Customer Retention: Reduce Churn and Improve Renewals

This course contains the use of artificial intelligence.

You worked hard to win the customer. They stopped using the service months before they declined to renew. What would you have needed to see earlier?

I’m Dr. Law Payne. My bachelor’s degree in Business Administration and Marketing shapes how I approach these decisions. I designed this course for marketers, customer success professionals, founders and business owners who want to make a practical recommendation they can explain to a team.

Across ten lectures in two sections, you’ll learn to read churn by cohort, investigate onboarding and test a retention action. In the foundations section, you’ll work through the evidence behind the first decision. The applied section gives you a second case with a different constraint, so you can see where the same reasoning holds and where the decision needs to change.

I designed the case exercises to give you a decision to make before you see the worked reasoning. In the final workshop, you’ll put the work together into a churn diagnosis and a retention action with a measurement plan Write down which evidence supports your recommendation, where your assumptions might be wrong, and what you would check before acting.

Bring one decision you’re responsible for at work. Start with the first lecture, then use the case and workshop to practise explaining your recommendation in plain language. Enroll if you want a way to take the next decision from an open discussion to a concrete plan you can share with your team.