CUSTOMER CHURN: Definition, Analysis, Rates, How to Reduce It & Prediction

Customer Churn Rate
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Table of Contents Hide
  1. Customer Churn
  2. Types of Customer Churn
    1. #1. Voluntary (active) Churn
    2. #2. Involuntary (passive) Churn
  3. Causes of Customer Churn
    1. #1. Poor Product Fit
    2. #2. Wrong Pricing
    3. #3. Effect of Competition
    4. #4. Poor Customer Experience
  4. Importance of Calculating Customer Churn 
    1. #1. Churn Results in Revenue Loss
    2. #2. High Customer Churn Cost More Money Acquiring New Clients 
    3. #3. Encourages Growth
    4. #4. Churn Frequently Indicates Issues With the Customer Experience (CX)
  5. Customer Churn Rates
  6. Customer Churn Analysis
  7. Steps for Churn Analysis
    1. #1. Obtain the Appropriate Customer Data
    2. #2. Customer Segmentation
    3. #3. Review the Past Information
    4. #4. Calculate your Churn Rate
    5. #5. Utilize Predictive Analytics to Spot Churn Trends
    6. #6. Act Now
  8. Benefits of Customer Churn Analysis 
    1. #1. Improve the Quality of Your Offerings
    2. #2. Customer Retention
    3. #3. Increase Customer Satisfaction
  9. Customer Churn Prediction 
  10. Reduction of Customer Churn 
    1. #1. Concentrate Your Efforts on Your Top Clients
    2. #2. Examine Churn as it Happens
    3. #3. Enhance the Customer Experience
    4. #4. Demonstrate That You Care About Your Customers
    5. #5. Boost Customer Service
    6. #6. Collect Regular Customer Feedback 
    7. #7. Product Innovation
    8. #8. Customer Research
  11. Why Is It Called Customer Churn?
  12. What Does Churn Mean in Business?
  13. What Are the 4 Types of Churn?
  14. What Are the Three Types of Churn?
    1. What Are the Two Types of Churn?
  15. What Is the Opposite of Customer Churn?
  16. What Is Customer Churn vs Retention?
  17. What Is the Difference Between Churn and Retention?
  18. Conclusion 
  19. Related Articles
  20. References 

The loss of clients or subscribers for any reason at all is customer churn (or client attrition). Businesses gauge and monitor churn as a proportion of lost customers to all customers over a specific period. By regularly monitoring your customer churn rate, you can determine whether any recent product launches or organizational changes have had an impact and, if so, take immediate corrective action. 

Customer Churn

Due to the direct connection between revenue and recurring relationships, customer churn is the most crucial statistic. when customers stop using a specific product or service or stop doing business with the company, this phenomenon is customer attrition or customer churn. Customer churn is the number of people or customers who stop patronizing your business for one reason or the other. A high rate of churn negatively impacts your business. Therefore, it is crucial to carry out routine churn analysis to predict and prevent further churn of customers. The opposite of customer churn is customer retention.

Types of Customer Churn

Customers leave businesses for a variety of reasons. Businesses frequently focus on involuntary churn, which is the most prevalent and easiest to address, if you can address it proactively, before the failure occurs, rather than involuntary churn, which occurs when customers actively choose to leave your service.

#1. Voluntary (active) Churn

When a customer decides to leave your service voluntarily, whether it’s because they had a bad experience or found a better deal elsewhere, that is a voluntary churn. Knowing how to continuously raise customer satisfaction is the first step in preventing this kind of churn.

#2. Involuntary (passive) Churn

Customers who discontinue using your service without consciously choosing to do so are churning involuntarily, or delinquent. Although it is the most frequent form of churn in SaaS, it is much easier to prevent than voluntary churn. Delinquent churn is simple to fix with the appropriate tools because it is primarily a mechanical failure of your tools. The simplest way to figure out your churn rate is to divide the number of customers you lost over a specific time by your total customer count.

A company must keep a close eye on its current clientele if it wants to lower customer churn. To prevent customer churn, a company can by identifying at-risk clients in advance and using feedback to enhance their offerings or customer experiences. A company can combat churning trends and proactively lower customer churn by fixing known problems.

Because acquiring new customers is more expensive than keeping existing ones, calculating the churn rate is crucial. An existing customer has already decided to choose your business over rivals, so you don’t need to spend time and money trying to change their minds. 

Causes of Customer Churn

#1. Poor Product Fit

Regardless of how emotionally invested they are in your brand, if your products aren’t a good fit for your target market, they won’t continue to buy from you. A brand may suffer and experience customer churn as a result of a bad product fit. This is why it’s crucial to identify your target market and develop buyer personas to ascertain the precise requirements of your clients.

#2. Wrong Pricing

Customers will look elsewhere if you charge too much for your goods or services. Additionally, the pricing preferences of your customers are subject to change. At the start of the year, they might have been willing to pay a certain amount, but now they are unable to cover those expenses. It’s possible that your pricing is incorrect, which means you need to adjust your pricing strategies as a result of your customers’ possible departure.

#3. Effect of Competition

Your customers will most likely choose your competitors over you if they provide superior goods or services at a lower cost. Consider your competitors’ offerings in comparison to your own when trying to figure out how to reduce customer churn.

#4. Poor Customer Experience

Your customers may become frustrated, click the back button, and visit another website if your website is unclear and challenging to use. Because customers prefer brands that are practical and simple to use, having a poor user experience can hurt your company’s success. Check that your website or app is up to par if you want to increase customer retention.

Importance of Calculating Customer Churn 

#1. Churn Results in Revenue Loss

You lose potential revenue for each customer who leaves. You must count the number of customers who leave as well as the amount of revenue that leaves to calculate your churn rate accurately.

#2. High Customer Churn Cost More Money Acquiring New Clients 

A business may spend five times as much money to bring in a new customer as to keep an existing one. Understanding your customer churn is essential because of this. Finding ways to lower your customer churn rate will help you increase revenue rather than decrease it because keeping existing customers can save your company a lot of time and money. 

#3. Encourages Growth

All businesses, large and small, should be aware of their customer churn rate. You need to change your customer retention strategies because a high customer churn rate suggests that your company is not expanding as quickly as it should be.

#4. Churn Frequently Indicates Issues With the Customer Experience (CX)

There’s a reason why customers are leaving. They might no longer use your product, have had a bad CX, or be paying too much, among other possibilities. Regardless of the cause, they are probably dissatisfied, and you want to know why (so you can make changes in the future).

Dissatisfied customers will spread negative word-of-mouth. In the end, your customers might disclose to other potential customers the reasons they chose to stop doing business with you, which could jeopardize your efforts to attract new clients.

Customer Churn Rates

Churn rate” refers to the proportion of customers who discontinue doing business with an organization, or to the customers who continue to use an organization’s services but do so less frequently or in greater amounts than they once did.  

Therefore, current businesses face a formidable challenge: how to foresee customer churn to keep them around on schedule, thereby lowering costs and risks and improving productivity and competitiveness. 

The number of current customers who stop making repeat purchases during a specified time as well as the number of new customers who are added during the specified time are both measured by the customer churn rate. 

It is typically measured over a specific time, most frequently a monthly, quarterly, or annual churn rate. However, you should strive for a churn rate that is as close to zero as you can, regardless of the method you use. Because losing customers means you’ll lose money and have to work harder to deliver growth. 

It simply informs you of the number of customers who left your business during a specific time frame. And that’s a key indicator of your success with customer retention. Use the formula shown below to determine your customer churn rate:

(churned customers / total customers at the start of the period) x 100

Consider the situation where you had 150 customers at the start of the year, but 20 of them left this year. The answer is 0.166666 when you divide 50 by 300. This would result in a customer churn rate of 16.6%.

Customer Churn Analysis

Churn analysis measures the rate of lost customers for a business and looks for ways to lower it. Analyzing customer churn is a way to figure out how many or what proportion of customers don’t buy more goods or services. You can use a technique called customer churn analysis to gauge this rate and learn more about what it means for your company. It ought to be an essential and consistent component of your analytics work.

Steps for Churn Analysis

#1. Obtain the Appropriate Customer Data

Getting the appropriate information from customers is the first step. Data on demographics, firms, behaviors, and psychography are all essential to comprehending customer churn. Size, industry, and company type are just a few examples of firmographic data.  

Information about a customer’s interactions with your business, such as website visits, past purchases, and customer service requests, is known as behavioral data. You can spot potential churners using this and take action. 

Customer attitudes, beliefs, and values are also included in psychographic information. If you can find common values among your customers, you may be able to target them with offers and messages that will reduce the likelihood that they will leave.

You can assess your current situation and take the required action to lower churn by gathering the appropriate data from customers. You can design a churn reduction plan that is specific to your particular group of customers if you have the right data at your disposal. 

#2. Customer Segmentation

Segmenting customers according to pertinent factors is the second step in churn analysis. Although each customer is unique, groups of customers have certain traits and behaviors in common that can be examined to lower churn.

#3. Review the Past Information

Examining historical data is the third stage of churn analysis. You can get a general idea of how many clients are leaving each month and year by looking at the data from prior months and years. This enables you to anticipate future trends and decide where to concentrate your efforts more effectively.

#4. Calculate your Churn Rate

Do a churn rate calculation next. The number of customers you had overall at the beginning of a given period is divided by the number of customers who stopped using your product during that period to get your customer churn rate.

When using machine learning and data science models, you can spot trends such as the stage at which customers are most likely to leave, the reason they do, and the communication channels they are most likely to value. 

#6. Act Now

Finally, it’s critical to keep in mind that the effectiveness of your insights depends on the steps you take. Change your product or service after identifying areas that need to be improved, then keep an eye on the results over time.

Benefits of Customer Churn Analysis 

#1. Improve the Quality of Your Offerings

You now have the chance to improve if customers are avoiding your goods or services because of specific delivery issues. By acting on these insights, you not only reduce customer churn but also improve your product or service, which will increase your future growth.

#2. Customer Retention

Customer retention, or a company’s capacity to keep its clients while continuing to reap financial benefits from them, is the opposite of customer churn. A company can increase the profitability of current customers and maximize their lifetime value (LTV) by having high customer retention rates.

#3. Increase Customer Satisfaction

One of the worst causes of client loss is a simple error, like shipping the incorrect item. Knowing why customers leave can help you better understand their priorities, spot your areas for improvement, and enhance the overall customer experience.

Customer Churn Prediction 

Churn prediction is the process of identifying customers who are most likely to leave your business or end a service subscription based on their product usage. Churn prediction is crucial because, in addition to the immediate loss of income caused by a customer leaving a business, it’s possible that the initial costs of acquiring that customer were not covered by the customer’s spending thus far. 

In other words, it’s possible that paying for that customer was a bad investment. Furthermore, gaining a new customer is always more challenging and expensive than keeping an existing, paying customer. 

In your customer surveys, a low NPS score is the most obvious indicator that churn is imminent. You should be aware that customers who give you a poor rating might consider doing business elsewhere. You shouldn’t ignore it if you want to stop losing customers.

Reduction of Customer Churn 

Only with a strong retention strategy in place can you combat customer churn. Utilizing a net promoter score as a tool to monitor customer satisfaction is also beneficial. Recognizing the factors that affect your company’s churn is the first step in creating this plan. The following are ways to reduce customer churn:

#1. Concentrate Your Efforts on Your Top Clients

It might be even more advantageous to invest resources in your devoted, lucrative customers rather than just concentrating on providing incentives to clients who are considering leaving.

#2. Examine Churn as it Happens

Investigate the reasons why customers are leaving by using your churned customers. Utilize data from an analysis of how and when churn occurs in a customer’s relationship with your business to implement preventative measures. 

To track the performance of your company, you should attempt to monitor your churn rate on a monthly and annual basis. By regularly monitoring your churn rate, you can determine whether any recent product launches or organizational changes have had an impact and, if so, take immediate corrective action. 

#3. Enhance the Customer Experience

Customer experience is crucial, so no matter your line of work or industry, make sure your clients enjoy working with you by providing them with an easy-to-use website or a superior product to those of your rivals. A satisfying user experience will encourage customers to make purchases from you, increasing the likelihood that they’ll stick with you and pick you over rivals.

#4. Demonstrate That You Care About Your Customers

Consider adopting a more proactive stance rather than waiting for your customers to get in touch with you. If you clearly explain all the advantages you offer and show that you are interested in their experience, they will almost certainly come back.

#5. Boost Customer Service

Good customer service is essential for any business, but it is especially important for one with a high customer churn rate. Your high customer churn rate may be caused by an excessive emphasis on providing excellent customer service to potential customers at the expense of maintaining relationships with current clients. Your customer service should be consistent regardless of who you’re dealing with.

#6. Collect Regular Customer Feedback 

Get frequent and early customer feedback. While regularly monitoring your churn rate can help you spot problems quickly, soliciting user feedback can help you boost retention by spotting issues before your users leave.

#7. Product Innovation

To remain competitive in the market, it is essential to continually introduce the newest product and service changes.

#8. Customer Research

To compete successfully, one must comprehend the target market. Therefore, thorough research and determining the target market are crucial.

Why Is It Called Customer Churn?

Customer churn happens when a company starts to lose customers as a result of its ceasing to use its products or services.

What Does Churn Mean in Business?

The number of customers who stop using a product is known as churn. There can be a monthly, quarterly, or annual churn rate, which is frequently evaluated over a specific time. 

What Are the 4 Types of Churn?

There are four different kinds of churn: gross MRR churn, net churn, revenue churn, and customer churn.

What Are the Three Types of Churn?

Voluntary Churn, Involuntary Churn, and Revenue Churn are the three types of churn.

What Are the Two Types of Churn?

There are two different types of churn: voluntary and involuntary.

What Is the Opposite of Customer Churn?

The percentage of customers who continue to make purchases over a specified time is measured by the customer retention rate.

What Is Customer Churn vs Retention?

While customer churn occurs when businesses lose clients as a result of rivalry, a lack of innovation, shifting consumer preferences, etc., customer retention refers to an entity’s capacity to prevent any attrition or churn related to revenue, clients, or employees. 

What Is the Difference Between Churn and Retention?

The difference between churn rate and retention rate is how frequently customers leave you, which is measured by retention rate. A high retention rate indicates that your company is successful in attracting repeat customers and building a strong and reliable brand.


One of the key metrics that all businesses should consider is customer churn. It’s a figure that can reveal to your business the bruising reality of customer retention. Having a loyal customer base is a sign of a successful company, but getting it isn’t always straightforward. A company occasionally losing customers is normal and can happen for many different reasons. Whatever the cause, a business needs to understand its customer churn rate to identify its shortcomings and devise solutions. 

All businesses strive to maintain a low customer churn rate, which is fortunately achievable through a variety of strategies.

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  5. RETENTION RATE: What Is It, Formula, How to Calculate It & Difference


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