“Customers who churn and cancel and never contact you they don't care or rather you can't do anything to help those people — if a customer is going to reach out my goal is that they had an improved experience.”

Customers Who Contact You Are the Ones Who Care — They Are Saveable

The customers who reach out — even angry ones — are expressing investment in the product. They are signaling that they want it to work. The truly lost customers are the silent churners who never engage. This reframe turns support from a complaint-management function into a retention function: every inbound message is a chance to win someone back, upgrade them, or build the loyalty that drives word-of-mouth.