The Churned journey

The five steps every Churned customer follows, and where to find each in the docs

Churned is built around one loop. You start by understanding the health of your customer base, turn that understanding into audiences, automate what happens to each audience, let the Co-pilot pick the best action per customer, and measure the impact. Then the loop starts again with a healthier base. The documentation follows the same five steps.

Step	What you do	Where in Churned	Docs
1. Understand health	Read the daily health levels, scores and drivers of every customer, and the RFM or RFV segments for one-off buyers and users	Home, Customers, Segments, Technical Dashboard, Model Insights	Understand health
2. Build audiences	Group customers who need the same treatment, from the AI-suggested defaults or your own filters	Audiences, Segments	Build audiences
3. Automate with workflows	Decide what happens when a customer enters an audience or their health changes, and push it to your CRM or marketing tool	Workflows, Tasks	Automate with workflows
4. Optimise with Co-pilot	Let the next-best-action model choose which action each customer gets, learning from the outcomes	Copilots, Workflow builder Co-pilot split	Optimise with Co-pilot
5. Measure impact	See churn, health and revenue move per audience, per test and per Co-pilot	Impact Dashboard, A/B Tests, Reporting	Measure impact

The models behind each step (health scoring, RFM, RFV, audience clustering, sentiment, Co-pilot, reactivation) are described once, in Models.

The steps look the same for every industry, but the vocabulary and the default audiences differ. B2B SaaS talks about accounts and contracts, B2C about subscribers, e-commerce about customers and orders, NGOs about donors and agreements. Each section carries a short note per vertical where it matters, and the Metrics vocabulary table maps the terms.