Churn is an incredibly important and highly visible metric that drives a lot of your activities, so it's important to get it right. The last thing you want to do is inflate Churn and have the business in a frenzy. At times, customers can be delayed in renewing, so SaaS Intelligence does not immediately move CMRR to Churn at the end of a subscription. Instead, the late renewal status of customers is apparent to your business by tracking past-due renewals in “Pending Renewal CMRR,” allowing you to keep a pulse on potential churn, but without forcing that decision prematurely. In this way, the business can appropriately and proactively address late renewals or customer churn risks.
And if the customer is ultimately lost, the system allows for custom categorization via Churn Reasons (e.g., customer satisfaction, acquired, bankruptcy, etc.), which can be segregated into Avoidable or Unavoidable Churn for enhanced analysis. Not every churn event is the same, and certainly shouldn’t be treated as such!
And what about those customers that failed to launch and never generated revenue? Don’t fret: SaaS Intelligence enables you to Cancel (not Churn) those customers to more clearly distinguish and segregate those which were never fully onboarded in the first place. You get to decide how that type of customer situation is treated.