Customer Retention Strategy Study

Added Jul 2026 3 design docs

Indian consumer businesses have become very good at acquiring customers and remarkably bad at keeping them. A tiffin service in Pune will happily spend ₹450 in launch discounts and rider incentives to win one subscriber, then watch that subscriber vanish in week six without ever asking why. Because a repeat customer costs almost nothing to serve compared with a new one, a five-point improvement in retention usually beats any amount of extra marketing spend, which is why churn diagnosis has quietly become one of the most valuable commercial skills in early-stage companies.

The intern runs a full retention study for Tiffin Tales, a fictional Pune-based home-style meal subscription service that signs up around 220 subscribers a month and keeps fewer than half of them past month three. They build a twelve-cohort retention model in excel from a documented set of business assumptions, run a cancellation survey through google-forms with at least 50 people who have genuinely quit a paid subscription in the past year, hold five short consented interviews, rank eight churn drivers with a weighted scoring model, and then design four costed retention initiatives presented as one-page cards in canva alongside a 14-to-18 page study written in google-docs.

Completing the project teaches cohort analysis, retention curves, customer lifetime value arithmetic, survey design, coding of open-ended answers, and the discipline of turning a diagnosis into initiatives that carry owners, budgets, and success metrics. These are precisely the skills growth, category, and customer success teams probe in interviews, and the finished workbook proves to an employer that the intern can reason about unit economics instead of only talking about them.

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