April Dunford Lost Customer Audit

Evaluate recent churned accounts using an April Dunford lost customer audit to uncover real positioning gaps and alternative solutions.

5 time blocks, 35 minutes in total.

Time blocks

Filter Qualified Churn Cases: 5 min
Filter out bad fit signups to isolate target ideal customer profiles
Identify Real Competitive Alternatives: 10 min
Record what alternative tool or manual process replaced your product
Map Value Driver Disconnects: 10 min
Compare expected outcomes against real feature delivery gaps
Categorize Root Positioning Gaps: 5 min
Tag issues as marketing promise mismatch or onboarding friction
Log Positioning Refinements: 5 min
Update qualification filters and messaging guidelines for sales

About this routine

An April Dunford lost customer audit helps product teams separate irrelevant churn from critical positioning signals. By examining why ideal customer profiles cancel, teams learn what alternative solutions buyers actually choose.

Traditional churn surveys often collect superficial feedback from users who were never a good fit. This 35 minute review zeroes in on target buyers who cancelled, revealing true competitive alternatives such as spreadsheets, internal tools, or rival software.

Running this audit weekly keeps sales messaging aligned with product capabilities, preventing customer acquisition teams from making promises the software cannot deliver.

Why this routine works

Filters out noise from bad fit customer feedback
Uncovers true competitive alternatives buyers switch to
Aligns sales promises with actual product value

FAQ

What is an April Dunford lost customer audit?

It is a structured review that evaluates churned accounts against ideal customer profiles to identify real competitive alternatives and positioning disconnects.

How long does a lost customer audit take?

This structured workflow takes 35 minutes to review a batch of lost customer accounts.

Why filter out bad fit customers before analyzing churn?

Analyzing bad fit accounts dilutes product strategy. Focusing only on ideal customer profiles highlights genuine gaps in your value proposition.

Sources

Obviously Awesome, April Dunford
Sales Pitch, April Dunford