Churn

What is customer churn?

In subscription businesses, churn is explicit: the customer cancels. In retail or e-commerce it is silent: purchases slow down, then stop. Warning signs include fewer visits, lower email engagement, smaller baskets or a longer gap since the last order. Spotting these signals early is what makes churn preventable; here is how to reduce customer churn in practice.

Every lost customer takes future revenue with them, and replacing them costs more than keeping them. Reducing churn protects customer lifetime value and makes growth more predictable.

Actito's predictive scoring estimates each customer's churn probability (scores tables), and the Activation matrix shows which contacts are drifting into inactivity. Ready-made scenario templates, such as anti-churn and inactivity journeys, let you act on these signals with the right message on the right channel.