Nobody cancelled. A fifth of the base stopped ordering.

In businesses without contracts, customers rarely leave. They just order less often, and the metric that should catch it does not exist.

By Steve 5 min read
Abstract bridge artwork for Nobody cancelled. A fifth of the base stopped ordering.

A subscription business knows the day it loses a customer. Somebody clicks cancel, a renewal date passes, a notice letter arrives. The event is dated, countable and awkward enough to prompt a conversation. A distributor, a wholesaler, a repair business, an agency working project to project, a practice billing by the matter: none of these get that. The customer who used to order every five weeks orders every eight, then every fourteen, then not at all. There is no cancellation, no notice period, no exit interview. Reported churn is close…

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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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