Churn, in the context of business and marketing, refers to the loss of customers or clients over a given period of time. It is a metric that measures the rate at which customers are cancelling or discontinuing their use of a product or service.

High churn rates can have a significant impact on a business’s revenue and growth, as acquiring new customers is often more expensive than retaining existing ones. Companies use churn analysis to identify the reasons why customers are leaving, and to develop strategies to reduce churn and improve customer retention. This can involve analyzing customer behavior and feedback, offering incentives to stay, improving the product or service, and addressing customer service issues. The goal of reducing churn is to maintain a stable and growing customer base, and to increase the lifetime value of customers.