Retention Strategy

Published by kostja94 in marketing-skills

No known issues1.1k installs

What this skill does

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.

Add Retention Strategy to your agent

Review the source and files first. When you are ready, copy the prompt instruction or use the CLI command supported by your environment.

Install with a prompt

Paste this into a compatible coding agent:

add this skill "retention-strategy" from https://github.com/kostja94/marketing-skills

Install with the CLI

Run this command in a controlled environment after reviewing the repository:

npx skills add https://github.com/kostja94/marketing-skills --skill retention-strategy

Skill instructions

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:

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)

Related Skills

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

Files included

SKILL.md