If you have a business that involves a recurring or subscription billing arrangement between you and your customer, you need to understand churn.
Churn is the number of customers or subscribers that end their recurring relationship with your company. If you’ve ever cancelled a magazine subscription, you’ve contributed to that company’s churn.
Churn is an inevitable part of a subscription model. Understanding churn, and the ability to master it, can make a huge impact on the bottom line of your business.