40%	Payment failures, expired cards, billing

Predictability: Most churn is predictable 30–90 days before cancellation via behavioral signals.

Proactive vs Reactive

Approach	Conversion
Reactive (after cancel)	15–20%
Proactive (before decision)	60–80%

Move from lagging indicator to early warning systems.

Retention Strategies

Strategy	Use
Health scoring	Behavioral + transactional + relationship signals
Loyalty programs	5–15 percentage point retention lift
Segmentation	Predictive modeling for at-risk
Onboarding	Prevent low value realization early
Dunning	Retry logic; pre-expiry card updates for involuntary

User Value & Feedback

Dimension	Use
Product value	Registration; feature usage; payment
Marketing value	Testimonials; customer stories; webinar guests; feedback, bug reports, feature requests
Feedback analysis	Email, community, reviews—AI-assisted analysis; prioritize by impact; route to product vs ops

Avoid: Treating users only as MAU/registration denominators. See creator-program for creator ecosystem.

Lifecycle Integration

Retention occurs after conversion; ongoing investment in customer success, not isolated campaigns. Map touchpoints: onboarding → adoption → expansion → renewal.

Output Format

Churn analysis (voluntary vs involuntary; signals)
Retention tactics (by stage)
Health score framework (if applicable)
Intervention playbook (at-risk triggers)

email-marketing: Onboarding sequences; win-back campaigns
pmf-strategy: Retention as PMF signal; churn as anti-signal
cold-start-strategy: First users; differs from retention
analytics-tracking: Usage data; churn signals
traffic-analysis: Attribution; retention cohort analysis

1	---
2	name: retention-strategy
3	description: When the user wants to reduce churn, improve customer retention, or plan lifecycle marketing. Also use when the user mentions "retention," "churn," "customer lifecycle," "churn prevention," "at-risk customers," or "loyalty program." For lifecycle, use growth-funnel.
4	metadata:
5	version: 1.1.1
6	---
7
8	# Strategies: Retention
9
10	Guides customer retention and churn prevention. Acquiring new customers costs 5–25× more than retaining; 5% retention improvement can increase profitability 25–95%. Use this skill when reducing churn, building retention programs, or identifying at-risk customers.
11
12	When invoking: On first use, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.
13
14	## Initial Assessment
15
16	Project context: Read root `contextus.md` when present and load only the modules relevant to this task. Without Contextus, use available project material or user-provided facts and ask for missing information; do not create a parallel context system.
17
18	Identify:
19	1. Churn type: Voluntary (active cancel) vs involuntary (payment failure)
20	2. Signals: Login frequency, feature usage, support tickets
21	3. Stage: Onboarding, expansion, renewal
22
23	## Churn Types
24
25	\| Type \| Share \| Causes \|
26	\|------\|-------\|--------\|
27	\| Voluntary \| 60–80% \| Pricing, missing features, poor onboarding, relationship \|
28	\| Involuntary \| 20–40% \| Payment failures, expired cards, billing \|
29
30	Predictability: Most churn is predictable 30–90 days before cancellation via behavioral signals.
31
32	## Proactive vs Reactive
33
34	\| Approach \| Conversion \|
35	\|----------\|------------\|
36	\| Reactive (after cancel) \| 15–20% \|
37	\| Proactive (before decision) \| 60–80% \|
38
39	Move from lagging indicator to early warning systems.
40
41	## Retention Strategies
42
43	\| Strategy \| Use \|
44	\|----------\|-----\|
45	\| Health scoring \| Behavioral + transactional + relationship signals \|
46	\| Loyalty programs \| 5–15 percentage point retention lift \|
47	\| Segmentation \| Predictive modeling for at-risk \|
48	\| Onboarding \| Prevent low value realization early \|
49	\| Dunning \| Retry logic; pre-expiry card updates for involuntary \|
50
51	## User Value & Feedback
52
53	\| Dimension \| Use \|
54	\|-----------\|-----\|
55	\| Product value \| Registration; feature usage; payment \|
56	\| Marketing value \| Testimonials; customer stories; webinar guests; feedback, bug reports, feature requests \|
57	\| Feedback analysis \| Email, community, reviews—AI-assisted analysis; prioritize by impact; route to product vs ops \|
58
59	Avoid: Treating users only as MAU/registration denominators. See creator-program for creator ecosystem.
60
61	## Lifecycle Integration
62
63	Retention occurs after conversion; ongoing investment in customer success, not isolated campaigns. Map touchpoints: onboarding → adoption → expansion → renewal.
64
65	## Output Format
66
67	- Churn analysis (voluntary vs involuntary; signals)
68	- Retention tactics (by stage)
69	- Health score framework (if applicable)
70	- Intervention playbook (at-risk triggers)
71
72	## Related Skills
73
74	- email-marketing: Onboarding sequences; win-back campaigns
75	- pmf-strategy: Retention as PMF signal; churn as anti-signal
76	- cold-start-strategy: First users; differs from retention
77	- analytics-tracking: Usage data; churn signals
78	- traffic-analysis: Attribution; retention cohort analysis
79