WHAT IS CHURN RATE: Definition, Examples and How to Calculate It 

What Is Churn Rate

The truth is that nothing lasts forever in general, including customers and subscribers. Customer churn is a business indicator that indicates how many customers leave your company over time. Identifying client attrition is critical for financial planning and retention or loyalty decision-making. In this article, we will go over all you need to know about churn rate (CR), including what it is in business, what it is in marketing, what it is in SAAS, and how to calculate churn rate. Isn’t it interesting…so let us proceed! 

What is the Churn Rate?

The term is the percentage of consumers or employees who quit an organization in a certain time period. It can also refer to the amount of money lost due to the departures.

Types of Churn

Because a consumer may discontinue their engagement with a company for a variety of reasons, churn is classified in several ways. Subscription businesses can experience a variety of sorts of churn, including:

#1. Voluntary turnover

When a consumer chooses to discontinue their membership, this is referred to as voluntary churn. Low perceived value, bad customer service, or a lack of functionality can all contribute to this form of turnover.

#2. Involuntary turnover

When a customer’s membership is canceled owing to a failure to pay, such as a credit card expiration or a change in payment information, this is referred to as involuntary churn.

#3. Churn in the downgrade

When a customer chooses to downgrade their membership, they are shifting from a more expensive plan to a less expensive plan, or from a more feature-rich plan to a less feature-rich plan.

#4. Upgrade turnover

When a consumer quits their existing subscription and switches to a more expensive or feature-rich plan with another provider, this is known as upgrade churn.

#5. Seasonal turnover. 

Seasonal churn refers to customer attrition caused by seasonal reasons such as holidays, weather trends, or other recurring events. Seasonal attrition can have a significant influence on a subscription business’s client base and total revenue

Because different types of churn are associated with different business concerns that affect churn rate in business or SaaS and, in some cases, completely different customer segments, it is critical for businesses to identify which types of churn are occurring, and in what quantities, within their customer base. This information could have a huge impact on their customer retention strategy.

Examples of Churn Rate

Churn rate is a metric with numerous applications across sectors. Here are some examples of churn rates and how they differ amongst industries.

#1. E-Commerce Churn Rate.                                              

The CR for e-commerce enterprises helps assess whether your customer base is declining or growing. A high churn rate in a highly competitive market may imply that you need to redesign your products or devise unique marketing methods in order to succeed. Because of the variety of options and competitiveness, e-commerce businesses have a higher rate of turnover, which ranges from 70% to 80%. This indicates that you may expect to retain 20% to 25% of clients that visit your store.

#2. Churn Rate in the SaaS Industry.                                  

The majority of SaaS enterprises use a subscription-based strategy. In this case, the turnover rate is a strong determinant of whether your company will break even. If you have a low annual turnover rate, you may need to compensate by obtaining more first-time clients. Take, for example, Netflix.

Netflix’s turnover rate for 2022 is 3.5%, which is slightly higher than previous years’ churn rates of 2% in 2021 and 1.9% in 2020. Its churn rate is rising but remains much lower than that of comparable SaaS companies.

#3. Employee Turnover                                                        

The employee churn rate measures the number of people who leave an organization during a given time period. Furthermore, it is crucial in determining staff retention or longevity. Companies can use this data to compare attrition rates across teams or departments. It also aids in the identification of management, remuneration, and workload concerns within the organization.

Churn Rates in the Telecommunications Industry

In the telecommunications business, the CR is a useful metric. This includes cable or satellite television providers, internet service providers, and telephone service providers (both landline and wireless).

The Benefits of Calculating Churn Rate

When it comes to calculating it, there are a lot of benefits attributed to it and they include:

● Provides insight into the business’s quality

● When you calculate the Churn Rate IT indicates if customers are content or dissatisfied with the product or service.

● Churn Rate allows for comparison to competitors in order to determine an acceptable amount of churn.

● To calculate a Churn Rate is very Simple.

The disadvantages of measuring Churn Rate

Aside from having some benefits, there are also some disadvantages and they include:

● Does not distinguish between new and old clients who are departing.

● In industry comparison, does not distinguish between startup, growing, and mature enterprises.

Methods for Lowering Customer Churn

Customer churn happens in every business. There are, however, some things you can do to prevent churn before it occurs.

#1. Learn why customers leave 

Knowing what causes a client to leave is the first step toward resolving the issue. Consider interviewing or surveying churned customers to learn more about their reasons for leaving.

#2. Provide educational and support resources 

Customers may desert you if they believe they do not understand your product or are not getting the most out of it. Depending on your sector and products, you might want to think about offering digital resource centers, blog updates, and instructive email onboarding trips.

#3. Make sure you’re marketing to the proper people with your products 

Are your marketing and sales efforts aimed at audiences that will benefit the most from your product? Consider shifting your marketing efforts to target consumer categories that are more closely related to your offer. 

#4. Recognize the warning indications that a consumer is about to leave

Has it been a month since they last logged in? Are their sessions brief and infrequent? These indicators can occasionally alert you that a customer is on their way out the door, allowing you to intervene with resources and support to entice them back.

How to Reduce Churn Rate

A high CR is generally not regarded as optimal for building a healthy, expanding firm. A high churn rate, on the other hand, is hardly the end of the world. Here are some pointers to assist you to reduce your turnover rate and get back on track. 

#1. Enhance customer service

Customers will depart if they have a terrible experience with support agents. However, contact support staff to learn about typical concerns or complaints. You can discover flaws in your product and sales plan.

If your support options are limited, consider introducing new communication channels such as email, SMS, or live chat. Making it easy for clients to contact your company with questions and concerns will make your brand more memorable.

#2. Investigate Customer Experiences

Determine your churn rate and compare it to the industry standard. A rate that is higher than the norm indicates that your goods may not fulfill consumer expectations. Conduct customer satisfaction surveys and interviews to identify the problem. Find out how they felt about the product and how much they thought it cost.

#3. Increase the Effectiveness of Your Content Marketing Strategy

Make use of content to provide your customers with a reason to continue using your product or service. These might be blog pieces that teach users how to get the most out of essential functionality. Email newsletters containing industry news, product updates, and special offers could also be included. Some businesses have even benefited from viral social media posts. Getting customers to consume brand-related material increases engagement and allows you to develop a long-term relationship with them.

How to Calculate Churn Rate

The calculation of the CR is straightforward. All you have to do is specify a time frame, such as monthly, quarterly, or yearly (it is best to track the churn rate on a regular basis). Next, determine how many consumers were gained and how many were lost over that time period.

Divide the number of churned customers by the total number of gained clients. Finally, divide that figure by 100% to get your turnover rate for that time period.

Let’s look at a real-world example: Assume you had 500 consumers in January and had lost 50 by December. Determine the churn rate.

Churn Rate = (Number of Lost Customers / Total Customers at the Start of Time Period) 100

  • Number of clients lost = 50
  • Total consumers in the beginning (January)=500
  • 50/500 *100% =10
  • The overall rate of turnover is 10%.

Churn Rate in Business 

In business, churn rate refers to the rate at which consumers discontinue doing business with a company during a particular period of time, as well as the number of employees who leave a company in a given period. The higher your turnover rate, the more clients discontinue purchasing from you. The lower your customer churn rate, the more clients you keep. Generally speaking, the smaller your churn rate, the better.

Churn Rate in Marketing 

In marketing, churn rate refers to the percentage of customers who return. The basic purpose of marketing is to get repeat customers to buy more frequently and with greater order values, enhancing your customers’ lifetime value without having to market every time a business wants to make a sale.

Churn Rate in SaaS 

To begin, let us define the term ”SaaS”. SaaS is an abbreviation for software as a service (SaaS), which enables customers to connect to and use cloud-based apps via the Internet. SaaS is a comprehensive software solution that you acquire from a cloud service provider on a pay-as-you-go basis.

The service provider handles the hardware and software, and with the right service agreement, will assure the app’s availability and security, as well as the protection of your data.

Amazon, Netflix, Gmail, Slack, Microsoft Office 365, Zoom…. The list goes on and on. Then In SaaS, the churn rate is the percentage of users who closed their accounts or unsubscribed from your service over a specific time period. 

What Is the Churn Rate of a Business?

A reasonable churn rate is between 5% and 7%. It is the optimal rate for established enterprises, but it may be difficult for early-stage startups and small or medium-sized businesses to obtain.

Is a High or Low Churn Rate Reasonable?

A high churn rate is often regarded as poor because you are rapidly losing consumers. A low churn rate, on the other hand, is desirable because it shows you’re keeping your current consumers.

Why Is Churn Rate Important?

Churn Rate is crucial because it shows how successfully a company retains clients, which reflects on the quality of the service the company delivers as well as its usefulness.

Understanding your customer churn is critical for measuring the efficiency of your marketing initiatives and overall customer happiness. It is also easier and less expensive to keep existing consumers rather than acquire new ones. Because subscription business models are so prevalent, it’s vital for many companies to understand where, how, and why their customers are leaving.

What Does 5% Churn Mean?

A 5% Churn Rate indicates that 5% of the total customers you had 30 days, 4 months, or 1 year ago canceled within the last 30 days, 4 months, or 1 year, depending on the calculation period.

What Is a Good Churn Rate?

A churn rate of 0 would be ideal because it would show that a company is not losing any subscribers; however, this is seldom the case. A company will always lose customers for one reason or another.

For mature and established businesses, the ideal churn rate is 5% to 7% in annual churn and less than 1% in monthly churn. If your SaaS company had 1,000 clients, you would lose only 50 customers every year, or four to five consumers per month.

Early-stage startups and small and medium-sized businesses (SMBs) often have a churn rate of 10% to 15%. Because their product frequently requires development, they frequently require assistance in maintaining a lower churn rate.

What Industry Has the Highest Churn Rate?

The greatest churn rates in the US are in financial/credit and cable (25%).


A churn rate is a business metric that measures the rate at which customers leave your company. Companies can decide whether to focus on customer acquisition, retention, or both by assessing the turnover rate. They can also reduce turnover by enhancing the customer experience, content strategy, and customer service.


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