Churn is what you don’t want. It’s customers leaving you. Saying yes, then saying “Ah, changed my mind.” It’s the breakup we don’t see coming (if only we’d seen the signs sooner!), and it not only hurts our egos, it hurts our businesses.
But simply saying “churn is when customers leave” oversimplifies the situation. If we examine the timing and causes of churn, we can come up with solutions that can stop churn in its tracks (and even reverse it).