Here’s a great quote that helps you appreciate and realize the importance of customer churn and loyalty.
"Suppose your company lost 10% of your inventory last month, you wouldpanic. You'd get your staff together, lock the doors and figure out exactly where that inventory went. However, the same company can lose 10% of their customers without even noticing."
There is ‘customer pilferage’ in every company. There is a competitor out there who is stealing away your customers.