顧客離反分析とは？

Customer churn analysis is the study of which customers stop using a SaaS product, when, and why. Median B2B SaaS gross revenue retention was 88% in 2024 and 84% in 2025, according to Aleph and Benchmarkit’s 2026 benchmarks. Churn analysis incorporates collecting, quantifying, and analyzing different types of churn by customer segment and sign-up cohort to analyze trends and customer behavior and search for potential solutions to churn.

解約にはさまざまな種類があります。

• 顧客解約: This churn type measures the percentage of customers who cancel their subscriptions during a given period. It serves as an outcome measure of business performance, especially regarding clients.
• 収益解約: This metric pertains to recurring revenue fluctuations linked to cancellations or downgrades. When it comes to churn, one must always consider the cost, especially for any business establishment.
• 任意の解約： 顧客が不満を抱いている、より良い代替手段を見つけた、または製品を必要としなくなったために退会することを選択した場合に発生します。
• 非自発的チャーン： これは、拒否された支払いまたは有効期限切れのクレジットカードなど、顧客の制御が及ばない何らかの原因で発生します。

The way to calculate the customer 解約率 is:

（チャーンした顧客数／期間開始時の顧客総数）x 100

Revenue churn is calculated in the same way as the customer churn rate, but with MRR lost to cancellations and downgrades in place of customers lost, and starting MRR in place of starting customers. Aleph and Benchmarkit’s 2026 benchmarks put median gross revenue retention, the revenue kept before expansion, at 84% for B2B SaaS companies in 2025, down from 88%.

を理解する causes of churn is very important when solving it. Some common causes include:

• 不十分なオンボーディングとユーザーエクスペリエンス： 顧客 struggle to get started with or use the product.
• カスタマーサポートとエンゲージメントの欠如： Customers who cannot get help when they need it may stop using the product.
• 価格とパッケージの問題： Customers may leave over pricing, hidden fees, or package offerings that do not match the value they get.
• 製品と市場の適合性： 顧客は、仕様に合わない製品の使用を中止する傾向があります。
• 競合： 顧客は、より優れた機能、より低い価格、またはより優れたサポートを提供する競合他社に簡単に惹かれる可能性があります。

解約を減らすことは、積極的な戦略を必要とする継続的なプロセスです。

• オンボーディングとユーザーエクスペリエンスを向上させます: Try to establish an optimal set of procedures and templates for onboarding, と provide people with documentation and tutorials for leveraging the system to the maximum extent. And, finally, gather feedback from the users to amend the existing approaches.
• 優れたカスタマーサポートを提供する: Some recommendations for providing support are hiring a competent support team, establishing several avenues of customer support (for instance, chat, e-mail, phone), and contacting the customers 積極的に.
• 価格とパッケージングを見直す: Pricing and packaging reviews address the alignment of costs and plans with customer value, and include provisions for adaptation.
• 顧客の成功に焦点を当てます。 ユーザーが製品の目標を達成するためのカスタマーサクセス戦略を実装します。
• 顧客の健全性スコアを監視します。 顧客の活動とトラフィックパターンを監視して、離脱の意思を示す可能性のあるシグナルをいくつか確立し、解約の可能性を低減します。 チャーン予測 models use usage and support data to flag at-risk accounts early.

To reduce churn, focus on customer satisfaction, product value, and proactive support に build a loyal customer base.