Customer churn is the nightmare of every SaaS company.

Customer churn is when existing customers stop doing business with a company. What you want in your business is negative churn. Negative churn happens when expansions, up-sells or cross-sells exceed the revenue you are losing because of churn.

Pro Tip: Start measuring key indicators for churn

- Infrequent log ins.
- Taking much longer to complete tasks than average users.
- Shorter visit times.
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Once you track those metrics, it is easier for you and your team to find the underlying motivation why your customers churn. Also ask these 3 questions to better understand your customers.