“churn” refers to the rate at which customers discontinue or cancel their services with the
company during a specific period. It represents the percentage of customers who have stopped
using the company’s services, either by switching to a competitor or completely ending their
subscription, High churn rates can be indicative of customer dissatisfaction, poor service quality,
pricing issues, or increased competition. Understanding churn and the factors influencing it is
essential for companies to devise strategies to improve customer retention, enhance service
offerings, and maintain a strong customer base.
