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Overview

Active Customers

Active Customers are the customers that are using your service or product right now.

If this number isn't correct please reach out to your assigned CS Manager from Churned.

Churners

Churners are the amount of active customers that have churned in the last 30 days

Average Health Score

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There are multiple factors that we use to get an average health score. This can be different per company. We have all of these factors explained so you can understand what the score means.

Definitions:

  • CSM engagement: Scores how you manage what you know about about customers.

  • Product engagement: Scores how you measure the user interaction with your product.

  • Support: Scores about how often customers service is requested (this may vary per business depending on this being positive or negative).

  • Payments: Scores how many payments each customer has made.

  • Customer profile: Scores how much key information you have on you ideal customers.

  • Conversion: Scores the process of turning a prospect or website visitor into a paying customer or achieving a desired action

  • Sentiment: Scores an organization on pinpoint customer opinions and feelings about their business, products or services.

Churn Loss

Churn loss is the total loss in yearly revenue due to customers that have churned in the last 30 days.

Average Rate of Return

The Average rate of return (ARR). How much yearly revenue can you expect based on your current subscriptions or contracts.

Health Levels

The health levels are divided in 3 different levels:

  • Healthy

  • Neutral

  • Unhealthy

The numbers displayed under these levels are based on the amount of active customers you have.

If you click on the number you will be send to the customer page where you will be able to see all of the customers that are either healthy, neutral or unhealthy.

Cohort Analysis

A cohort plot with retention rate as the KPI visually represents how many customers continue with their subscription on the product over different periods. Each row represents a cohort of customers grouped by their start period (e.g., the month they signed up), and each column shows the retention rate for that cohort during subsequent periods.

Key Components:

  • Cohort Identification: Rows indicating groups of users who started using the service in the same period.

  • Time Intervals: Columns representing time periods (e.g., months) after the initial subscription.

  • Retention Rate: The percentage of the original cohort that continued to use the service during each subsequent period.

This analysis helps identify patterns in retention, assess customer loyalty, and inform strategies for improving retention.

The Cohort analysis is divided into: 🗓️ Per Month 🛒 Per Order (only if applicable)

Switches - Retention - LTV (Life Time Value)

Cohort plot - Retention rate per month

The visual below represents a cohort plot with retention rates as the primary values within the graph. Underneath the graph, you'll find two additional metrics: the average retention per month and the average drop-off rate as customers transition from one month to the next. These metrics provide insights into customer retention trends and highlight where the most significant drop-offs occur.

This Cohort Analysis is focused on retention per month.

Each row shows the initial number of customers who either placed an order or began a subscription in that month, followed by the retention percentage, that is calculated based on how many of those customers continued their subscription or made another purchase the following month.

Cohort plot - lifetime value per month

This Cohort Analysis is focused on LTV per month.

It's set up just like the customer retention analysis. Instead of showing the percentage of returning customers, it shows the average total amount of money those retained customers might spend over their relationship with the business. It's important to remember that this LTV calculation is based on how many customers you keep over time.

Cohort plot - retention rate by order

The Cohort Analysis per order will display what percentage of customers you retain after they have placed an order.

For each month, it displays the number of customers who placed an order and tracks their subsequent retention. This reveals how many customers return to make another purchase or maintain their subscription after their initial order.

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