Clement Kao, a Product Manager at Blend, shares his insights on reducing mobile app churn by leveraging user analytics, drawing from his experience working on a CRM mobile app for real estate agents. Despite the initial assumption that user engagement was either high or low, Kao discovered that a deeper analysis of user behavior and segmentation revealed surprising patterns that differentiated highly engaged users from disengaged ones. The engaged users frequently rejected leads, reassigned them to specialized teammates, and used the app's vacation setting feature, contrary to initial expectations. Through qualitative research, Kao identified that engaged users focused on delivering high-quality experiences and utilized the app's features in unexpected ways, while disengaged users often faced frustrations with in-app feedback support. By implementing changes such as improving the visibility of key features and replacing in-app feedback with a support hotline, the team was able to significantly increase user engagement, reduce churn, and ultimately boost profits, highlighting the importance of data-driven decision-making and user feedback in product management.