@jairodri/huckleberry-cli 1.0.2 → 1.1.0

package/skills/churn-prevention/SKILL.md

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+---
+name: churn-prevention
+description: "Designs cancel flow UX, dunning email sequences, win-back campaigns, and retention triggers. Covers the full churn prevention lifecycle from early..."
+allowed-tools: []
+---
+
+# Churn Prevention
+
+## Purpose
+
+Reduce churn across three stages: before they want to leave (health scoring + proactive outreach), while they're leaving (cancel flow + save offers), and after they've left (win-back campaigns). Plus dunning sequences for involuntary churn from failed payments.
+
+## Reads
+
+- `brand/audience.md` — Personas, pain points, what they value most
+- `brand/positioning.md` — Value props for reinforcement in save offers and win-back copy
+- `brand/voice-profile.md` — Brand voice for all cancel flow and email copy
+
+## Brand Integration
+
+- **audience.md** — Churn signals vary by persona. Power users churn from missing features; casual users churn from confusion. Tailor intervention messaging to the persona's primary motivation.
+- **positioning.md** — Save offers and win-back copy should reinforce the brand's core value proposition, not just offer discounts. Remind users of the specific value they're losing.
+- **voice-profile.md** — Cancel flow copy must match brand voice. A playful brand says 'We'll miss you! Here's what you'll lose...' A professional brand says 'Before you go, here's a summary of your account value.' Win-back emails must sound like the brand, not like a desperate ex.
+
+## Workflow
+
+### Step 1: Analyze Churn Triggers
+
+Identify and categorize churn drivers:
+
+**Voluntary Churn (they chose to leave):**
+
+| Trigger | Signal | Intervention Window |
+|---------|--------|-------------------|
+| Not using core feature | <2 logins/week for 2 weeks | Early — usage prompt |
+| Price sensitivity | Viewed pricing page after billing | Pre-renewal — value reinforcement |
+| Missing feature | Feature request + competitor mention | Medium — roadmap update |
+| Poor onboarding | Never completed setup | Immediate — guided help |
+| Support frustration | Multiple tickets, low CSAT | Immediate — escalation |
+| Outgrew the product | Hitting limits frequently | Pre-churn — upgrade path |
+| Champion left | Key user deactivated | Immediate — new champion onboarding |
+
+**Involuntary Churn (payment failed):**
+
+| Trigger | Signal | Intervention |
+|---------|--------|-------------|
+| Card expired | Payment decline code | Dunning sequence |
+| Insufficient funds | Soft decline | Retry schedule |
+| Card replaced | Hard decline | Update payment prompt |
+| Bank block | Fraud decline | Direct outreach |
+
+### Step 2: Design Health Score
+
+Define a customer health score (0-100) based on:
+
+```
+Health Score Components:
+- Usage frequency (0-25): Logins, feature usage, API calls
+- Feature adoption (0-25): % of key features used
+- Engagement depth (0-20): Session duration, actions per session
+- Support sentiment (0-15): Ticket volume (inverse), CSAT scores
+- Account growth (0-15): Seats added, plan upgrades, expansion
+```
+
+Health score thresholds:
+- **80-100:** Healthy — nurture and expand
+- **60-79:** Monitor — proactive check-in
+- **40-59:** At risk — intervention needed
+- **0-39:** Critical — immediate outreach
+
+### Step 3: Design Cancel Flow
+
+The cancel flow is not a wall — it's a conversation. Goal: understand why and offer a genuine solution.
+
+```
+Screen 1: "Before you go..."
+|- "What's the main reason you're canceling?"
+|   |- Too expensive -> Screen 2A
+|   |- Missing features I need -> Screen 2B
+|   |- Not using it enough -> Screen 2C
+|   |- Switching to another tool -> Screen 2D
+|   |- Just need a break -> Screen 2E
+|   |- Other -> Screen 2F
+
+Screen 2A (Too expensive):
+|- Show usage stats: "You've [achievement] with [Product] this month"
+|- Offer: Downgrade to lower plan / Annual discount / Pause billing
+|- CTA: "Switch to [cheaper plan] — keep [key features]"
+|- Skip: "No thanks, continue canceling"
+
+Screen 2B (Missing features):
+|- "Which features would keep you?"
+|- Show roadmap items if relevant: "[Feature] ships in [timeframe]"
+|- Offer: "We'll notify you when [feature] launches"
+|- Skip: "Continue canceling"
+
+Screen 2C (Not using it enough):
+|- Show quick wins: "Here are 3 things you haven't tried yet"
+|- Offer: Pause for 1-3 months instead of canceling
+|- Offer: Free onboarding call
+|- Skip: "Continue canceling"
+
+Screen 2D (Switching to competitor):
+|- "Which tool are you switching to?" (optional)
+|- Show comparison: "Here's how [Product] compares on [key features]"
+|- Offer: Match competitor pricing / free migration assistance
+|- Skip: "Continue canceling"
+
+Screen 2E (Need a break):
+|- "We get it. Pause your account instead?"
+|- Options: Pause 1 month / 2 months / 3 months
+|- "Your data and settings stay exactly as they are"
+|- Skip: "Cancel instead"
+
+Screen 2F (Other):
+|- Open text feedback
+|- "Thanks for sharing. Is there anything we can do?"
+|- Skip: "Continue canceling"
+
+Screen 3 (Final confirmation):
+|- Summary of what they'll lose (specific to their usage)
+|- "Your [X] projects and [Y] data will be deleted after 30 days"
+|- Final CTA: "Keep my account" (primary) / "Cancel" (secondary, muted)
+|- Post-cancel: "Account canceled. You have access until [date]."
+```
+
+### Step 4: Build Dunning Sequence
+
+For involuntary churn (failed payments):
+
+**Day 0 — Payment Failed (Immediate)**
+```
+Subject: Action needed — your payment didn't go through
+
+Your latest payment for [Product] didn't process.
+This usually happens when a card expires or has insufficient funds.
+
+[Update Payment Method] <- primary CTA
+
+Your account is still active. We'll retry in 3 days.
+```
+
+**Day 3 — First Retry Failed**
+```
+Subject: Your [Product] payment still needs attention
+
+We tried charging your card again but it didn't work.
+
+Quick fixes:
+- Update your card: [link]
+- Try a different payment method: [link]
+
+Your account stays active for now, but features will be
+limited on [date + 7 days] if we can't process payment.
+```
+
+**Day 7 — Warning**
+```
+Subject: Your [Product] account will be limited tomorrow
+
+We haven't been able to process your payment.
+
+Tomorrow your account will switch to limited mode:
+- [Feature 1] will be paused
+- [Feature 2] will be read-only
+- Your data is safe — nothing is deleted
+
+Takes 30 seconds to fix: [Update Payment]
+```
+
+**Day 10 — Last Chance**
+```
+Subject: Last call — update your payment to keep [Product]
+
+Your account is now in limited mode.
+
+You've built [specific: X projects / Y workflows / Z data points]
+in [Product]. Update your payment to pick up where you left off.
+
+[Reactivate Now]
+
+If we don't hear from you by [date + 14], your account
+will be suspended. Your data is preserved for 60 days.
+```
+
+**Day 14 — Account Suspended**
+```
+Subject: Your [Product] account has been suspended
+
+Your account is suspended due to non-payment.
+Your data is safe and preserved for 60 days.
+
+Ready to come back? [Reactivate — takes 30 seconds]
+
+If you meant to cancel, no action needed.
+We'll delete your data after [date + 60] for privacy.
+```
+
+### Step 5: Create Win-Back Campaign
+
+For users who completed cancellation:
+
+**Day 7 Post-Cancel — Soft Check-In**
+```
+Subject: How's it going without [Product]?
+
+No pitch — just curious how things are going.
+
+If you switched to something else, we'd genuinely love
+to know what they do better. Reply to this email anytime.
+
+— [Founder name]
+```
+
+**Day 30 Post-Cancel — Value Reminder**
+```
+Subject: Here's what shipped since you left
+
+A few things we've built since you canceled:
+- [Feature 1]: [one-line benefit]
+- [Feature 2]: [one-line benefit]
+- [Improvement]: [one-line benefit]
+
+[See what's new] — your data is still here if you want to come back.
+```
+
+**Day 60 Post-Cancel — Win-Back Offer**
+```
+Subject: Come back to [Product] — [X]% off for 3 months
+
+We'd love to have you back.
+
+Here's a [X]% discount for your first 3 months back.
+Your previous [projects/data/settings] are still saved.
+
+[Reactivate with [X]% off]
+
+Offer expires [date + 14 days].
+```
+
+**Day 90 Post-Cancel — Final Reach**
+```
+Subject: Your [Product] data will be deleted on [date]
+
+Per our privacy policy, we delete account data 90 days
+after cancellation.
+
+Want to keep your data? [Reactivate] or [Download your data]
+
+After [date], it's permanently removed.
+```
+
+## Retention Metric Frameworks
+
+Track these to measure churn prevention effectiveness:
+
+| Metric | Formula | Target |
+|--------|---------|--------|
+| Gross churn rate | Lost MRR / Starting MRR | <5% monthly |
+| Net churn rate | (Lost MRR - Expansion MRR) / Starting MRR | <0% (net negative) |
+| Save rate | Saved cancellations / Total cancel attempts | 15-30% |
+| Dunning recovery rate | Recovered payments / Failed payments | 50-70% |
+| Win-back rate | Reactivated / Total churned | 5-15% |
+| Time to churn | Days from first risk signal to cancellation | Track trend |
+
+## Output
+
+Each churn prevention build produces:
+- Health score model with component weights
+- Cancel flow wireframe with copy for every screen and branch
+- Dunning email sequence (5 emails with timing)
+- Win-back campaign (4 emails with timing)
+- Retention metrics dashboard spec
+- Proactive intervention playbook per risk signal
+
+## Anti-Patterns
+
+- Never hide the cancel button or make it hard to find — this is a dark pattern and may violate FTC rules
+- Never guilt-trip users ("You'll lose EVERYTHING!") — state facts about what changes, not emotional manipulation
+- Never use threatening language in dunning emails ("Your account will be TERMINATED") — keep the tone helpful
+- Never offer discounts to every canceller — this trains users to cancel for discounts; segment by reason and value
+- Never skip the cancel confirmation — users must see what they'll lose and confirm intentionally
+- Never send win-back emails more than 4 times in 90 days — respect the user's decision
+
+## Edge Cases
+
+- **Freemium products:** No payment to fail, so dunning doesn't apply. Focus on voluntary churn: cancel flow becomes "downgrade to free" flow. Lead with what they keep on free tier.
+- **Annual billing:** Cancel flow should show prorated refund options. Longer save window since they've already paid. Route to customer success more aggressively (higher LTV at stake).
+- **Regulated industries:** Healthcare and finance may have specific data retention and notification requirements. Flag for legal review before implementing data deletion timelines.
+- **Team/enterprise accounts:** Show team impact ("Your 8 team members will lose access"). Require admin role to cancel. Route high-MRR accounts to customer success.
+
+See `references/cancel-flow-patterns.md` for business-type segmentation and compliance details. See `references/dunning-playbook.md` for provider-specific setup and smart retry strategies.
+
+## Quality Checks
+
+- [ ] Cancel flow offers genuine alternatives, not guilt trips
+- [ ] Dunning emails are helpful, not threatening
+- [ ] Win-back offers have real value, not desperation discounts
+- [ ] Health score covers usage, engagement, sentiment, and growth
+- [ ] All emails have clear single CTA
+- [ ] Data deletion timeline is clearly communicated
+- [ ] Pause option available as cancel alternative
+- [ ] Cancel path is always completable — no dead ends or hidden buttons
+- [ ] Copy matches brand voice (if voice-profile.md exists)
+- [ ] Compliance considerations noted (FTC click-to-cancel, GDPR data retention)

package/skills/churn-prevention/evals/evals.json

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+{
+  "skill_name": "churn-prevention",
+  "evals": [
+    {
+      "id": 1,
+      "prompt": "Our SaaS product has a 7% monthly churn rate and we need to bring it down. We're a $49/month project management tool with about 2,000 paying customers. Can you help us design a churn prevention strategy?",
+      "expected_output": "Should check for product-marketing-context.md first. Should address both voluntary and involuntary churn. Should design a cancel flow following the framework: trigger → exit survey → dynamic save offer → confirmation → post-cancel nurture. Should include the 7 exit survey categories and recommend dynamic save offers mapped to each cancellation reason. Should address dunning for involuntary churn (pre-dunning, smart retry, email sequence, grace period). Should recommend a health score model. Should provide prioritized implementation plan.",
+      "assertions": [
+        "Checks for product-marketing-context.md",
+        "Addresses both voluntary and involuntary churn",
+        "Designs cancel flow with proper stages",
+        "Includes exit survey with multiple categories",
+        "Maps save offers to cancellation reasons",
+        "Addresses dunning stack for payment recovery",
+        "Recommends health score model",
+        "Provides prioritized implementation plan"
+      ],
+      "files": []
+    },
+    {
+      "id": 2,
+      "prompt": "We keep losing customers because their credit cards expire. About 15% of our churn is from failed payments. How do we fix this?",
+      "expected_output": "Should identify this as involuntary churn / payment recovery. Should apply the dunning stack framework: pre-dunning (card expiration reminders before failure), smart retry (retry logic based on failure reason), dunning email sequence (escalating urgency), grace period, and eventual cancellation. Should provide specific timing for each stage. Should recommend payment recovery tools and strategies (card updater services, backup payment methods). Should include recovery rate benchmarks.",
+      "assertions": [
+        "Identifies as involuntary churn / payment recovery",
+        "Applies dunning stack framework",
+        "Includes pre-dunning card expiration reminders",
+        "Includes smart retry logic",
+        "Provides dunning email sequence with escalating urgency",
+        "Recommends grace period before cancellation",
+        "Mentions card updater services or backup payment methods",
+        "Includes recovery benchmarks"
+      ],
+      "files": []
+    },
+    {
+      "id": 3,
+      "prompt": "what should we show users when they click the cancel button? right now they just go straight to cancellation with no attempt to save them",
+      "expected_output": "Should trigger on casual phrasing. Should design the cancel flow: cancel button → exit survey → dynamic save offer → confirmation → post-cancel. Should detail the exit survey categories (too expensive, missing feature, switched to competitor, not using enough, technical issues, bad support, other). Should provide dynamic save offers matched to each reason (e.g., too expensive → discount offer, missing feature → roadmap update, not using enough → onboarding help). Should include copy recommendations for each screen. Should warn against dark patterns (making it impossible to cancel).",
+      "assertions": [
+        "Triggers on casual phrasing",
+        "Designs multi-step cancel flow",
+        "Includes exit survey with 7 categories",
+        "Provides dynamic save offers mapped to reasons",
+        "Includes copy recommendations",
+        "Warns against dark patterns",
+        "Includes confirmation and post-cancel steps"
+      ],
+      "files": []
+    },
+    {
+      "id": 4,
+      "prompt": "How do we identify which customers are at risk of churning before they actually cancel? We want to be proactive.",
+      "expected_output": "Should apply the health score model framework. Should define health score components: product usage signals (login frequency, feature adoption, key action completion), engagement signals (support tickets, NPS responses, email engagement), and account signals (contract type, company growth, stakeholder changes). Should recommend scoring methodology (0-100 scale). Should define risk tiers and recommended interventions for each tier. Should suggest data sources and implementation approach.",
+      "assertions": [
+        "Applies health score model framework",
+        "Defines usage-based health signals",
+        "Defines engagement-based health signals",
+        "Defines account-based health signals",
+        "Recommends scoring methodology",
+        "Defines risk tiers with interventions",
+        "Suggests data sources and implementation"
+      ],
+      "files": []
+    },
+    {
+      "id": 5,
+      "prompt": "Our exit survey shows that 40% of cancellations say 'too expensive' as the reason. What save offers should we try?",
+      "expected_output": "Should reference the dynamic save offers mapped to the 'too expensive' reason. Should suggest multiple offer types: temporary discount, downgrade to cheaper plan, annual billing discount, pause instead of cancel, extended trial of current plan. Should recommend testing different offers to find what works best. Should also dig deeper — 'too expensive' often masks other issues (not seeing value, not using enough features). Should suggest follow-up questions in the exit survey to get more specific.",
+      "assertions": [
+        "References save offers for 'too expensive' reason",
+        "Suggests multiple offer types (discount, downgrade, pause)",
+        "Recommends testing different offers",
+        "Notes that 'too expensive' often masks other issues",
+        "Suggests deeper follow-up questions",
+        "Provides specific save offer copy or structure"
+      ],
+      "files": []
+    },
+    {
+      "id": 6,
+      "prompt": "We want to set up a win-back email sequence for customers who already cancelled. Can you help write those emails?",
+      "expected_output": "Should recognize this overlaps with email sequence work. Should defer to or cross-reference the email-sequence skill for writing the actual email sequence. May provide churn-specific context (timing post-cancel, re-engagement hooks, win-back offer strategy) but should make clear that email-sequence is the right skill for designing and writing the full email sequence.",
+      "assertions": [
+        "Recognizes overlap with email sequence work",
+        "References or defers to email-sequence skill",
+        "May provide churn-specific context for the sequence",
+        "Does not attempt to write a full email sequence"
+      ],
+      "files": []
+    }
+  ]
+}