Churn
The percentage of customers who drop off in a period, the silent leak in your growth.
By Tanguy De Keyzer · Founder & digital strategist
What is churn?
Churn is the percentage of customers (or revenue) you lose in a given period. If you lose 5 of your 100 customers in a month, your churn is 5%. It is the opposite of retention.
Churn = customers lost in period ÷ customers at the start × 100
Why it determines your growth
Churn is a leak in the bucket: however hard you top up at the front, high churn keeps you empty. In subscription models, a few percent difference in churn is, over time, the difference between stagnation and exponential growth.
Lowering churn
Better onboarding, customers who experience value quickly and proactive follow-up keep people on board. Every prevented cancellation directly raises your lifetime value (LTV).
See also
From theory to growth.
We turn Churn into measurable results for your business.