Addressing churn rate is always the most important first step when I start working with a new subscription client. Most clients think they understand this already. When I speak with them for the first time, they usually tell me "this is handled," so we can move on. But once we invest a bit of time digging in with them and their team, we discover that they can reduce subscriber churn rates with one simple change. Don't feel bad if you've been doing this wrong. When people tell you how the subscri...