Fig. 01 · Glossary
Churn Rate
Also known as Customer Churn, Revenue Churn
Definition
Churn rate measures lost customers or lost recurring revenue over time. Customer churn counts logos; revenue churn counts dollars. The distinction matters because losing one large account can damage enterprise value more than losing several small customers.
Churn is not only a customer-success metric. It is a product, sales, delivery, onboarding, pricing, and expectation-setting metric.
In diligence, churn analysis should be cohort-based and segmented by customer type, contract size, acquisition channel, and implementation model.
Human Renaissance glossary · operator-grade definitions · Research methodology
