> For the complete documentation index, see [llms.txt](https://docs.churned.io/churned-docs/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.churned.io/churned-docs/getting-started-with-churned/the-churned-journey.md).

# 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](/churned-docs/metrics-and-definitions.md)       |
| 2. Build audiences         | Group customers who need the same treatment, from the AI-suggested defaults or your own filters                              | Audiences, Segments                                            | [Build audiences](/churned-docs/build-audiences.md)                 |
| 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](/churned-docs/automate-with-workflows.md) |
| 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](/churned-docs/co-pilot.md)                 |
| 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](/churned-docs/measure-impact.md)                   |

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

{% hint style="info" %}
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](/churned-docs/metrics-and-definitions/metrics.md#vocabulary) maps the terms.
{% endhint %}