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Customer churn is the % of customers lost over a given time frame, typically a month. It is sometimes called customer attrition, customer turnover or customer defection. You can also think of customer churn as the opposite of customer retention.
Understanding and tracking customer churn is important because you can use churn data to evaluate how well you’re retaining customers. You can then perform a churn analysis to figure out why you’re losing customers and implement churn management strategies in order to prevent customer churn and increase retention.
Churn Journey Template