Chapter 3

Could a healthy retention rate hide customers leaving?

Tỉ lệ giữ chân đẹp có đang che khách bỏ đi?

The chapter's question

What is the retention number hiding?

Big idea

An average rate can hide a group of customers leaving en masse.

In this chapter

  1. Part 3.1

    Splitting by Cohort

    Do customers who signed in the same quarter retain the same way?

  2. Part 3.2

    Splitting by Tier

    How do churn rates differ between large and small customers?

  3. Part 3.3

    Reasons for Leaving

    How do I classify churn reasons so I avoid writing 'other'?

  4. Part 3.4

    One Large Account

    How much does one large customer leaving skew the number?

The reading for this chapter is inside Conan School

This chapter has 4 readings, with case stories and exercises. Chapter 1 of The Money That Stays is free to read right here.

Read in Conan School

Chapters of The Money That Stays

  1. 1.Is retention a feeling, or is it money?
  2. 2.The software calculates it, so why should I?
  3. 3.Could a healthy retention rate hide customers leaving?
  4. 4.Is renewal forecasting science, or educated guessing?
  5. 5.Does leadership need more numbers, or fewer?