The customer churn is a common measure of lost customers. The telecommunications industry started gauging its customer churn rate long ago, which has since been adopted by many service industries. Specifically, the term refers to the percentage derived by dividing deactivated customers by total customers. A typical churn rate for larger service companies falls in the low single digits, and a two percent change in churn rate can realistically translate into six months of additional service per customer. So measuring churn rate and the factors that lead to customer churn can be critical to the health of a company. If you are like most companies, you probably know what your churn rate is, but do you know which key factors are affecting customer churn and to what degree?

With well over a decade of experience in creating and revising large-scale marketing research survey programs for customer churn, Polaris can definitely help.

Utilizing survey research, Polaris specializes in helping companies measure and understand the factors that affect customer churn so that they can take actions to achieve a lower churn rate. There are many types of surveys to help you better understand your customers throughout their lifecycle. But lost customer research is the best approach for decreasing your churn rate, because former customers can tell your how your company is currently performing on the key drivers of customer churn. By conducting customer churn research, you can gather key information such as when and why your customers left your company, what (if any) competitor they selected and why.

Contact us to learn more about lost customer/churn research.