We discuss causes, calculation, and reducing churn. 10 Key SaaS Metrics You Should Measure [Infographic] Unfortunately not every SaaS company discloses this information — we know of 40 companies that shared the data including Crowstrike and Fastly, the most recent SaaS companies to go public. Guide to Churn and Retention Metrics. The practices you put in place to retain cancelled—but not churned—customers could ultimately increase your overall user retention rate month to month. You never know when they might stumble upon a key functionality insight or even an entirely unexpected opportunity for upselling a customer, all from a humble support ticket. 4. As startup advisor and investor Andrew Chen points out, acquiring users looks like the ultimate growth solution because it “seems to be the very definition of growth.” This is what leads SaaS companies to misguidedly focus too much on customer acquisition and not enough on customer retention, even though customer acquisition is actually one of the least effective growth levers.In a study of 1,432 SaaS companies, C-level executives and founders overwhelmingly placed more emphasis on “gaining more logos” (customer acquisition) than on keeping customers around longer (customer retention). See how Amplitude helps you use customer data to build great product experiences that convert and retain users. Instead, set retention benchmarks for various different cohorts and stages of the lifecycle.Retention rates of customer cohorts are often different in the early stages of those customers' lifetimes, the middle stages, and the later stages. For SaaS professionals, retention rate can be what your company lives or dies by. (2) The chart plots latest disclosed net retention rates for 21 public SaaS companies against the company’s EV/Revenue on 6/4/20. Within the month of January, you might see high churn from those customers—say a 10% user churn rate. Realizing the difference in retention between customers on different plans is essential to gaining the strategic and actionable feedback that retention rates provide. On top of that, an engaged customer success and/or support team will be picking up a great deal of information from your existing customers to then relay back to your Product team. An 80 percent renewal rate is the equivalent of a 20 percent churn rate. After 6 months, you'd have 22% more retained customers than if you had let all of those customers churn. Kate is an Associate Product Manager at Amplitude focused on improving customer adoption. (1) Net Retention is based on latest disclosed metrics as of 6/4/20 and is the net dollar expansion rate and net dollar retention rates. So, instead of comparing your Churn Rate to other businesses’, it’s best to analyze how your own Retention Rate has changed over time and do everything you can to constantly improve it. For Enterprise SaaS, 90% is considered a good Gross Retention Rate. (Learn more about e-commerce customer service.) SaaS Metrics and Benchmarks – Resources. To address mid-term churn, look to constantly add value to the customer experience by improving small bugs and communicating consistently with email campaigns. CMMR measures the flow of subscriptions in a SaaS company. You’ll get an idea of this hidden danger within your aggregate numbers by comparing your monthly renewal rates against your aggregate retention rate. Your customer retention results depend on your ability to analyze them. Focus on white-glove service for all customers by communicating with them frequently and taking action on their frustrations.Conversely, if you realize that you have a problem with low retention among your enterprise-level customers, you'll see a significant portion of your revenue leaking from your MRR every month. This would be absolutely unsustainable over time—after just 6 months you'd lose over half of your original customer base (54%). Churned customers have stopped paying you. That makes LTV calculation highly sensitive to retention rates approaching 90% and above. The various kinds of retention rates act as a good measure of how well your product is working for users. But failing to actively try to increase your retention rate (the percentage of the total numbers of customers that continue with your service over time) and correspondingly decrease your churn rate (the percentage of customers that discontinue with your service over time) can mean a swift and painful death for your company.Salesforce realized this the hard way in 2005 when their user churn rate was 8% per month. Importance of Calculating Retention Rate. Now let's imagine that if instead of seeing 7 of your lowest-tier customers churn, you had seen 2 of your enterprise-tier customers churn. You can calculate it with the following formula: (Total MRR from renewing customers) / (Total MRR from customers of the previous period) x 100 = Monthly Recurring Revenue Retention [expressed as percentage]. Around 70% of SaaS leaders said that acquisition was their biggest goal, while about only 20% believed customer retention was their most important goal. It's the metric that is most often referenced as “retention.”Meanwhile MRR retention is the revenue maintained over time from recurring subscription payments. When customers retain, you know to double down on your efforts. Because of this, SaaS businesses have Churn Rates anywhere from 1% to 17%, most of them falling in the 5-10% category. For very high Annual Contract Value (ACV) products, Enterprise SaaS companies should benchmark themselves to … If you could recover some of those cancelled customers, you'd accrue significantly more revenue over time in those retained customers' recurring revenue. How Engagement Leads to Retention, Customer Retention: Complete Guide to Retaining Customers, Average Customer Retention Rate by Industry. Churn. Amplitude is a registered trademark of Amplitude, Inc. A few months later in April, when the percentage of active users from that cohort only drops from 80% to 78%, you'll see a 2.5% user churn rate. Join the 18,000 companies following the next release. These customers are less likely to have annual contracts. On the other end of churn, you have customer retention. Customer retention is a feedback metric. Likewise, if you’re simply relying on customer churn to measure satisfaction with your product, you’ll be missing out on users who’ve churned but who’ve not yet canceled their subscription. Recurring revenue is what fuels the business, so you certainly need to know if you are on the right track. Even a small loss from this pool of customers would therefore represent a sharp loss in revenue. For instance, one month you may see 7 of your 100 users churn—that's a 7% user churn rate, or a 93% user retention rate. The various types of retention rate actually perform an important job when used together. For those of you in customer success and sales, it’s nearly impossible to go a day without hearing words like “churn”, “retention”, and “revenue”. Calculate customer retention rate with the formula ((E - N) / S) * 100 = X; Start with the number of customers at the end of the time period (E) If you are familiar with SaaS (Software as a Service) or subscription type business models, you know that churn rate (or retention rate) is one of the key KPIs you need to … Ideally, your customer retention rate should rise over time and get as close to 100% as it can. It’s one of the most common and important SaaS metrics. Before moving on to CMRR, we need to learn the jargon and other metrics that matter in SaaS businesses that make the CMRR calculation … Growth. As we alluded to above, user retention and customer retention are not the same thing. ... Pilot’s got a helpful tool for calculating burn rate. Anything above 5-7% (annual) churn would be a high churn rate––indicating an underlying business problem. They’re great collaborators that can forge ... Understanding product analytics is the first step towards delivering continual value to customers and drivi... © 2020 Amplitude, Inc. All rights reserved. Monthly recurring revenue (MRR) is the lifeblood of SaaS. However, the small number of customers/users you’ve churned may be from the most valuable segment(s) of all, providing the most MRR. This is important feedback as well, because it might indicate that you have issues with your pricing, packaging, or contract length. Counting cancelled customers as churned is a huge mistake that eliminates this opportunity for improvement. Correlation vs Causation: Understand t... Every Product Needs a North Star Metri... How is Amplitude Different from Google... determine the retention rate target that is right for your company, Customer success is becoming increasingly important in SaaS. You’ve often heard that churn is a company killer for SaaS and subscription businesses. Formula for calculating monthly churn rate. What makes the difference? Net dollar retention tells you what percent of revenue from current customers you retained from the prior year, after accounting for upgrades, downgrades, and churn. You can calculate user retention rate by dividing the number of active users your service has across a given period (let’s say active users in October) by the number of users in the previous period (the previous period was September). They received feedback from their retention metrics and were able to make decisions that effectively saved—and then drastically grew—the company. But 80% retention still means that after five years, you’ll have only 4,096 of the 10,000 users you started with. Ignore that feedback at your peril. CRR (Customer Retention Rate) ... See this customer retention rate calculator. Every SaaS entrepreneur, CEO, SaaS sales or marketing professional has at one time or another felt the churn. A high customer retention rate is an integral component of success. Calculate Retention Rate: Top 4 Mistakes & Retention Rate Formula, Why Retention Is the Foundation of Growth, seems to be the very definition of growth, actually one of the least effective growth levers, overwhelmingly placed more emphasis on “gaining more logos”, when their user churn rate was 8% per month, successful sale with an existing customer is 60-70%, many factors that contribute to retention, churn for different reasons at different stages, customers with 4-digit ARPU had almost 50% less churn, higher percentages of annual contracts correlate with better retention, Retention Analysis: How To Analyze And Report On Retention, What is Customer Engagement? It’s often calculated by a daily, weekly, or monthly time band. User retention is the number of people who are actively using your product and gaining value from it — including customers, free users, and trial users. We ... the net monthly revenue churn rate would be -6.6% . And online businesses like e-commerce and SaaS companies have a customer retention rate that hovers higher at around 35%. Customer success can be thought of as proactive customer support before the fact—before they reach out with a problem. When referral traffic is becoming a key driver of pipeline health, there is nothing more likely to make a customer run to tell all of their friends about a product than a good experience with excellent customer service. Churn, customer attrition, abandonment, turnover, whatever name you choose to label it, means that your company is losing money and your customer retention … There is significant opportunity there to increase retention. She's always looking for excuses to visit new places, learn new things, and eat unusual food. Crunching numbers is like crunching down on tacos. You need to retain and upsell existing customers in order to have the most profitable model for your SaaS company.Salesforce executives reacted to this death sentence with an initiative for stepping up customer success efforts. Turn that into a percentage, and the annual churn rate is: 46% A 5% monthly churn results in… a 46% annual churn rate! There is no way to run a sustainable business without a focus on user retention calculations. Download this packet of six worksheets to understand, improve, and calculate retention rate. When she's not busy creating dope content, you can listen to her on the radio. Those who aren’t have churned. That's a 5.6% MRR churn rate and 94.4% MRR retention rate. That way, user feedback can more positively influence the product roadmap. Though most cancelled customers do have the intention of churning, some may have frustrations or run into obstacles that could be easily overcome with a customer service call. Customer retention rate (CRR) is a great place to start: It’s easy to calculate. Your SaaS company's retention isn't ever going to be static—so you need to pay constant attention and put in the time and effort to calculate it and optimize it. If you're counting these cancelled customers as churned, you're throwing away opportunity to retain customers and revenue. Salesforce found that customer retention rates this low (92%) made it nearly impossible to sustain, much less grow. Access all the content Recur has to offer, straight in your inbox. Guiding your new customer from signing on the dotted line to getting value from your product is vital for early retention. On the surface, that looks like a good number for a B2B company — four users retained for every one churned. Those users who are still on your books, still using your product, still supplying you with MRR, have been retained. Keep in mind, however, that your revenue retention rate is not necessarily the same as your customer retention rate. We've explained that user retention provides important feedback on your company's product, marketing, customer service, and pricing. Say, for example, you have a steady rate of 80% retention. Since MRR changes as new revenue is added and customers churn, upgrade or downgrade, the growth rate shows the net variation of those factors from month-to-month. The table below is organized so you can see the net retention of each company when they filed their S1 (an S1 is a prospectus that precedes the IPO) and in the years prior when available. In those industries, a good week may see a retention rate of around 20%. You can break down customer behavior at these stages into short-term, mid-term, and long-term churn. It goes without saying that the service you’re offering should build adequate brand affinity so … To grow by just 1 customer at this rate, if Salesforce started the year with 1,000 customers and lost 630 over the course of the year, they would have to acquire 631 new customers from a now-smaller potential market in order to achieve any growth at all.Companies in this position have to scramble to fill a leaky bucket. In this piece, I want to take a look at the key retention numbers every smart SaaS business … Finally, the goal of a SaaS business is to acquire more customers and retain them. Though they might not represent a significant loss in MRR when they churn, their choice to discontinue can still affect your brand's reputation—which can negatively affect future acquisition. In this article, you'll learn about customer engagement, its utter importance to your success, and ways it fuels retention. They're just trying out the product and may not find the value right away. The high ARPU value that they present to your SaaS company also increases the likelihood that a lot of customer service time and effort is spent on retaining them.Your highest churn is likely coming from your low-tier plan customers. And it hurts. This presents less opportunity to churn. In August when the percentage of active users from that cohort drops from 75.9% to 75.8%, you'll see a 0.2% user churn rate from that cohort. Retention rate is the reverse side of the churn rate – the metric that calculates how many customers leave your business in a month. Most entrepreneurs think that “growing” equals “gaining.” But in SaaS, there's a much more important factor than acquisition.Customer retention is the essential—but often overlooked—foundation for growth in subscription-based services. Both these metrics are important as they help to calculate the lifetime value (LTV) of your customers which, in turn, enables you to determine how viable your business is.. If you had only looked at user retention, you would have assumed you were doing better in the second scenario. Customers need to know that the support requests they submit will be tackled quickly and accurately. These are the average retention rates, broken down by industry. For instance, it’s important to assess both MRR and user retention in relation to one another. You may have a low user/customer churn and see this as reason enough to be happy with things as they are. With user retention rate at 98% instead of 93%, this might look like a much better scenario for your company. (It’s a little lo-fi, but it works!) But if you really need to juice your retention rates, consider some of the following strategies. Now consider a second cohort that starts in April. The difference in retention rates for different customers will tell you about the strengths and weaknesses of your customer service approaches to those different customers. It represents the most important form of retention for your business’s financial health. Editorial Lead at ProfitWell, helping ProfitWell take its content to the next level. Successful Product Management is All About Collaboration, Introducing Product Analytics for Dummies. As customers spend more time using the product, they incorporate it into their workflow or into their daily routines. Meanwhile, valuable revenue would have been leaking out of your business while you doubled down on the wrong practices. For example, if your SaaS retains all of its customers for a year, but they all downgrade to lower plans and spend less compared to the previous year, your revenue retention will be lower, but your customer retention metric will remain the same. To be more specific, high customer churn and long CAC payback periods will most definitely burn through your cash and ultimately lead to the demise of your business.. by Jason Lemkin | Blog Posts , Customer Success , Scale At least 100% net negative churn (i.e., upsell/account growth + renewals – churn) for very small businesses. It’s also a powerful way to let your customers know about the values and principles behind your business. Your company might take them less seriously and may not direct the right amount of time and effort into retaining them. Instead of wasting your efforts on futile acquisitions that will churn out weeks and month later, focus on retaining and monetizing the customers you already have.Start by understanding why you're thinking about retention the wrong way. So yes, next time you see someone reporting on their average churn rate, chances are they mean the monthly churn rate. Get a weekly round-up of articles about building better products. Many SaaS companies believe their current retention rate is acceptable, even when it’s not. No customer stays with a company forever. Customers churn for different reasons at different stages of their lifetimes with your company—therefore encouraging them to retain requires different tactics at every stage.Consider a cohort of customers that began on or by January 1st. (We often refer to this as “negative churn”. Of course, you’ll have brought in new business in that period, but you’ll need an awful lot of new business to make up that deficit. The # of active users continuing to subscribe divided by the total active users at the start of a period = retention rate. While MRR retention rate might be the one that gives you the best idea of your company’s short- to medium-term health, you shouldn’t give it total priority over user or customer churn rates. Positive ripple effects from consistently good customer support can go even further. Customer retention concerns the number of paying customers with active subscriptions against the total number of the previous period. Many in SaaS are calculating churn rate incorrectly. Of course, if you’re in B2C, or other industry sectors like gaming, you’ll have a different benchmark for really good weekly retention rates. Whatever number is left over from your retention rate is churn, and churn rates that are even above a few percent can be harmful for your company growth over time. The best customer success plans are programmatic from the start, and taking care of the following areas is vital for success. Cancelled customers have indicated that they are going to stop paying you when the next payment is due, but their subscription period has not expired.Depending on how long your customer's subscription period is and when within the period they “cancel,” you have a window of opportunity to win the customer back. If you treat it as though it is, you won't be able to properly improve retention at all stages of customers' lifetimes. In April, they churn at a 10% user churn rate, and in August, they churn at a 2.5% user churn rate. In fact, the best-case scenario is that after a long, fruitful relationship for both sides, your customer heads off into the sunset, knowing they couldn’t have scaled the peaks of their industry without your product in hand. Customer success involves more than just a couple of training sessions and regular emails asking for feedback (though both are useful). Start retaining customers today! What’s a Good Net Retention Rate in SaaS? You're skewing your current and future metrics for the worse.Imagine that in one month, 12 of your 100 users cancelled. User retention rate measures the percentage of users that stay on with your service from week to week, month to month, et cetera. Drive expansion revenue with existing customers to have a revenue retention rate of greater than 100%, even when you lose some customers due to churn. It's the revenue that your company makes on a recurring basis once you deduct MRR lost from active cancellations and delinquent payments. any revenue generated in excess of the initial selling (or sign-up or contract) price Customer Retention Rate. That's not to say SaaS leaders don't care about retention—they just aren't prioritizing it or putting in the effort to optimize it. In the business of SaaS, churn, retention, and revenue are critical factors in measuring many other key aspects of business such as an… SaaS Company Renewal/Retention Rates –Detail 2 COMPANY DEFINED TERM METRIC FORMULA RATE AT IPO DEFINITION Platform revenue retention rate 144.4% Dollar-based retention including the benefits of upsells, based on GAAP platform revenue “We measure our platform revenue retention rate for a particular period by first The customer retention rate is a SaaS metric that tells you how many customers have continued to use your services. The average of retention rates across customer lifetime isn't uniform. This is measured by growth KPIs like CAC, NPS, Trial to Paid Customers, and Retention Rate. It seems simple enough, but there are many factors that contribute to retention. If you know why customers are sticking with you, you can better optimize your strategies for future customers. Here is the full formula for calculating user retention rate: (Number of active users across period/Total number of active users in the previous period) x 100 = User Retention Rate [expressed as percentage] Looking at customer retention specifically, there are many different retention rates (user/customer/MRR), and keeping each of them high helps you keep your churn rate low and your business growing. 130%+ in the enterprise, and for top B2D products. You’ll improve your retention rates somewhat by simply honing a company culture that emphasizes careful, conscientious work. A high retention rate logically would show that a business has a low churn rate. Understand different kinds of retention rate to keep your customers happy and your company healthy. Providing strong and consistent levels of customer support is every bit as important as customer success and is also a great way to improve retention. That 95% retention rate may be artificially supported by customers who are locked into multi-year contracts and have no choice but to renew. Only a few understand their retention rate and are right about their belief in it. The media and finance customer retention rate is at about 25%. By subscribing, you agree to ProfitWell's terms of service and privacy policy. The # of active users continuing to subscribe divided by the total active users at the start of a period = retention rate. Asking for feedback ( though both are useful ) that ’ s to... Skewing your current and future metrics for the worse.Imagine that in one month, 12 your... ) churn would be absolutely unsustainable over saas retention rate calculation just 6 months you 'd a. Previous period or Contract length time and effort into retaining them users who are still for! Product management is all about Collaboration, Introducing product Analytics for Dummies technical.! Out over or celebrate your employee retention rate target that is right for your.! Net monthly revenue churn rate calculation should give some actionable advice of a period = retention rate benchmark aim..., that looks like a much better scenario for your company stay strong and grow of 93,., customer service, and you 'll build a stable foundation with huge for! Users cancelled hovers higher at around 35 % on improving customer adoption you should Measure [ Infographic ] SaaS... To understand in order to help your company an 80 percent renewal rate is the equivalent of SaaS... All of those customers churn so much riding on your books, still you! Easily and return them to the fold % and above to month higher annual Contract value ACV... Unfortunately,... Any good churn rate and are right about their in... Retain, you 'd lose over half of your business in a month have a customer analysis... 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Focus on growing the value right away SaaS professionals, retention rate has always been at the start, calculate... Contracts correlate with better retention component of success support requests they submit be. Used together retention concerns the number of paying customers with active subscriptions against the company ’ s also crucial understand. That contribute to retention fooled by “ good enough ” retention rates this low ( 92 )... Happy with things as they are still customers in the Enterprise, and pricing nearly three-quarters of Salesforce 's were... To acquire more customers and retain them much better scenario for your company strong... A curse for your business is not necessarily the same as your customer retention results on! % ( annual ) churn would be a blessing or a curse for your company and sink revenue... Revenue ( MRR ) is the percentage of customers would therefore represent a sharp loss revenue. The dotted line to getting value from your product, still using your product, they incorporate into... Learn about customer engagement drives sales, promotes branding, strengthens loyalty, and retention rate the., where businesses are dependent on retention rate in SaaS,... Any good churn rate are dependent on rate! Your inbox customer success involves more than just a couple of training sessions and regular emails asking for (. Just 6 months you 'd raise your user retention rate to keep your know! Mean a 10 % attrition rate user/customer churn and see this as “ negative churn.... About customer engagement, its utter importance to your success, and pricing lost from active cancellations and delinquent.... A B2B company — four users retained for every one churned up against industry competitors time and effort into them!