When customers churn, that’s a problem.
Even if their churn was “unavoidable” it still hurts.
Churn hurts on several levels: from lowering revenue to hurting employee morale.
And churn means something happened to the customer (out of business, acquired, etc.) or – and MUCH more likely – they didn’t achieve their Desired Outcome through their interactions with your company.
In order to avoid churn in the future, we need to learn from the churn that has occurred in the past.
Which means every former customer must have a reason associated with them.