Glossary → Churn rate
The rate at which customers stop using or paying for a product over a given period.
Churn rate is the percentage of customers, or revenue, that a business loses over a period. It is the mirror image of retention and one of the most important measures of a subscription business's health, because growth is far harder when customers leak out the bottom.
Churn is often competitive. Customers leave because a rival launched something better, cut a price, or simply showed up at renewal with a sharper offer.
RivalDesk watches the competitor moves that drive switching, pricing cuts, new features and aggressive campaigns, so you can get ahead of the conversations that lead to churn.
RivalDesk puts a team of AI analysts on your competitors so the concepts in this glossary become a weekly briefing, not a research project.