Logo churn is 8%. Revenue churn is 19%.

Counting the customers who left tells you almost nothing about the money that left with them, and nothing at all about the ones quietly shrinking.

By Steve 5 min read
Abstract bridge artwork for Logo churn is 8%. Revenue churn is 19%.

A business loses eight customers in a hundred over a year and calls retention a solved problem. The same year, revenue from the existing book falls by nearly a fifth. Both numbers are correct. They are measuring different things, and only one of them pays wages. This gap is one of the most common blind spots in management reporting, and it is not caused by bad data. It is caused by a definition. Churn expressed as a headcount asks did this customer leave?: a yes/no question about presence. The business…

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Important: General information only. Rialto Bridge articles describe patterns and considerations that may apply to a business; they are not financial, legal, tax or accounting advice, and they take no account of your particular circumstances. Consider your own situation and seek advice from a qualified professional before acting.

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