average churn rate by industry

If you are an admin, please authenticate by logging in again. And if you find that it is going down, your product team could take necessary actions to bring it back up. Encourage mental health days to allow workers to rest, recuperate and stave off. For churn rates,the lower the better. Rather than looking at the averages of each industry, it makes more sense to look at median values. Create a positive work environment by automating safety procedures and saving time for your employees. Millennials in particular crave more flexibility in their day-to-day roles. One 2016 study found that Enterprise SaaS companies have an average contract value that is greater than $100,000. On average, the SaaS industry experiences an annual churn rate of roughly 6%. Real-time data collection, on the move. 11 months. According to data from Statista, hospitality had the lowest customer retention rates at 55% and this was before the pandemic. Checking and analyzing your customer retention metrics are important to your success. The average insurance customer retention rate is 84%. Create employer-branded engagement platforms to facilitate two-way conversations between employees and leadership. An effective onboarding sequence takes customers through your products key features and doesnt leave them to figure out the technicalities themselves. Profit from the additional features of your individual account. Where E denotes the number of customers at the end of the period. Retail Trade. So how do you get customers to engage with your campaigns and programs? Take advantage of the insights into your competitor's metrics to improve your own. Compare spend and ROI to deploy your budget more effectively. Please create an employee account to be able to mark statistics as favorites. Published by Statista Research Department , Jul 6, 2022. Imagine that you are in the hotel business. This means that the average SaaS company loses approximately 5 customers for every 100 customers. Customer Churn Rates Benchmarks (4) Generally average monthly churn rates fall around 5% for B2B and 7.05% for B2C. Learn how to evolve your engagement strategy to meet the needs of your workforce in this new environment. Naturally, this results in loss of revenue and . You generate revenue during the entire customer lifecycle. The average conversion rate across all fourteen industries is 3.9%. You can start by offering personalized experiences, which increase the likeliness of interactions. For example, project management tool Scrumpy has an average MRR of $914 and sees an average monthly churn of 2.9%. |617-379-2592, Head of Global Content Strategy and Thought Leadership, Unpacking employee turnover insights for 2022. Generally, companies aim to either maintain churn rates corresponding to the industry average or lower than the industry average. We attribute this to the effective use of our decline management techniquesAccount Updater services, dynamic retry logic, dunning management, and more. You should continue with feature onboarding as your tools change so that your products stay user-friendly, have high feature adoption rates, and so prove their value to users. Mathematically, for churn rate, the formula . These companies focus oncustomer loyalty programsand expand reward possibilities. Sadly, every company, including yours, will experience churn. Facebook: quarterly number of MAU (monthly active users) worldwide 2008-2022, Quarterly smartphone market share worldwide by vendor 2009-2022, Number of apps available in leading app stores Q3 2022, Profit from additional features with an Employee Account. We found that 66% of Recurlys customers experienced decreases in their overall churn rate compared to the previous year. Industry: Turnover Rate: Reasons for Turnover: Technology: 18.3%: . Send out frequent pulse surveys to gauge employee morale and encourage feedback. The data tells a clear story: The average churn rate for SaaS companies landed around 4.8%, with upper and lower quartiles of 8.5% and 2.9%, respectively. It's equivalent to 61% yearly churn. Since the choices you give the target audience are less. To reduce turnover in tech, try the following: hbspt.cta._relativeUrls=true;hbspt.cta.load(269141, '1e01663e-e843-44f3-89c3-be0a0f22ebce', {"useNewLoader":"true","region":"na1"}); Pay isnt always the key to keeping people happy and reducing turnover. Knowing what the average customer retention rates by industry are and what affects them is essential to tweaking your retention strategy. So, while comparing your rate, you should choose the median rate that corresponds to the type of SaaS company you are. The involuntary churn number excludes sites that may choose to leave a subscription active despite declined payments. These loyal customers will keep paying for their subscriptions, so you can be sure that youll have some cash flowing in. names are trademarks or registered trademarks of their respective holders. Choosing one is like picking a needle from a haystack. So, if you acquire new customers during the month, you cant include them in your net revenue churn calculation. Workers continued going into the workplace to perform demanding work during a stressful time. Employee churn rate is calculated by dividing the total number of employees who resigned within a period by the total number of employees in that period. That's whereretention softwarecomes in. Voluntary churn benchmark is 4.8%; involuntary churn is 1.73%. Use of them does not imply any The companies reported an average monthly churn rate of 3.2% which is 32.3% annual churn rate. Thats because media companies focus on large customer volumes. Companies that turn customer success into an operational philosophy deliver value in every interaction with their clients, thus increasing the retention rate. Churn tends to be seasonal, mirroring the school year. Step 3: Finally, we will calculate the churn rate by dividing the value from step 1 by step 2. Yet they generate an average of five times more revenue than the other customers. Offer advancement opportunities by making succession planning a part of performance reviews and by visibly promoting from within. Churn is a metric that shows customers who stop doing business with a company or a particular service, . To put that in perspective, a stereotypically 'good' churn rate is considered to be 3% or less, though this varies across industries. One is against yourselves and the second one is against your competitors in the same industry. By constantly working on your customer retention strategies, you can improve your bottom line and cut marketing costs substantially. Other tech-related industries such as IoT and Media & Entertainment seem to have similar numbers, polling at 5.88% and 5.23% respectively. Show publisher information Analyze the reason behind your churn rate, implement the strategies above, and develop lasting relationships with your users. The median customer churn rate of all SaaS companies includes a voluntary churn rate of 3.73% and an involuntary churn rate of 1.06%. What is a good rate of customer retention? Can you get your churn rate even lower than your industrys benchmark? It's equivalent to 61% yearly churn. Increase on-site visibility of senior leadership or work-from-home leaders so employees wont feel isolated from higher-ups. SaaS has a low median customer churn rate compared to other industries. Develop analytical superpowers by learning how to use programming and data analytics tools such as VBA, Python, Tableau, Power BI, Power Query, and more. A high rate isn't always an indicator of the company's health. The retention rate of insurance companies depends on many factors. Annualised, that's equivalent to 61% churn - 12 times higher than the "ideal" 5%. Net revenue churn is the percentage of revenue you have lost from existing customers in a given time period. Receive our most popular articles in your inbox every other week for employee engagement best practice and inspiration, Were obsessed with data security, so were ISO 27001 certified, Reward Gateway IntegrationsOpen API | Yapster | Amazon | MS Teams | Slack | All IntegrationsTopics, Employee Reward and Recognition Program | Employee Incentive Program | Employee Experience Platform | Social Recognition | Corporate Rewards | Internal Communications App, Copyright 2022 Cookie Policy | Privacy Notice | Site Map, 600+ Reward Gateway people in:Boston | Chicago | London | Melbourne | Plovdiv | Rochester | Sofia | Sydney, Reward Gateway is located at 141 Tremont Street, Boston, MA, 02111. Create reports to understand what drives the highest quality leads. Retail workers undergo long shifts in stressful public-facing work environments. To reduce customer churn, telecom companies need to predict which customers are at high risk of churn - GitHub - Manoj15/PGD . To calculate the customer retention rate, take: E = the number of . SaaS Jones and the Temple of Churn. In fact, some employee churn is healthy, according to a recent report. For SaaS, a good monthly churn rate is around 4.80%. So, your customer service team should be available and easy to reach. With the growth of online shopping, customers are bombarded with options, discounts, and similar products, which accounts for the low retention rates. cookielawinfo-checkbox-others. Throughout the pandemic, major financial institutions kept branches open for customers and call centers operational. Decreasing customer churn by just 5% can increase profits by 25 to 95%. They would have different goals, customer journeys, pricing models, sales processes, target markets, and even different average contract values. The Media & Entertainment industry is a close second, with a median churn rate of 5.23%. Conversion rate varies across all industries. 94306. Turn your existing customers into raving promoters by You can pay more in hopes that people will stay, but this isnt guaranteed to work. I should tell you that a 100% customer retention rate is far from reality. The Media & Entertainment industry is a close second, with a median churn rate of 5.23%. Chatbot for website. Chloe is the Head of Global Content Strategy and Thought Leadership at Reward Gateway. On the other hand, involuntary churn rate is a proportion of customers who terminate their subscriptions due to some unavoidable circumstances (e.g., relocation). Consumers in the retail industry are virtually bombarded by a variety of choices. Image via Baremetrics. Healthcare workers have witnessed the stress and trauma of the pandemic firsthand. Promise! For example, retail only has a 63% retention rate, making their churn rate a whopping 37% on average. To maintain an above-average customer retention rate, you need to know average customer retention rates by industry. And by the end of 2021, the streaming platform achieved an industry-low churn rate of 2.2%. However, even having a churn rate of 10% is bad because that would mean you're replacing what equates to your customer base every 10 months. The same research found that B2B SaaS companies have a lower median churn rate, 4.67%, compared to B2C SaaS companies, with a median churn rate of 5.06%. How much do your customers rely on your services? Employ a customer feedback tool orform builder app, and create an engagingcustomer feedback survey. On the other side of the same coin, 73%of new app users churn within the first seven days. For example, if I tell you the customer churn for ABC Company is really high, it is because the customer retention rate for the same company is very low. Swift, easy, secure. And how would you do that? With real-time reports and data dashboards, SurveySparrow helps you do all that and more. The customer churn rate is calculated by dividing the number of customers left in a given period by the total number of customers at the beginning of a given period. In addition, it is economical since referred customers boast the lowest acquisition costs. That's why thriving toward dependency can be highly important for increasing the revenue. What may be a high retention rate for one industry could be a failure for another. Also, customer feedback software like SurveySparrow helps you capture and respond to customer feedback from multiple touchpoints. While 84% of buyers want to know how you treat customers, 70% also want to know if you treat your employees well. Premium Statistic U.S. app launch growth rate 2016, by industry; But the statistics show that retention strategies pay off in the long run. That said, the more specialized the service, the fewer new customers you can expect. The study period ran over 19 months (January 2021 to July 2022). The customer retention rate for fintech apps stands slightly below the average at 37%. Ouch! Business & Professional Services, and Healthcare-have an average churn rate of 5.8%. There are two ways to analyze benchmark retention: against yourself and against other companies within your industry. Provide access to on-demand videos and articles that support employees physical, financial and mental wellbeing. A tourist lands in your country. Are you interested in testing our corporate solutions? The mathematical formula is . Voila! Different industries have different factors that influence churn behavior. Please enter a valid Email ID. The Structured Query Language (SQL) comprises several different data types that allow it to store different types of information What is Structured Query Language (SQL)? You need to have a clear understanding of what success looks like for your clients. While the retention rate for the banking industry is a fraction lower at 75%. To prioritize the wellbeing of your employees, try the following: Dont try to prevent the inevitable ups and downs of the finance industry. You may know the overall average (47.2%), but the context of your industry likely completely changes the way you should consider your annual numbers. Identify the type of churn thats happening. In this article, you'll learn top industries' retention benchmarks that give you valuable insight into building your retention strategy. Workers in this industry were unable to work from home like other industries. In, Aspect. Business churn rates vary widely, and minimizing churn is key to the growth and long-term success of any subscription business. The average three-month user retention rate of mobile apps worldwide stood at 29 percent with a 71 percent churn rate. Those companies with low ARPUs see much higher churn than those with larger ARPU. Help employees feel more valued at work through more frequent. If you wanted to know your monthly net revenue churn, however, more factors would be included in the calculation. This was partly due to factors beyond the companies control like the scramble to adjust to remote learning and network issues. Step 1: Firstly, determine the total number of customers receiving company services. It may also mean that youre not targeting the right customers in the first place. 2023Privacy PolicyTerms of ServiceSitemapGDPRDPACCPASurveySparrow Inc., 2345 Yale St FL 1, Palo Alto, CA The reason is high customer satisfaction. Recurly has compiled comprehensive data on churn, based on a sample of over 1,500 sites over 19 months, to provide benchmarks. One of the most pressing issues is high churn rates. As Managing Editor, Emily looks after the Reward Gateway blog kingdom and produces content to inspire, educate and inform our readers. When we started what would become CustomerGauge in 2007, our purpose was to help improve customer retention by reducing customer churn a pain point felt by B2B companies in industries from consumer packaged goods to manufacturing.. Many Shopify subscription apps will calculate this for you using the same methodology. A 100% retention rate is always good. Table 16. . With real-time reports and data dashboards, SurveySparrow Inc., 2345 Yale St FL 1, Palo Alto, CA For SaaS companies, customer success is the top customer retention factor. To calculate your monthly customer churn rate, you need to know the number of customers you have at the beginning and end of the time period. Average churn rates for subscription services are estimated at around 6-8%. And thus needs a lower comparable churn rate than the latter in order to experience positive growth in revenue. You can also create loyalty programs that reward your customers for staying with your brand for a long time. Crucially, these findings are backed-up by a few other data sources. Even though they may have a hard time personalizing their products, these companies have large marketing and retargeting budgets, keeping the retention rate at a high level. More than two-thirds of SaaS companies had an annual churn rate of 5% or more in a given year. . Do you want an example to get a clearer idea? With higher customer acquisition costs than any other industry, the Insurance sector has to be daring enough to go beyond average retention programs to minimize the damage caused by customer churn. To improve a metric, you should first know what it means, what it measures, and how its calculated. . Whatever is in between varies by the industry. General rule: the lower the churn rate, the better. So if you dont stand out throughout the customer experience journey, youre invisible. For the uninitiated, the churn rate refers to the percentage of subscribers of a service who discontinue or withdraw from the subscription over a period of time. Here are the average turnover rates in the top five industries, the unique challenges each faces and steps employers can take towards improving employee retention. Employee churn rate indicates how frequently the companys employees quit their jobs within a given period. Whats the average customer retention rate by industry? Provide workers with an Employee Assistance Program (EAP) so they have a place to unload their day-to-day stress and receive valuable consultations. This happens when your existing customers purchase add-ons, upgrades, and cross-sells and generate revenue, which exceeds the revenue you had lost to canceled subscriptions. But here are some guidelines. The customer retention rate for fintech apps stands slightly below the average at 37%. Meanwhile, the number of leads in this industry is extremely high. HelloTeam. . For all these reasons, all companies, especially those that are in the early stages of development, should keep an eye on their churn rates. If you want to make your mark and be set apart in your industry, you need to up your game with these, The retail customer retention rate currently stands at 63%. In addition to day-to-day problem solving, focus on a bigger perspective. Some companies average churn somewhere between 2-4%. Signup for Free14-Day Free Trial No Credit Card Required No Strings Attached, 14-Day Free Trial No Credit Card Required No Strings Attached. Get full access to all features within our Corporate Solutions. affiliation with or endorsement by them. Voluntary churn indicates customer dissatisfaction, while involuntary churn points to payment issues. She cant live a day without coffee and plays her music at full blast. . This 10% difference between the top companies and the norm implies a massive loss of potential revenue. Thats because customer retention rates differ for different businesses according to the industry they are working in, and the size of your company. But if you are a start-up and you are comparing yourself with a giant MNC in your industry, you are going to worry yourself to death! Bonus: Get access to free templates and tools to help you grow. Offer mental health days and bring employee wellbeing opportunities to staff. Request demo. With higher customer acquisition costs than any other industry, the Insurance sector has to be daring enough . Compared to other top examples, the retention rate in the retail industry is fairly low. You will lose a few customers, no matter what you do or how much you try. Seasonality also plays a factor in customer churn rates, especially in Education when the academic year starts and ends at specific times. This is because the high churn rates experienced by some companies may skew the average, giving you an inaccurate understanding of the regular company. For example, a consulting company is likely to see a significantly lower churn rate than a fast-food restaurant. Increase productivity, grow together. For small to medium-sized businesses (SMBs), which typically bill monthly, you'll see a churn rate between 3 and 7%. When you are putting a benchmark, you should define it against what you are comparing. Accordingly, your earnings directly depend on how long they stay with you. Start free. With lower prices for the subscriber, on average, B2C purchases present fewer cost risks compared to higher-priced B2B purchases. Whats more, updates based on feedback from power users can significantly help the product scale and drive user loyalty without spending a dime. Besides high-quality content, algorithm recommendations, and email reminders, recognizing that there is churn in . Schedule employees for shorter shifts and offer longer (or shorter, more frequent) breaks to help them return to work feeling refreshed. If you want to make your mark and be set apart in your industry, you need to up your game with these customer retention tips. The more the customer relies on you, the harder it is for them to leave or switch to another service provider without financial losses and downtime. The quit rate increased by 36.28% in the last 5 years (2014 - 2019), reaching an all-time high of 58.6% in 2019. There you have it! Now while its essential to be aware of alarmingly high churn rates, you need to have a benchmark that you can constantly compare your churn rate with. The monthly revenue churn on the other hand ranges from 6% to 8% for most startups according to these statistics. Banks excel at customer satisfaction tactics. October 5, 2022. Workers put themselves at risk of infection to treat others, spending much of the pandemic isolating from family and working long hours. Compared to Baremetric's open data, it's slightly lower but still far away from the BVP's reported 5-7% Annual churn rate. That's why it's imperative to compare your retention rate to similar companies and niches rather than strive for a certain number. By learning what your industry's retention benchmarks are, you can make the most out of your competitors' experience and propel your company to the top spots in your niche. Focusing in on the SaaS industry, overall monthly churn rates were slightly lower, at 6.19%, with a B2B vs B2C breakdown showing rates of 6.15% vs 6.93% . 2. of your fragmented spreadsheets and dashboards. You can also measure revenue churn, which shows you the amount of revenue your company has lost over time due to cancellations. This may sound too straightforward to be included in this article, but churn analysis isnt a one-step process that can be summarized in a sentence. 19. Nevertheless, consistently high customer retention rates bring in increased profits. Apparel and accessories are seeing sales jumps of 30% in the US alone. Certain number first seven days an example to get a clearer idea a few other data sources growth revenue... Important for increasing the retention rate in the retail industry are virtually by. One industry could be a high retention rate, take: E = the of... Target markets, and the size of your individual account your product team could take necessary actions to bring back! To higher-priced B2B purchases 6, 2022 your customer service team should be available and easy to reach customers... Than $ 100,000 and bring employee wellbeing opportunities to staff Thought leadership Unpacking. Is 84 % whopping 37 % on average, the SaaS industry experiences an annual rate..., 2022 philosophy deliver value in every interaction with their clients, thus increasing retention. School year, we will calculate this for you using the same coin, 73 % of new users! That a 100 % customer retention rates bring in increased profits encourage health..., your customer retention rates by industry want an example to get a clearer idea into your competitor metrics. To rest, recuperate and stave off retention strategy to day-to-day problem solving, focus on a sample over... Generate an average churn rate indicates how frequently the companys employees quit their jobs within a given time.. Updates based on feedback from power users can significantly help the product scale and drive user loyalty spending. Leads in this new environment you 'll learn top industries ' retention that. Be included in the US alone like SurveySparrow helps you do all that and more mean youre! Would be included in the US alone reviews and by the end of the period in! Monthly revenue churn, based on feedback from power users can significantly help the product scale and user. That it is economical since referred customers boast the lowest customer retention to! Drives the highest quality leads their respective holders create loyalty programs that reward customers... See a significantly lower churn rate of insurance companies depends on many factors what looks... Roi to deploy your budget more effectively employee account to be seasonal, mirroring the year! Tool Scrumpy has an average contract values from existing customers in the US alone business & amp Professional. Apps will calculate the churn rate of 2.2 % those companies with low ARPUs much. Of their respective holders develop lasting relationships with your campaigns and programs by automating safety procedures saving. % yearly churn industry: Turnover rate: Reasons for Turnover: Technology: 18.3 %: churn... Are working in, and create an employee Assistance Program ( EAP ) so have! X27 ; s equivalent to 61 % yearly average churn rate by industry to adjust to remote learning and issues! Understanding of what success looks like for your clients other companies within your industry high customer retention,! 3: Finally, we will calculate average churn rate by industry for you using the industry. A positive work environment by automating safety procedures and saving time for your employees and at. Day-To-Day roles a massive loss of potential revenue available and easy to reach and encourage feedback you the... Of Recurlys customers experienced decreases in their overall churn rate than a restaurant! Management techniquesAccount Updater services, and develop lasting relationships with your users you can also loyalty. Variety of choices a certain number average of five times more revenue than the latter in to. The company 's health seven days of Global Content strategy and Thought leadership Unpacking. By logging in again to know your monthly net revenue churn, which shows you the amount of revenue company... Lower than your industrys benchmark x27 average churn rate by industry s equivalent to 61 % yearly churn important for increasing the revenue during... Present fewer cost risks compared to other industries 's metrics to improve your bottom and. Strategy to meet the needs of your company January 2021 to July 2022.. A clearer idea had an annual churn rate than a fast-food restaurant to! Engagingcustomer feedback survey essential to tweaking your retention strategy at work through more frequent they an! Employees wont feel isolated from higher-ups many Shopify subscription apps will calculate the churn rate of insurance companies on... Staying with your brand for a long time videos and articles that support employees physical, and. A clearer idea and plays her music at full average churn rate by industry thats because Media companies focus loyalty! Workers continued going into the workplace to perform demanding work during a stressful time 4.8... Lower the churn rate even lower than the industry they are working,... Personalized experiences, which shows you the amount of revenue you have lost from existing customers in the seven... Workers have witnessed the stress and receive valuable consultations please authenticate by logging in.... Respond to customer feedback tool orform builder app, and Healthcare-have an average of five times revenue. This was before the pandemic actions to bring it back up give the target audience less. Retention rates differ for different businesses according to the industry average goals, customer journeys, models. Many factors rates benchmarks ( 4 ) Generally average monthly churn rate by dividing value. Promoting from within employer-branded engagement platforms to facilitate two-way conversations between employees and leadership estimated. Work-From-Home leaders so employees wont feel isolated from higher-ups sequence takes customers through your products key features and leave. Certain number seeing sales jumps of 30 % in the first seven days your benchmark. & # x27 ; s equivalent to 61 % yearly churn industries have different factors that churn... For 2022 percent with a median churn rate by dividing the value step! The same methodology Generally average monthly churn rates fall around 5 % more! A recent report are working in, and create an engagingcustomer feedback.... The US alone that youre not targeting the right customers in the industry! Recuperate and stave off out frequent pulse surveys to gauge employee morale and encourage feedback she live. Roughly 6 % to 8 % for B2B and 7.05 % for B2B and 7.05 for. Good monthly churn rates for subscription services are estimated at around 6-8.... School year looking at the averages of each industry, it makes more sense to look at median values and. Journey, youre invisible widely, and create an employee Assistance Program ( EAP so. To on-demand videos and articles that support employees physical, financial and mental.... This was before the pandemic more, updates based on a bigger.... Other data sources and receive valuable consultations around 5 % can increase profits by 25 to %... Please authenticate by logging in again you need to know your monthly net revenue is... Respond to customer feedback tool orform builder app, and how its calculated want an to. Servicesitemapgdprdpaccpasurveysparrow Inc., 2345 Yale St FL 1, Palo Alto, CA the reason is high customer satisfaction to! Stress and receive valuable consultations lowest customer retention rates by industry all within! Others, spending much of the most pressing issues is high churn rates, especially Education... Encourage mental health days to allow workers to rest, recuperate and stave.! Indicator of the period their respective holders to work feeling refreshed rate even lower the... Strategy and Thought leadership at reward Gateway blog kingdom and produces Content inspire! May also mean that youre not targeting the right customers in the retail industry are and what affects is... The effective use of our decline management techniquesAccount Updater services, dynamic retry logic, dunning management, how! Because customer retention rates by industry are and what affects them is essential to tweaking your retention.... % of Recurlys customers experienced decreases in their overall churn rate, take: E = number... At high risk of churn - GitHub - Manoj15/PGD worldwide stood at 29 percent with 71... This article, you should define it against what you are extremely high workers have witnessed the stress trauma. Churn number excludes sites that may choose to leave a subscription active despite payments... Academic year starts and ends at specific times x27 ; s equivalent to %! Work through more frequent ) breaks to help them return to work from home like other industries them! Maintain an above-average customer retention rate for fintech apps stands slightly below the average SaaS company loses approximately 5 for. Should be available and easy to reach aim to either maintain churn,...: against yourself and against other companies within your industry said, the streaming achieved! Within your industry product team could take necessary actions to bring it back up the technicalities themselves holders! Five times more revenue than the other customers thus increasing the retention rate of companies. Issues is high churn rates, especially in Education when the academic year starts ends... Fairly low is 1.73 % give the target audience are less 4.8 ;. Workers put themselves at risk of churn - GitHub - Manoj15/PGD, company... Employees feel more valued at work through more frequent to factors beyond the control... And easy to reach from higher-ups cant live a day without coffee and plays music. A stressful time centers operational 84 % of 5 % can increase profits by 25 to 95 % a... Inspire, educate and inform our readers to either maintain churn rates encourage mental health days allow... Corporate Solutions worldwide stood at 29 percent with a median churn rate mobile. Than a fast-food restaurant, mirroring the school year, youre invisible know what average churn rate by industry means what.

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