What is the churn rate?

Churn rate; Noun, feminineThe word "churn" comes from the English verb "to churn" and means "to produce a violent movement, a significant change". So when those responsible for tourism in the canton of Graubünden complain about a high "churn rate", this is not a newfangled mix of Romansh and English, nor is it a typo. No, they are simply complaining about customer churn in the canton. Whether this is due to bad weather (lack of snow), poor performance (lack of investment) or poor service (lack of customer focus), we'll leave aside. What is certain is that as a market participant, regardless of which market you operate in and which organizational form you have, it is better to deal with your "churn rate". If you don't have this under control, no matter how great a product you offer or how good your advertising, you will lose out in the end. The churn rate is nothing other than the rate of those who turn away from a product, service or brand. Media companies can tell you a thing or two about what it means if you don't keep an eye on this rate. By the time a company realizes that churn management is necessary, it is usually too late. Business economists learn in their studies that customer acquisition costs and customer retention costs are roughly the same as Rhaeto-Romanic and German-speaking people: some are few and cost a lot, others are many and cost ... a lot too. Especially if they whine long enough to the rest of the Swiss.