Dunning
Dunning is the sequence of retries and communications that recovers a failed payment: retry timing, card-update prompts, alternative payment methods and grace periods. It is a decisioning problem, because the best retry schedule differs by issuer, amount and customer history.
Why it matters for ARPU
Recovered payments are full-margin revenue with no acquisition cost, and dunning improvements typically show up in ARPU within a single billing cycle.
Related terms
Voluntary vs involuntary churnVoluntary churn is a customer deciding to leave.Churn rateChurn rate is the share of customers, or of revenue, lost in a period.Gross revenue retentionGross revenue retention measures how much starting cohort revenue survives a period counting only losses: churn and downgrades, never expansion.Real-time decisioningReal-time decisioning evaluates a customer's current context and returns an action within the latency budget of the moment, typically tens of milliseconds inside an app or call.