Customer churn is one of the most crucial KPIs to track for a developing company. While it isn’t the most pleasant metric, it is a number that can reveal the unpleasant reality about your company’s client retention.
It’s difficult to assess achievement without taking into account the inevitable setbacks. While you hope that 100% of your consumers will stay with you, this is simply unattainable. Customer turnover is a result of this.
What Is Customer Churn and How Does It Affect You?
Customer churn refers to the number of customers who have ceased utilizing your company’s product or service over a period of time. Divide the number of clients you lost during that time period — say a quarter — by the number of customers you had at the start of that time period to get your churn rate.
For example, if you have 400 clients at the beginning of the quarter and 380 at the end, your churn rate is 5% since you lost 5% of your customers.
Obviously, your business should strive for a churn rate as close to 0% as possible. To accomplish this, your organization must always be aware of its turnover rate and treat it as a high priority.
In this case, the churn rate was determined as the percentage of customers who left during the quarter. You can, however, compute churn rate in whatever way that works best for your business.
Here are a few examples:
- The number of clients has decreased.
- The value of recurring revenue was depreciated.
- The amount of recurring value that has been lost.
- What Is the Importance of Customer Churn Rate?
You might be wondering why calculating turnover rate is crucial. Naturally, you’ll lose a few consumers here and there, but 5% doesn’t seem that horrible, does it?
It’s crucial since acquiring new clients is more expensive than keeping existing customers. In fact, even a 5% increase in client retention can result in a profit boost of at least 25%. This is due to the fact that repeat clients are more likely to spend 67 percent more on your company’s goods and services. As a result, your organization will be able to save money on the costs of acquiring new clients. You don’t have to waste time or money persuading an existing consumer to choose your firm over competitors because they’ve already decided.
Again, a 5% churn rate may appear to be reasonable and healthy. With that churn rate, you may still make a lot of money. Consider the following scenario when considering the impact of your turnover rate.
In this case, simply lowering your turnover rate by 10% might result in an additional $100,000 in income for your business. Dropping from 3% to 2.75% may not seem like much, but it has significant implications for your business.
You can help prevent and maintain client turnover in a number of ways. Check out this post on how to reduce customer churn for more information.
How to Reduce Customer Churn
Concentrate your efforts on your most valuable clients.
Rather than focusing solely on providing incentives to customers who are on the verge of leaving, it may be more effective to invest your resources in your most loyal and profitable clients.
Examine churn as it happens.
Make use of your churned customers to figure out why they’re going. Analyze how and when a client churns during their stay with your organization, and utilize that information to implement preventative actions.
Demonstrate that you care about your customers.
Try a more proactive approach to connecting with your customers rather than waiting for them to contact you. They’ll be more likely to stick around if you communicate all of the benefits you have to offer and show them that you care about their experience.