Attrition Rate

Attrition rate is a term often used as a staffing measurment tool that assesses the rate at which employees are leaving a company. But it is also a term commonly used in marketing used to measure a company’s customer base and assess the number of returning customers vs. those who are not recurring. Also referred to as “churn”, customer attrition can indicate a problem that can lead to decreased revenue. If a company or brand notices significant attrition in its customer base, changes may be needed. One cause of attrition can be brands failing to adapt as their audience changes. If the car you manufacture has no connectivity, you will probably see attrition among a younger, savvier demographic of automotive buyers, for example.