What Is Customer Churn-and Why It Matters
Customer churn, sometimes called attrition, is the percentage of customers who stop doing business with you in a given period. In a subscription model, it usually means someone cancels their plan. In e-commerce, it may mean a customer hasn’t returned to buy again within a set time frame.
Churn matters because it directly affects revenue. When customers leave, you lose not only the income they bring but also the opportunity for upsells, cross-sells, and referrals. Acquiring new customers is often far more expensive than retaining existing ones, which makes churn one of the most important metrics for any business to monitor.
How to Measure Churn 🙌
1. Pick a Time Frame
This quarter, we hit another massive milestone — we earned more than we spent. Yes, you read that right. For the first time in our journey, FunnelStory became operationally profitable.
As any founder knows, this moment is hard-won. It’s a milestone we’ve been working toward for several quarters. We’ve been obsessive about aligning customer wins with a lean, sustainable cost structure. Our burn multiple kept improving, and that focus is now powering a healthy, scalable growth engine.
Recognized Among Giants 🏆
We kicked off this quarter with a recognition that frankly still gives me goosebumps. Winning By Design’s annual research named FunnelStory as the #1 AI Solution for Post-Sales — ahead of established players like Gainsight, Totango, and ChurnZero. To earn that title in just three years since we started this journey... it’s beyond what we dreamed.
When Arun, Preetam, and I started FunnelStory, we were driven by a simple but bold mission: To help customer success and revenue teams achieve 3X productivity, reduce surprise churn by over 90%, and cut cognitive workload across the enterprise by 50% — by combining structured and unstructured data in one intelligent platform.
Three years later, it's clear that the industry is beginning to believe in that mission too.
What’s Next?
We’re just getting started. The category is new, the potential is massive, and our commitment is stronger than ever.
If you're curious about how Customer SuperIntelligence can change your revenue and success strategy — or just want to chat about what we’re building — I’d love to hear from you. Drop me a message on LinkedIn or write to me at [email protected]. Here’s to building the future, – Alok
