The question
Where do customers drop away, and how does that differ across groups? A company-wide retention rate can hide important differences in onboarding, contract terms and customer mix.
What the analysis does
This interactive example follows 1,460 sample customer records over twelve months. It compares who remains a paying customer and the revenue already earned from each group. These are observed sample outcomes in US dollars, not forecasts or client results.
The analysis keeps observations separate from hypotheses. A difference between groups can suggest what to investigate, but does not show that changing onboarding or contract terms would cause better retention.
Explore a customer segment
Start with onboarding, then compare contract terms or acquisition channels. Use the curves to see when customers leave and the revenue view to understand the size of each group’s contribution.
| Segment | Customers | Still here after month 12 | Left | Median value | Mean value | Revenue from customers who left |
|---|
Revenue from customers who left = fees invoiced to customers who later left, inside their twelve months. It is money already earned, not future revenue. Value = fees invoiced in the first twelve months, USD.
Segment Findings and Next StepsCustomer profiles, hypotheses and a management brief
Recommended Next Step
Draft Management Brief · built from the numbers above · edit before sending
How the numbers were measured
What to do with a difference
Check whether the groups differ in customer type, starting conditions or exposure before choosing an intervention. The suggested next steps and draft management brief are starting points for review and testing.
To estimate spending that has not happened yet, see the separate customer value forecast.