How do you address churn and downsell?

Many teams jump straight to new features, pricing models, or onboarding tweaks. But churn rarely comes from a single missing feature or a pricing mismatch.
More often, it comes from frustration, unclear expectations, and a lack of efficient, transparent communication between teams and customers.

So what if the real solution is much simpler?

What if the key is customer-centered engineering?

💡 Imagine this:
Instead of relying solely on dashboards, heatmaps, and second-hand feedback, you bring your engineering team directly into the customer reality.
Organise a workshop with real customers. Let engineers see how users actually interact with the system: where they struggle, what they ignore, what they love, and what they think the product does (which is often different from what we intended).

Suddenly, priorities become obvious.
Assumptions disappear.
Product empathy skyrockets.

And what if this isn’t a one-off event?

🔁 Make it a regular practice.
Introduce a “field rotation” where engineers, PMs, and designers spend time in customer sessions every quarter. Let them observe usage patterns first-hand. Let them ask questions. Let them feel the friction points.

The more deeply you understand your users, the less you need to guess what keeps them loyal.