Growth
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Find the retention signals that matter
Use cohort analysis and customer conversations to understand why teams stay, and where they struggle.
Start with comparable cohorts
A single retention number can hide very different customer experiences. Group accounts by signup period, team size, or primary use case, then track whether they continue completing a meaningful task. Choose a time interval that fits the product: weekly activity may be useful for a collaboration tool but misleading for a monthly reporting workflow.
Connect behavior to customer intent
Look for changes in the depth and consistency of usage, not just login counts. A team that stops inviting collaborators or completing its core workflow may need help even if an administrator still signs in. Talk to those customers before treating a behavioral signal as a reliable prediction of churn.
Use what you learn to design a specific intervention, such as better setup guidance or a workflow review. Compare similar groups and check whether the improvement lasts. Retention work is most useful when it helps customers achieve an outcome, rather than merely increasing notifications.
