Churn rate is a tool investors can use to understand a company’s long-term prospects and its financial health overall. Thus it can be an important metric. But what is churn rate and how is it calculated? Here is that and more.
The metric indicates the number of customers that have, over time, left a business. It is often known as attrition rate.
In other words, it is the rate at which customers cease doing business with a company. This means customers who did not return to a market, for example, or subscribers who dropped their subscriptions.
For companies, churn rate is key to financial forecasting, maintaining balanced books, and making labor decisions.
If the churn rate is high, that means the company is losing more customers. On the other hand, a lower rate signals customer retention.
The metric can also help investors with decisions, since it provides a telling snapshot of how the company is faring — and will likely fare.
Some people confuse churn and growth rates, as they both measure customer bases. Churn rate is the rate at which a company sheds customers. Meanwhile, growth rate is the rate at which, during a certain period, a company attracts first-time customers.
One can compare one metric against the other to learn whether customer levels are growing or contracting. If the churn rate surpasses the growth rate, it means a drop in customers. If the growth rate is higher than the churn rate, the opposite is true.
For example, say a company in a quarter gained 50 subscribers but lost 100. Since the customer base fell, the predicament is a loss. However, say that business gained 100 subscribers but lost 50. In that situation, it is a win despite the customer losses.
A churn rate can significantly impact a company. The good news is that the calculation is simple:
(Number of Lost Customers / Total Customers at the Start of Time Period) x 100 = Churn Rate
Note that the company should select a time period for measuring churn and determine the original number of customers as well as customers lost.
Various industries and segments use the churn rate, and in differing contexts. For example:
— Employee churn rate. The rate here discloses how many individuals left the company during a certain period. In addition, it is used to determine employee retention or seniority. Companies can use this data to compare churn rates to other departments or teams. They also can use it to identify company-wide pay, workload, or management issues.
— E-commerce churn rate. E-commerce companies can use the churn rate to see whether their customer base has increased or decreased. Competition and options abound, so the industry’s churn rate runs higher — about 70% to 80%. So, a business can expect to keep about 20% to 25% of customers. A high rate could signal a need to revisit the product or marketing strategy.
— SaaS/telecommunications churn rate. The churn rate with SaaS companies, most of which use subscription models, can show whether a company will break even. A low annual churn may indicate a need to lure more first-time customers.
Any churn rate meaning must include what a “good” one is. For older and more established companies, the optimal turn rate is 5% to 7% annually and under 1% monthly.
For early-stage startups or small and medium-size businesses, the typical churn rate is 10% to 15%, according to Forbes. This is because the goods or services offered at this stage often require improvement.
While an elevated churn rate is not viewed as ideal for operating a thriving company, all is not necessarily lost. In fact, there are ways to bring down one’s rate and return to the proper path.
Offer Better Customer Service
A single unpleasant customer experience can prompt a customer to drop a business. Thus, it is wise to learn from support personnel what customers are complaining about. The company may discover issues with its product and sales approach.
Perhaps it would be helpful to add more support communication options, such as live chat, SMS, or email. Such channels can also be more expedient, which is what many customers now expect.
Assess the Customer Experience
First, the company should find its return rate, then compare it to the industry average. If its rate is higher than the average, the product or service may fall short of consumer expectations. Customer satisfaction interviews or surveys can help uncover the issues.
Improve Marketing Approach
This is an increasingly content-oriented world, so it may be wise to employ content to recruit customers. Be it blog posts, email newsletters, or social media posts, brand-related content promotes engagement and relationships.
Overall, a churn rate can tell a company whether it is where it must be to increase their bottom line. It can help a company retain balanced books and remain healthy.
More specifically, here is why it is essential to know one’s churn rate:
Market Strategy Effectiveness
A company will discover through its churn rate whether its marketing efforts are retaining customers. If customers are discontinuing subscriptions, the company could analyze whether it is reaching its target audience.
Customer Growth
A churn rate can tell whether a company that seeks to increase its customer base — and thus its profits — is on track. Retention of existing customers is key. After all, as of this writing, between five and 25 times pricier to convert a first-time customer than retaining a current one, according to the Harvard Business Review in 2014.
Revenue Planning
Churn rate helps subscription-based companies gauge whether profits increased or dropped. In addition, it establishes for the foreseeable future the company’s financial health.
Finding Marketplace Fit
Should a company learn that its churn rate is going up for consecutive months or quarters, it may want to revisit the fit of its product to market. That could mean improving or overhauling the product or heightening its relevance.
Before a venture capitalist invests in a new company, they will commonly want to know a company’s churn rate. Why? Because there is no way to scale a company if it is churning excessive users. It matters not how many subscribers are added, for instance, if they’re being lost faster.
Knowing a company’s churn rate can help an investor make investment decisions. Take venture capital (VC), for example. With VC, investors put capital into private companies in their early stages. Such companies potentially produce returns that are ordinarily unattainable in public markets.
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While churn rate covers business practices overall, understanding it can help companies prioritize its focus. It can also help investors with investment decisions. Generally, companies with high churn rates experience minimal growth, which markedly affects revenues and profits. Remember that investing in high-growth companies is possible through venture capital, which also can diversify portfolios.
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