Customer Churn Patterns
Understanding the 83.3% churn rate
Total Customers (11 years)
6,605
Churned
5,504
Still Active
1,100
14 months
Average customer lifetime
The average customer relationship lasts just 14 months. This is a critical finding because:
- 14 months is not enough time for customers to become truly loyal
- It suggests customers leave before habit formation occurs
- Customer acquisition costs are never fully recovered
Analysis shows most churn happens within the first 24 months:
85% of churn happens within the first 2 years. If a customer survives past 24 months, they're much more likely to stay long-term.
$60.82M
Cumulative revenue from churned customers
This represents what churned customers contributed before they left. It's not "lost opportunity" — these were real customers who stopped buying.
The churn data reveals two intervention points:
Early Engagement (0-6 months)
New customers need immediate attention. The relationship is fragile. A strong onboarding experience is critical.
Retention Push (12-18 months)
Customers approaching 14-month average tenure need proactive outreach. Don't wait for them to disappear.