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Descrição do livro
Customers Leave Quietly Why do customers leave? Most of them don't complain. They don't send an angry email. They don't post a bad review. They simply stop coming back. By the time a company notices, the customer is already gone. Customers Leave Quietly is a practical guide to understanding, measuring, and reducing customer churn. Drawing on 18 years of customer experience work across telecom, retail, e-commerce, marketplaces, and SaaS, Jiho Park presents 30 practical ways to turn retention from a vague CX goal into a measurable operating system. This book follows a simple four-step process: Count — Define churn and measure where customers are leaking. Diagnose — Find out why customers leave using customer feedback, behavior, cohorts, and experiments. Act — Intervene before customers disappear, from onboarding and early-warning signals to cancellation and win-back. Lock It In — Turn retention into a repeatable management routine through metrics, dashboards, ownership, and a 90-day plan. You will learn how to: • Define churn in a way your organization can actually manage This is not a book about keeping every customer at any cost. Retention is not about handing out discounts, making cancellation difficult, or convincing unhappy customers to stay. It is about understanding why customers leave, fixing the problems that matter, and helping the right customers experience value sooner. Every chapter ends with practical actions and a concise takeaway. The appendices include a 40-question retention self-assessment, a glossary, and ready-to-use templates for defining churn, running weekly retention work, building health scores, and planning your first 30 days. If you are a CX leader, Customer Success manager, Product or Growth manager, SaaS operator, or business manager responsible for retention, this book gives you a practical starting point. Customers rarely announce that they are leaving. Your job is to notice before they do.
• Identify the customers most likely to leave
• Build useful cohort retention curves
• Separate meaningful metrics from vanity metrics
• Find and validate the “aha moment”
• Improve onboarding to accelerate time-to-value
• Build practical customer health scores
• Design better cancellation and save processes
• Win back former customers when the underlying problem has been fixed
• Connect CX improvements to retention and revenue
• Build a weekly retention operating routine
• Create a practical 90-day retention plan
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