Actionable Metrics Framework in Lean Software Product Development by Huong Ngo

Author:Huong Ngo [Ngo, Huong]
Language: eng
Format: epub, mobi
Published: 2017-06-25T07:00:00+00:00

Churn rate: fraction of customers in a period that failed to engage with the product.

Retention rate and churning rate are interrelated.

Churn rate = (1 – retention rate) x 100 (%)

Therefore, you can choose either retention rate or churn rate or both. Retention rate represents how good your customer stickiness is. Whereas churn rate demonstrates how badly your customer stickiness is. Choose one of them as your taste (i.e. which motivates you better to make actions to improve). I would prefer using churn rate. Therefore, from now on in this book, churn rate would be used as referring to customer stickiness.

Example of churn rate:

No. of customers

January

February

March

April

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