Proactively monitor and manage value

Customers generally stop using (or cease to repurchase) products when they don’t get enough value out of your product to justify the price, not out of forgetfulness or disloyalty. To identify customers who might not be getting enough value (and so are candidates to churn), look for the ones who aren’t using the functionality that they’re paying for.

The trick to doing this well is measuring behaviour that corresponds to a customer getting value. For consumer products, the value will be tied to usage. But ensure you set a threshold that avoids counting logins or app opens alone.