Customer churn. If you haven’t heard the term before, it refers to the upheaval that happens when existing customers end their relationship with your business. In other words, it’s the opposite of customer retention.

No company wants a high rate of churn — it means their sales department is working hard to acquire new customers while the hard-won customers of a year ago are leaving. That’s not good for business. According to the Harvard Business Review, acquiring a new customer is between fiv…