Glossary
The rate at which customers stop buying or unsubscribe over a given period.
Churn is the loss of customers or subscribers over time. It is usually expressed as a rate — the percentage of customers who leave within a period. High churn means a business must constantly replace lost customers just to stay flat.
Understanding why customers churn — poor experience, lack of value, better alternatives — is essential to reducing it. Early warning signals like falling engagement can flag at-risk customers.
Reducing churn is one of the highest-leverage growth activities because retained customers compound in value.
Lowering churn protects revenue and lifts lifetime value far more efficiently than chasing new customers.
Defuser AI flags disengaged contacts and re-engages them before they churn — see WhatsApp marketing.
The rate at which customers stop buying or unsubscribe over a given period.
Lowering churn protects revenue and lifts lifetime value far more efficiently than chasing new customers.
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