Lunch & Learn Recap: Disconnection Reasons

This month’s Lunch & Learn with Warren was all about Account Disconnection Reasons.

The disconnect workflow itself isn’t new. But adding structured reason tracking changes what you can actually do with churn.

Before we even touched the new feature, there were two important reminders baked into the demo.

What Actually Happens When You Disconnect an Account

When you disconnect in Sonar:

• The account status updates.
• The serviceable address is disassociated.
• A final invoice is automatically generated.

That final invoice piece is easy to overlook. If you’re not preparing customers for it — especially if you’re adjusting proration at the time of disconnect — you can create confusion right at the end of the relationship.

The other operational reminder was around inventory.

Because inventory can be attached to the serviceable address, and that address is removed during the disconnect process, your equipment workflow needs to account for that. Disconnecting isn’t just flipping a status. It triggers a chain of operational events.

Small detail. Big implications.

What’s New: Structured Disconnection Reasons

The real update is the ability to capture a standardized Disconnection Reason directly in the disconnect workflow — whether it’s manual, scheduled, or job-based.

You can manage these under:

Settings → Accounts → Disconnection Reasons

You can enable or disable options over time.
You can require the field in System Settings.
You can backfill older disconnects.
And the data flows directly into the Activations and Disconnections report.

This is where things get interesting.

Because once churn reasons are structured — not hidden in notes — they become usable.

You can watch the full how to below, plus keep reading to find out to use your churn reasons to keep future customers, and even win some old ones back.

A Solid Starting Point

Warren shared a list of churn reasons Sonar has baked into your instance:

• Better Competitor Pricing
• Better Competitor Technology
• Contract Terms
• Deceased
• High Costs
• Non-Payment
• Poor Support
• Relocation
• Seasonal
• Service Issues

On their own, these are just labels.

But if you review them monthly, patterns start to emerge — and patterns are where strategy lives. Let's dive into one of the examples Warren share and explore how you can use the data to drive meaningful change in preventing churn in your organization.

Turning “Better Competitor Pricing” Into a Winback Campaign

If you see a spike in Better Competitor Pricing, that’s not just churn — that’s positioning feedback.

That’s a campaign brief sitting in your report.

You could:

• Run a 60–90 day winback campaign specifically targeting customers who left for pricing.
• Offer to cover competitor cancellation fees.
• Position it as a “no harm, no foul” return — all is forgiven, come back, we’ll make it easy.
• Give them a couple discounted months back to reduce the switching friction.

The tone here matters. This isn’t desperate. It’s confident.

“Hey — we know you tried something else. If it’s not living up to expectations, we’ll make it painless to come home.”

And here’s where it gets even smarter.

Instead of just one broad reason, add more detail:

• Better Competitor Pricing – Comcast
• Better Competitor Pricing – Starlink
• Better Competitor Pricing – Local Fiber Co

Now you’re not running generic winback messaging. You’re building competitor-specific campaigns.

If it’s Starlink? Talk about latency and reliability.
If it’s a local fiber overbuilder? Lean into service, support, and local presence.
If it’s a big national provider? Highlight contract flexibility or hidden fee transparency.

Different story. Different rebuttal. Different creative.

You can also flip this proactively.

If you notice in June that churn leaned heavily toward one competitor, don’t wait for July cancellations. Run a targeted loyalty campaign to at-risk segments at the start of the month:

• Temporary loyalty discounts
• Free speed boosts
• Contract extension incentives
• Bill credits for customers past promo expiration

Structured churn data lets you move from “why did they leave?” to “how do we stop the next wave?”

And that’s where this feature stops being operational… and starts being strategic.

Make It Automatic

One practical note: schedule the report.

The Activations and Disconnections report can be scheduled to email you automatically. Monthly is a good cadence to start. It’s enough data to show trends without overreacting to weekly noise.

When the report lands in your inbox consistently, churn review becomes part of your operating rhythm instead of something you check only when revenue dips.

The Takeaway

Disconnection has always changed account status, generated a final invoice, and detached the address.

Now it also captures structured insight at the exact moment a customer leaves.

It’s a small configuration step — but it turns churn into something you can analyze, segment, and act on.

And that’s the difference between tracking cancellations and actually learning from them.

See you at the next Lunch & Learn.