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Customer Churn

/ˈkʌs.tə.mər tʃɜːrn/noun
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Customer churn is the rate at which customers stop doing business with a company over a specific period, often expressed as a percentage. This metric is crucial in subscription-based industries, where even a small reduction can lead to substantial long-term revenue growth by highlighting the cost of lost loyalty in a competitive market.

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Studies show that acquiring a new customer can cost five to 25 times more than retaining an existing one, making churn a silent profit killer for businesses—yet reducing it by just 5% can increase profits by 25% to 95%, as revealed in research from Bain & Company.

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