retention-strategy
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.
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Install
Works with every agent the skills CLI supports.
npx skills add https://github.com/kostja94/marketing-skills --skill retention-strategy- 01
Install
Run the command in your project. The CLI asks which agents to install for.
- 02
Describe the task
Ask your agent for something this skill covers. It loads retention-strategy automatically when relevant.
- 03
Review the result
The agent follows the SKILL.md steps, scripts and references bundled with the skill.
SKILL.md
The instructions your agent reads when the skill is triggered.
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
FAQ
What does the retention-strategy skill do?
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.
How do I install retention-strategy?
Run npx skills add https://github.com/kostja94/marketing-skills --skill retention-strategy in your project. The skills CLI detects the agents you use and copies the skill into the right folder. For Claude Code you can also place the skill folder at ~/.claude/skills/retention-strategy/ (personal) or .claude/skills/retention-strategy/ (project).
Which AI agents can use retention-strategy?
Any agent that supports the open Agent Skills format (a folder with a SKILL.md file), including Claude Code, Codex, Cursor, GitHub Copilot, Gemini CLI, Windsurf, Cline, OpenCode and more.
Is retention-strategy safe to install?
No partner security audit is available yet. Skills can run commands and scripts, so read the SKILL.md and any bundled files before installing.
Who maintains retention-strategy?
It is published by kostja94 in kostja94/marketing-skills. It has 1,114 recorded installs.
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