Journey maps can reveal valuable signals that indicate users’ likelihood to churn. By identifying these risk indicators early, businesses can take proactive measures to address issues and improve retention. Churn risk indicators often appear as patterns or specific events within the customer journey.

Key churn risk indicators to look for in journey maps include:

• Declining engagement: Reduced frequency or duration of product use
• Negative emotional spikes: Sharp drops in satisfaction or frustration points
• Feature abandonment: Users stop utilizing key product features
• Increased support tickets: A surge in help requests may signal usability issues
• Delayed or missed payments: Financial friction can lead to churn
• Low feature adoption: Failure to use new or core features may indicate lack of perceived value

Recognizing these indicators allows teams to prioritize interventions and design targeted retention strategies.