Involuntary vs. voluntary churn

Churn is the loss of a subscriber, and it comes in two kinds. Involuntary churn is a subscription lost to a failed payment — an expired or declined card — where the customer never actually chose to leave. Voluntary churn is a subscriber making an active decision to cancel. The difference matters because each kind is prevented in a completely different way.

#Which WallaB features address each

Involuntary churn is fought before and after a charge fails:

• Dunning retries a failed payment on a schedule and emails the shopper to fix their card — see What is dunning?.
• Card-expiry warnings catch a soon-to-expire card before it ever declines, and a backup card can be charged when the primary fails.

Voluntary churn is fought at, and after, the decision to cancel:

• The cancel-save flow offers a pause, skip, swap, or discount when a shopper tries to cancel — see What is a cancel-save flow?.
• Win-backs reach out to already-cancelled subscribers with a guardrailed offer to come back — see Win-back & campaigns.

#Why keep them separate

Counting the two together hides what to fix. A rise in involuntary churn points at billing and card health; a rise in voluntary churn points at price, product, or experience. WallaB.AI keeps the two distinct so the right lever is obvious.