Churn is 8%. Half of it happens in the first ninety days.

An annual churn rate averages together two completely different populations, and only one of them is a retention problem at all.

By Steve 5 min read
Abstract bridge artwork for Churn is 8%. Half of it happens in the first ninety days.

A single churn number is one of the most comfortable metrics a business can report. It is stable, it is comparable year on year, and it invites a general answer: improve service, add a check-in call, send a newsletter. The discomfort starts when the same number is broken out by tenure. In most businesses that sell a service with any kind of onboarding, the risk of a customer leaving is not constant. It is highest at the beginning and falls with every month they stay. An aggregate figure blends a…

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