Glossar
Customer Churn
The rate at which customers stop using or paying for a product over a given time window.
Churn is usually measured as customer churn (logos lost divided by logos at start of period) and revenue churn (ARR lost from cancellations and downgrades). Net revenue retention adds expansion back in — a healthy SaaS business typically has single-digit monthly revenue churn and NRR above 100%. Churn compounds: a 5% monthly churn rate loses nearly half of any cohort in a year.
The causes of churn are usually segmented into product fit (wrong customer acquired), value (customer never realized ROI), and competitive (switched to an alternative). Each cause points at a different fix: tighter ICP, better onboarding, or stronger differentiation. Churn post-mortems — combined with win-loss — are a gold mine of competitive and product intelligence.
Warum es wichtig ist
You cannot outrun churn with new sales forever. Reducing churn is usually the single highest-ROI activity in a mature SaaS business.
Verwandte Begriffe
Product-Market Fit
The point at which a product clearly serves a real market need, demonstrated by strong demand, retention, and organic growth.
Net Promoter Score (NPS)
A metric that measures customer loyalty based on the likelihood of recommending a product on a 0–10 scale.
Voice of Customer
The disciplined capture and synthesis of customer feedback across every channel, used to drive product and GTM decisions.
Customer Segmentation
Dividing the customer base into groups that share meaningful behaviors, needs, or economics.
Win-Loss Analysis
A structured review of why deals were won or lost, typically combining rep notes, buyer interviews, and CRM data.