Route churn-risk interventions by identifying capability, opportunity, or motivation barriers.
Churn routing A health-score list flags 180 accounts, but the score does not explain why usage dropped. If the barrier is misread, lifecycle sends persuasion where the customer needs enablement or access. COM-B Capability + Opportunity + Motivation produce behavior Before writing a save message, ask which condition is missing. Generic save Send one reactivation email to every account. The save path fits the cause of risk. Treat churn risk as a barrier-routing problem, not one emotional winback message. C Capability O Opportunity M Motivation Can they do it? A customer has active intent but repeatedly fails the reporting setup…
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