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Customer churn (customer
attrition)
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Customer
churn, also called customer attrition, is the number of paying
customers who fail to become repeat customers. In this context, churn is a
quantifiable rate of change that occurs over a specified
amount of time. 
Organizations
strive to measure, understand and minimize customer churn because the cost of
acquiring new customers is significantly higher than the cost of customer
retention. Churn
can be voluntary or involuntary.
When customer churn is voluntary, it is
the purchaser who makes the decision to stop buying the product or service.
This may be because the customer no longer has a need for it or has decided
to purchase the product or service from another vendor. Voluntarily churn is
often caused by the customer's perception that the vendor's products to do
not align with the customer's needs and/or values.
Customer churn can also be involuntary.
In this case, it is the seller who decides not to continue a business
relationship with the customer. Typically, this type of customer churn occurs
because the customer has not met previous financial or logistical
responsibilities.
If sales representatives and marketers
can understand why customers churn, they can provide other stakeholders
within the company with insight into how the organization's products and
services can be improved.
Calculating churn rate
Customer churn
rate measures the number of existing customers who fail to come back during a
designated time period, as well as new customers who have been added during
the designated time period but fail to make a repeat purchase.
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April is the official month for:
- From thebalancecareers.com
The following
events, industries, causes and emotions (yes, emotions) are observed all month
long in April unless otherwise indicated. Even cannabis (fast becoming
legalized), Florida tomatoes, celery, and soft pretzels are honored,
beginning April 1 through April 30—every year.
- African-American Women's Fitness Month
- Alcohol Awareness Month
- Amateur Radio Month
- American Cancer Society Month
- Asian/Pacific American Heritage Month
- Black Women's History Month
- Bowel Cancer Awareness Month
- Celebrate Diversity Month
- Community Service Month
- Confederate History Month
- Distracted Driving Awareness Month
- Financial Literacy Month
- Fresh Florida Tomato Month
- Irritable Bowel Syndrome Awareness Month
- Jewish-American Heritage Month
- Keep America Beautiful Month
- Lawn and Garden Month
- Mathematics Awareness Month
- Month of the Military Child
- National Autism Awareness Month
- National Better Hearing and Speech Month
- National Canine Fitness Month
- National Cannabis Awareness Month
- National Car Care Awareness Month
- National Child Abuse Awareness Month
- National Couple Appreciation Month
- National Deaf History Month (March 13 to April 15)
- National Decorating Month
- National Donate Life Awareness Month
- National Fair Housing Month
- National Food Month
- National Fresh Celery Month
- National Garden Month
- National Humor Month
- National Internship Awareness Month
- National Inventor's Month
- National Jazz Appreciation Month
- National Landscape Architecture Month
- National Medical Laboratory Professionals Week (last full week in April)
- National Mental Health Month
- National Month of Hope
- National Multiple Birth Awareness Month
- National Occupational Therapy Month
- National Older Americans Month
- National Parkinson's Awareness Month
- National Pecan Month
- National Poetry Month
- National Safe Digging Month
- National Siblings Day (April 10)
- National Soft Pretzel Month
- National Soy Foods Month
- National STDs Education and Awareness Month
- National Straw Hat Month
- National Volunteer Month
- National Welding Month
- Occupational Therapy Month
- Pets are
Wonderful Month
- Prevention of Cruelty to Animals Month
- Records and Information Management Month
- Scottish-American Heritage Month
- Sexual Assault Awareness Month
- Stress Awareness Month
- Thai Heritage Month
- Women's Health Care Month
International and One-Day Observances
Because you may
be in the business of working with internationals, we can not forget the
participation of other countries. Here are a few international honorees, as
well as some causes that are observed globally:
- April is International Guitar Month, recognized in several countries.
- Ontario, Canada recognizes April as Sikh Heritage Month.
- April is National Pet Month in the United Kingdom, although the U.S. waits until May to honor its non-human family members.
- International Pillow Fight Day is observed on April 6 in 2019.
- World Autism Awareness Day also falls on April 2 in 2019.
- World Health Day is April 7, in 2019.
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