Nobody told me how churn changes when you start to have actual paying customers.

Before we started monetizing the product and had paying customers, I would be consumed by new sign-ups. Every time my dashboard refreshed and there was another customer in the CRM, it was confirmation that everything worked as planned. However, now that we have started billing our customers, I realized how much worse it feels to see somebody cancel their subscription three weeks after using the product than seeing somebody not signing up from the start.

This realization forced me to really read through the feedback left when people canceled their subscription, and it turns out that most of the cancellations don’t stem from lack of features. Instead, it’s about not having a product fit their workflow, which is a harder problem to solve than just adding something into the changelog.

Is this feeling going away with experience or one just becomes more effective in acting upon it faster?