什么是客户流失分析？

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.

客户流失有不同的类型：

• 客户流失： 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.
• 收入流失： 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.
• 自愿流失： 当客户因不满意、找到更好的替代品或不再需要该产品而选择离开时，就会发生这种情况。
• 非自愿流失： 这种情况的发生是由于客户无法控制的因素，例如付款被拒绝或信用卡过期。

The way to calculate the customer 客户流失率 is:

（流失客户数量/期初客户总数）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%.

了解 causes of churn is very important when solving it. Some common causes include:

• 糟糕的入职体验和用户体验： 客户 struggle to get started with or use the product.
• 缺乏客户支持和互动： Customers who cannot get help when they need it may stop using the product.
• 定价和打包问题： Customers may leave over pricing, hidden fees, or package offerings that do not match the value they get.
• 产品与市场匹配度： 如果产品不符合他们的规格，客户倾向于停止使用。
• 竞争： 提供更好功能、更低价格或更好支持的竞争对手很容易吸引客户。

减少客户流失是一个持续的过程，需要积极主动的策略。

• 改善入职流程和用户体验： Try to establish an optimal set of procedures and templates for onboarding, 和 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.
• 提供卓越的客户支持： 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 主动地.
• 检查定价和包装： Pricing and packaging reviews address the alignment of costs and plans with customer value, and include provisions for adaptation.
• 专注于客户成功： 实施客户成功策略，帮助用户实现其产品目标。
• 监控客户健康评分： 监控客户的活动和流量模式，以识别一些可能表明他们想要离开的信号，并降低流失的可能性。 客户流失预测 models use usage and support data to flag at-risk accounts early.

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