If it's falling that means it doesn't have or solve a real life problem. If it has value it will always be in demand and it's value will be sustained. Secondly it could be that there is a competition and the other alternatives are providing more and efficient services more than your company so you have to wake up and set the priorities right. Make everything functional and user friendly. You should also try looking at your public relation channels, keep your community updated about the activities of the company, update your roadmap and deliver according to the road map. Integrate latest technologies in your platform to keep being in demand. Look for better ways to keep giving your users something to look up to, it could be incentives and many more.