Customer Lifecycle Strategy for Product Sunset & Churn Protection
Situation
The client made the strategic decision to discontinue a legacy product, which affected 20,000 business customers and had become financially unsustainable. The organization needed to discontinue 50,000 products while protecting bundled-product relationships and avoiding churn risk across the broader customer base.
What I Led / Owned
Designed the customer segmentation and transition strategy by integrating data from multiple enterprise systems, identifying risk profiles, edge cases, and lifecycle paths to guide outreach and minimize churn across bundled services.
Influenced leadership decisions by uncovering overlooked customer scenarios and presenting real examples that reshaped the product sunset plan toward a more customer-centric approach.
Architected a multi-touch lifecycle outreach model in partnership with marketing and customer operations, coordinating email, outbound calls, and robo-notifications to build trust and drive successful transitions.
Defined targeting logic and delivered operational execution lists across marketing, technology, and outreach teams, ensuring consistent customer treatment throughout the 16-month program.
Established completion tracking and performance reporting with Tableau dashboards to monitor progress at scale, and collaborated with technical teams to operationalize transition data feeds.
Balanced operational complexity by designing differentiated strategies for single-product vs. multi-product customers, aligning execution with both customer experience and business objectives.
Result
Delivered measurable cost savings by fully retiring an unprofitable product without harming customer experience.
Successfully transitioned or sunset all 50,000 products and maintained baseline churn rates despite significant product change within bundled customer relationships.
Enabled a seamless migration path for customers moving to a partner provider while ensuring a clean shutdown for others.