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Churn Rate

Churn Rate

Churn rate is a metric used to measure the rate customers leave or discontinue using a product or service over a specific period. It is calculated by dividing the number of customers lost during the specified period by the total number of customers at the beginning. It is also called customer attrition, defection, or turnover rate.

TL;DR What is Churn Rate?

The churn rate is the percentage of customers who discontinue or stop using a product or service during a given period.


The churn rate is an essential metric for businesses, especially those in the subscription-based business model. It provides valuable insight into customer retention and loyalty. A high churn rate indicates a lack of customer satisfaction and loyalty, which can be detrimental to the business’s long-term success.

Understanding and analyzing churn rates in marketing can help companies identify why customers leave, such as poor customer service or product dissatisfaction. This information can be used to improve customer experience and loyalty, thus reducing the churn rate and increasing revenue.

Examples/Use Cases

  • Netflix: Netflix tracks its churn rate to understand how many subscribers it loses each month. The company uses this information to identify why customers are leaving and take action to retain them.
  • Mobile service providers: Telecom companies track churn rates to determine how many customers are switching to other providers and the reasons behind the switch.
  • E-commerce: Online retailers track churn rates to determine the percentage of customers who do not return to make another purchase.


  • Customer retention
  • Subscription-based business models
  • Business Analytics
  • Customer experience
  • Customer loyalty



  • Customer attrition
  • Customer defection
  • Customer turnover



Key Components/Features

  • Total number of customers at the beginning of the period
  • Number of customers lost during the period
  • Period (month, quarter, year)
  • Reason for customer churn

Related Terms

  • Customer Lifetime Value (CLV)
  • Customer Acquisition Cost (CAC)
  • Net Promoter Score (NPS)
  • Retention rate

Tips/Best Practices

  • Offer exceptional customer service to build customer loyalty
  • Understand the reasons why customers leave and take action to address them
  • Keep customers engaged through personalized marketing and communication
  • Offer incentives or promotions to retain customers
  • Continuously monitor and track churn rate to identify trends and patterns

Further Reading/Resources

  • “The Ultimate Guide to Understanding Churn Rate” by CleverTap
  • “Churn Rate: Definition, Formula, and Examples” by HubSpot
  • “The Power of Understanding Customer Churn” by Forbes


What is a good churn rate?

A reasonable churn rate varies depending on the industry and the specific business. Generally, a churn rate below 5% is considered good, while a churn rate above 10% indicates a significant problem that needs to be addressed.

What are the common causes of high churn rates?

Common causes of high churn rates include poor customer service, product dissatisfaction, lack of value proposition, and competitive pressures.

Can a high churn rate be suitable for a business?

A high churn rate can benefit a business if it is intentional and part of the business model. For example, a company may focus on short-term rather than long-term customers to generate quick revenue.

How can a business reduce the churn rate?

A business can reduce churn rate by improving customer experience, addressing customer complaints promptly, offering personalized incentives or promotions, and continuously monitoring and tracking churn rate to identify trends and patterns.

How does the churn rate impact a company’s revenue?

Churn rate directly impacts a company’s revenue as it directly affects the customer base. A higher churn rate means the company loses more customers, resulting in decreased revenue. Losing customers reduce income and increases the cost of acquiring new customers. Companies with a lower churn rate tend to have a more stable customer base, leading to higher revenue and profits in the long run.

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