--- title: "Customer churn: how to see it coming | attendo" description: "What customer churn is, why it matters as much as winning new customers, the five signs that come first and the mistake of waiting until renewal to react." url: "https://attendo.me/en/glossary/churn" lang: "en" --- # Churn: the customer loss you can see coming Also known as: Customer churn · churn rate Churn is the loss of existing customers, usually because they do not renew their contract. ## Why it matters as much as winning customers Keeping a customer usually costs less than winning a new one. And in a business built on recurring contracts, churn eats growth without anyone noticing: you can sign ten customers a year and not grow if you lose nine. ## The signs that come first 1. **A drop in activity.** The customer who used to open 20 tickets a month and now opens 3 is not happy: they are solving things some other way. 2. **Repeated unresolved issues** in recent months. 3. **Low ratings**, or no ratings at all. 4. **A new contact person.** The new one does not know you and owes you nothing. 5. **Usage well below what was contracted.** They are paying for something they do not use, and someone will notice at the next spending review. ## The usual mistake Reacting at renewal time. Once the customer has decided to leave, the conversation is about price and it is hard to win. The signs usually show up months earlier. ## In attendo With the [sales AI](https://attendo.me/en/modules/ai-crm), each customer’s health combines activity, issues and satisfaction, and a flow can alert the account owner if it drops to critical. The [contract](https://attendo.me/en/modules/contracts-and-sla) renewals report warns you as far ahead as you choose. - [attendo CRM](https://attendo.me/en/crm) ## Where it is used in attendo ### Modules - [Sales AI](https://attendo.me/en/modules/ai-crm): The AI in attendo CRM: clean, scored leads with a draft reply - [Satisfaction surveys](https://attendo.me/en/modules/surveys): Ask for feedback on closing and turn a low score into work - [Contracts and SLA](https://attendo.me/en/modules/contracts-and-sla): Scope, SLA and hour bank, measured on every ticket - [Marketing and prospecting](https://attendo.me/en/modules/marketing-and-prospecting): Campaigns, prospecting and leads that flow straight into the CRM ### Industries that use these modules - [Consulting and professional services](https://attendo.me/en/industries/professional-services) - [Facility maintenance and services](https://attendo.me/en/industries/facility-maintenance) - [Compliance for consulting firms](https://attendo.me/en/industries/compliance) - [Hospitality, retail and multi-site](https://attendo.me/en/industries/multi-site-operations) - [And any other business](https://attendo.me/en/industries) ## Related terms Sales and customers ### Customer profitability Account profitability Customer profitability is the difference between what you bill an account and what it costs you to serve it. Support and service ### Reopened ticket Ticket reopen A reopened ticket is a closed ticket that is opened again because the fix was incomplete or the problem has come back. Support and service ### SLA Service level agreement An SLA (service level agreement) is the written commitment, usually part of a contract, on how quickly you will respond to and resolve a customer’s tickets. ### On the blog #### How not to lose a contract renewal Losing a customer on price hurts. Losing one because you forgot has no excuse. The contract renews itself year after year, until one day the customer gives two months’ notice and there is nothing left to discuss. 4 min read [See all 53 glossary terms](https://attendo.me/en/glossary) ## Shall we look at it with your data? We will show you how what you just read works in attendo, with your own assets, tickets and customers. If it is not a fit, we will tell you. - With your operation, not a generic demo - A real person from our team replies - No cold calls afterwards Would you rather talk first? - Phone [+34 910 053 530](tel:+34910053530) - Email [sales@attendo.me](mailto:sales@attendo.me) - Monday to Thursday 9:30 AM to 6:30 PM and Friday 9:30 AM to 2:30 PM (Spain time)