What Is Churn Rate and Retention Rate and How Are They Calculated?

Retention rate is the ratio of customers that return to do business at your company. This differs from churn rate because churn rate refers to the number of customers you’ve lost over a time. A company with a high churn rate would, by default, have a lower retention rate.

Retention and churn rate are two important metrics that measure customer loyalty and engagement, and they have tremendous implications for businesses and their bottom line. The success of a business is often predicated on customers’ satisfaction and willingness to remain loyal to the product or service, so it’s essential to understand the difference between the two metrics, as well as the impact each can have on a business. In this blog post, we’ll explore the differences between churn rate and retention rate, how they’re measured and why they’re so important to businesses. We’ll also discuss strategies for improving customer retention and decreasing churn rate, so you can make informed decisions to keep customers loyal and engaged. Whether you’re a business owner, marketing manager or customer service professional, learning about churn rate and retention rate is an important step in understanding and improving your customer experience.

What You Should Know About Customer Retention & Churn Rate

How to calculate churn rate

Think about the time period you want to measure before you begin to calculate the churn rate. If your company is large, it might be beneficial to track the rate on a weekly basis, whereas a small business might track churn rate quarterly or annually. Take the number of customers you had at the beginning of the month and subtract it from the number you had at the end of the month, for instance, to determine your churn rate. To determine your churn rate for the month, multiply the result of that calculation by the number of customers you had when you first started.

For instance, if you had 250 customers at the beginning of the month and 200 at the end, you would use the formula (250 – 200) / 250 to determine your churn rate, which is equal to 0. 2. The 20% churn rate is obtained by multiplying the result by 100. This indicates that 20% of your customers terminated their contracts with your business for a month.

What is churn rate?

Churn rate is the proportion of customers who discontinue using a service or ceasing to do business with a particular company. This term can also gauge the number of workers who leave a company. A company can grow and increase profits with fewer process interruptions if it maintains a low churn rate. The churn rate of a subscription-based service gauges how many users decide not to renew their subscription, either before or after it expires. Customers who switch to another service or who discontinue their service with no switch are subject to the rate.

What is retention rate?

Customer retention rate measures how well a company keeps its regular customers. This figure assists businesses in gauging the success of their marketing initiatives and customer retention plans. Additionally, a higher retention rate allows your business to spend less time looking for new clients, which can increase its overall cost-effectiveness. Additionally, it can boost your revenue because clients may be more likely to keep using a service they are familiar with and confident in.

What is a good churn rate?

The size of the business and the sector in which it competes both affect the churn rate. For a company, the lower the churn rate, the better. Small businesses typically view a churn rate of about 5% per month as favorable, while larger businesses typically strive for a lower churn rate. Because consumers have more options in an industry with intense competition, the rate of customer churn may be higher.

How to calculate retention rate

Three pieces of information are required to calculate retention rate: the number of customers you had at the beginning of your period, the number you had at the end, and the number of new customers who signed up during the period. Start by deducting the number of new customers from your total at the end of the period to determine your rate. Next, multiply the result by 100 after dividing it by the initial number of customers.

You could calculate your retention rate using the following formula: (40,000 – 5,000) / 38,000, which equals 0 if you began the year with 40,000 customers, acquired 5,000 new ones throughout the year, and ended the year with 38,000 customers. 9211. This is multiplied by 100 to yield a retention rate of 92. 11% for the year.

What is a good retention rate?

The best customer retention rate is as close to 100% as possible, which indicates that a company is keeping almost all of its customers happy. A good retention rate varies depending on the size of the business and the sector it operates in, similar to churn rate. It also can depend on the age of your company. A more well-known service with a customer base that is familiar with it may have higher retention rates than one that is more recent in the market. In order to learn more about the service, more customers may test it out at a younger company’s lower rates.

Churn rate vs. retention rate

The difference between churn rate and retention rate is that the former measures the proportion of customers a company loses, while the latter measures the proportion of customers the company retains. Businesses strive to be as close to one extreme as possible in both scenarios, such as 0% churn and 100% retention. Because a high churn rate is undesirable but a high retention rate is advantageous, businesses interpret the rates differently. Both metrics can reflect customer satisfaction and assist businesses in identifying both their strengths and areas for improvement.

Tips for reducing churn and improving retention

Here are some suggestions to lower churn and increase retention:

Consider variables

Try to think about what factors might affect these numbers when calculating these rates to help you identify their cause. Take into account factors like whether customers found your business through paid advertising or through word-of-mouth. For instance, customer retention rates for subscribers who signed up for a service ten months ago may be a better indicator of effective marketing tactics than subscribers who signed up last week. By focusing on productive cohorts, adjusting for these factors can help rate calculations be as accurate as possible.

Incentivize customers

Try to provide incentives to attract and keep clients by demonstrating your company’s appreciation for them. You can use incentives like reductions, regular giveaways, coupon codes, and more. To increase your reach, text or email customers to remind them about current and upcoming promotions.

Provide strong customer service

Make an effort to make your business accessible to customers and to deliver excellent customer service when they require it. Think about quickly responding to customer queries, worries, or complaints to make them feel like their opinions matter to your company. If customers have problems with your service, think about offering them an apology and, if you can, a discount or a couple.

Use customer feedback

By sending a customer survey to them via text or email after they buy your good or service, you can find out what they think of your company. Think about requesting their opinions on your website to demonstrate the value of their input. In order to find out what people are saying about your business, you can also interact with them on your social media pages or conduct a search of other websites, blogs, or community forums. With the help of this guidance, you can alter your operations or services to better serve customers, which will increase their satisfaction and loyalty.


Is retention rate opposite of churn rate?

Churn rate vs. retention rate. The difference between churn rate and retention rate is that the former measures the proportion of customers a company loses, while the latter measures the proportion of customers the company retains.

Is churn rate the same as attrition rate?

The rate at which customers stop doing business with a company is known as the churn rate, also referred to as the rate of attrition or customer churn. Most frequently, it is expressed as the percentage of service subscribers who cancel their subscriptions within a certain time frame.

What is the opposite of churn rate?

Customer retention rate is the inverse of churn. How many of your current customers do you keep from month to month is what matters. In both cases, you focus primarily on existing customers.

What is your churn rate?

The number of customers or subscribers who stop using your service or company in a specific time frame is known as your churn rate. These customers have “churned. “.

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