ON TODAY'S EPISODE:
In this episode of Impact Weekly, Johan Nilsson and Lincoln Murphy discuss the importance of churn analysis and the pitfalls of false data and biased customer feedback, which can lead to distorted insights during churn analysis. They emphasize that churn is not the problem itself and introduce a simple classification system to gain insights into customer churn.

THIS WEEKS QUESTION:
"I know we should do some type of churn analysis, but I don't know where to start. Can you point me in the right direction?"

TOPICS BEING ADDRESSED:
* The different kinds of churn
* Tools to understand the reason for churn
* Strategies to address underlying issues of churn

QUOTES:
Lincoln Murphy (03:46): “The idea of zero churn is probably not realistic for most companies”

Johan Nilsson (04:34): “Even though you don't think you have a problem, you might have a bigger problem than you actually think.”

Lincoln Murphy (05:48): “Churn in and of itself is not the problem. The problem is something that's causing the churn.”

Lincoln Murphy (11:09): “We just want to find a simple way to look at the churn”

Lincoln Murphy (14:11): “The best way to get good intel is to talk to a customer after they've already churned”

Lincoln Murphy (19:31): “I think so many of the problems that we see in customer success have nothing to do with customer success but with culture.”

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