B2C churn isn't a product problem. It's a front door problem.
In short
The usual explanation for brutal B2C churn is structural: B2B has contracts and six stakeholders, B2C is one tap and gone. Median monthly churn puts cybersecurity at 2.9% and consumer subscriptions at 9.3%, but that isn't really a ranking of industries. It's a ranking of how narrowly each category defines its buyer. Cybersecurity can't sell to everyone. Consumer subscriptions can sell to anyone with a working card, so they do.
Key points
- Roughly a quarter of consumer churn is involuntary, from failed and expired cards. Fixing dunning is a separate job.
- The other three quarters comes down to who you acquired in the first place.
