How to Reduce Churn Rate: 12 Best Customer Retention Strategies

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Jul 25, 2023

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9 min read

Running a successful business can often feel like trying to fill a leaky container. No matter how many customers you attract, there always seems to be a percentage that slips away. This phenomenon is known as customer churn, and it poses a significant challenge to sustainable growth for brands. The rate at which customers leave your business is closely tied to their satisfaction levels. If your customers are unhappy with their experience, your churn rate is likely to increase. However, by taking the time to understand the underlying causes of customer churn, you can implement effective strategies to reduce it.

In this article, we will define customer churn and explore in-depth the various factors that contribute to it. Furthermore, we will provide you with five actionable tips and customer retention strategies that can help you reduce churn and create a loyal customer base. By implementing these strategies, you can create a positive customer experience, improve satisfaction levels, and ultimately drive the long-term success of your business.

What is Customer Churn?

Customer churn, also referred to as customer attrition, is a critical metric that measures the number of customers who discontinue using a product or service within a specific timeframe. This churn rate is expressed as a percentage of the total customer base and is a key concern for businesses in the technology sector.

In the tech industry, customer churn can manifest in various ways depending on the business model. For subscription-based companies, it signifies customers who have chosen to terminate their subscriptions. Alternatively, for tech retailers, a customer may be considered “lost” if they haven’t made a repeat purchase within a defined period.

High customer churn rates pose a significant challenge for brands and technology companies as they directly impact revenue. Understanding the underlying causes of customer churn and identifying at-risk customers is crucial in reducing churn and maximizing customer lifetime value.

What is Customer Churn Rate?

Calculating your churn rate is a crucial step in understanding customer attrition and its impact on your business. To determine your churn rate, you can use a simple formula:

Churn Rate = (Number of customers lost / Total number of customers at the start of the time frame) x 100

Let’s consider an example to illustrate this calculation. Suppose you begin a month with 1,000 customers, and over the course of that month, you lose 250 customers. To calculate your churn rate for that month, you would divide the number of lost customers (250) by the total number of customers at the start of the time frame (1,000), and then multiply the result by 100.

Using the churn rate formula:
Churn Rate = (250 / 1,000) x 100
Churn Rate = 0.25 x 100
Churn Rate = 25%

In this example, your churn rate for the month would be 25%, indicating that 25% of your customer base discontinued their relationship with your business during that period.

What is Customer Retention Rate?

Customer retention rate can be described as the percentage of existing customers who remain loyal to the brand/service/product past a certain time frame.

Knowing your customer retention rate is certainly useful as it helps you to understand what keeps the customers coming back to your company better. Not only that, but it also can bring in opportunities that can help you improve customer service.

It helps you understand what works and what doesn’t. Once you have a grasp on the concept of how efficiently or poorly your company is able to retain its customers, you can plan to increase your CRR.

What is a Good Churn Rate and Why Does it Matter?

A churn rate is the percentage of customers who stop doing business with a company over a period of time. A good churn rate will vary depending on the industry and the business model, but a 5% churn rate is generally considered to be a good target.

There are a number of reasons why customer churn matters. First, it can be expensive to acquire new customers. The cost of acquiring a new customer is typically 5 times more than the cost of retaining an existing customer. So, if you have a high churn rate, you are constantly spending money to acquire new customers, which can eat into your profits.

Second, in DTC marketing, customer churn can indicate that there is a problem with your product or service. If customers are leaving your business, it is important to understand why they are leaving so that you can address the issue.

Third, customer churn can lead to a loss of revenue. If you have a high churn rate, you will be losing out on repeat business from your existing customers. This can have a significant impact on your bottom line.

Here are some additional points to consider:

  • 1. A high churn rate can be indicative of poor customer service. If customers are leaving your business because they are unhappy with your customer service, you need to take steps to improve your service.
  • 2. Returning customers are your most valuable source of revenue. Once a customer has made a purchase, the chance of them returning to your store increases significantly. So, it is important to focus on retaining your existing customers.
  • 3. Reducing customer churn by even a couple of percentage points can translate to massive revenue gains for your business. So, it is worth investing in strategies to reduce your churn rate.

Why Does Churn Happen?

There are many reasons why customers churn, but some of the most common include:

  • Price: If your product or service is more expensive than a customer is willing to pay, they’re likely to look for a cheaper alternative. This is especially true if the customer has experienced a “price shock” after signing up for a subscription plan at a significant discount and then seeing the price increase to its regular rate.
  • Poor onboarding process: Subscription and SaaS companies need to make it easy for customers to get started and understand how to use their products or services. If the onboarding process is too complicated or confusing, customers are more likely to churn.
  • Lack of engagement with complaints/customer feedback:Customers want to feel like their feedback is valued and that their concerns are being addressed. If you don’t respond to customer complaints or feedback, they’re likely to take their business elsewhere.
  • Poor customer service: Poor customer service is a major turn-off for many customers. If your customer support team is unresponsive or unable to resolve issues promptly, customers are more likely to churn.

Strategies to Improve Your Churn Rate

  • Listen to Your Customers:
    Focus your efforts on retaining the customers who are most profitable for your business. Identify your most profitable customers, track their usage and engagement, reach out to them regularly to offer support and discounts, and make sure they’re satisfied with your product or service.
  • Proactive Communication:
    Reach out to your customers before they need you, and provide them with resources and support to help them get the most out of your product or service. Send welcome emails and onboarding materials to new customers, share product updates and new features with existing customers, ask for feedback regularly, and respond to customer inquiries promptly.
  • Roadmap For New Customers:
    Help new customers get started with your product or service by providing them with a clear roadmap of features and functionality. Create a clear and concise onboarding process, provide step-by-step instructions for using your product or service, and offer resources and support to help new customers get started.
  • Offer Incentives:
    Give customers a reason to stick around by offering them discounts, promotions, or loyalty programs. Offer discounts, promotions, or loyalty programs to encourage customers to stay, give customers a reason to renew their subscriptions, and reward customers for their loyalty.
  • Feedback:
    Collect feedback from your customers early and often to identify and address any issues that may lead to churn. Send surveys to customers to get their feedback, set up a feedback forum or chatroom, and ask customers for their thoughts on new features or products.
  • Churn Analysis:
    Use data from churned customers to identify the signs of customer dissatisfaction so you can prevent churn from happening in the future. Track customer churn rates, identify the reasons why customers are churning, and take steps to address the issues that are causing churn.
  • Maintain the Competitive Streak:
    Keep your product or service up-to-date with the latest trends and technologies to ensure that your customers are satisfied with their experience. Keep your product or service up-to-date with the latest trends and technologies, offer features that your competitors don’t have, and make sure your customer service is top-notch.
  • Customer Service:
    Empower your customer service team to solve problems and make things right for customers, even if it means spending money to do so. Be responsive to customer inquiries, solve problems quickly and efficiently, and go the extra mile to make customers happy.
  • Community:
    Build a community around your product or service to create a sense of loyalty and belonging among your customers. Create a forum or online community for your customers, host events and meetups for your customers, and share customer stories and testimonials.
  • Dedicate customer success managers (CSMs):
    Provide your most valuable customers with dedicated CSMs who can help them get the most out of your product or service. Assign CSMs to your most valuable customers, provide CSMs with the resources they need to help customers succeed, and track customer satisfaction with CSMs.
  • Focus on the right customers
    Make sure you’re attracting the right type of customers who are a good fit for your product or service. Define your target customer persona, market your product or service to the right people, and make sure your product or service is a good fit for your target market.
  • Long-Term Plans
    Offer long-term subscription options or extended access to your product or service to give customers a reason to stay. Offer long-term subscription options, give customers extended access to your product or service, and provide incentives for customers to renew their subscriptions.

In Conclusion


Customer churn is a costly problem for businesses of all sizes. By following the tips in this article, you can reduce your churn rate and improve customer retention. Focus on creating a great customer experience. This means providing excellent customer service, listening to customer feedback, and staying up-to-date with the latest trends and technologies. Identify your most valuable customers and focus your retention efforts on them. These are the customers who are most likely to spend money with you and refer other customers to you. Use data to track your churn rate and identify the reasons why customers are churning. This will help you to target your retention efforts more effectively.

Saffron Edge can help you to reduce your churn rate and improve customer retention. We offer a variety of services, including customer surveys, customer feedback analysis, and churn prevention strategies. To learn more about how Saffron Edge can help you, visit our website or contact us today.