Churn compounds—5% monthly means half your customers in a year. Understanding why users leave is critical: survey churned users, track NPS, build feedback loops.
Common reasons: didn't get value (onboarding), too expensive, easier alternatives (switching cost), support issues. Address each: fix onboarding, reprice, build switching costs, improve support.
Engagement: regular touchpoints (usage alerts, updates, customer success), collect NPS. Measure: leading indicators of churn (login drops, NPS declines) before they leave.