Churn

Churn is the number or percentage of customers or subscribers who stop using a product or unsubscribe from a recurring purchase. While no company wants to think about how many customers it lost over a period of time, it is a good metric to survey customer retention. If a company had 500 customers in the first quarter and only 250 in the second quarter, the churn rate would be 50%. Churn rates can be reduced by analyzing the trends of the churn and identifying any common threads that could be addressed.