什么是净月度经常性收入流失？

净MRR流失率追踪因客户取消和降级而损失的金额，并将其与扩展和升级带来的收入进行比较，以确定基于订阅的业务的整体收入流是否健康。 

负净MRR流失率表明企业具有长期成功的潜力，因为它表明企业正在扩大客户群，并且从现有客户那里获得的收入多于损失的收入。 

为了表明他们能够留住客户并从现有客户群中获得更多价值，成功的SaaS企业通常会保持其净MRR流失率为负。典型的净MRR流失率可能因行业和公司规模而异。例如，中小企业的流失率（3-7%）可能高于中型市场企业（1-2%）。 

以下是净MRR流失率的计算方法：  

公式：

Net MRR Churn Rate = [(Churn MRR – Expansion MRR) / Beginning MRR] * 100

其中：

• 客户流失带来的月度经常性收入： The total revenue lost from existing customers due to cancellations or downgrades during a specific period.  
• 扩展MRR： 在同一时期内，现有客户因升级、交叉销售或附加产品而产生的总收入。 
• 期初月度经常性收入： 该期间开始时的总经常性收入。

客户流失计算所有离开企业的客户，无论他们带来多少收入。这是一个重要的监控数字，但因为它忽略了因降级而损失的收入，所以可能是一个滞后信号。 

通过评估实际的收入流失，净月度经常性收入流失确保更全面地了解公司的订阅健康状况，并更清晰地了解客户流失的影响。

• Net MRR Churn provides a better understanding of the lost revenue and a more realistic depiction of the financial impact of customer churn.
• Because changes in MRR might forewarn possible downgrades or cancellations before they happen, it can also be a more predictive indicator. 
• 与客户流失相比，它是一个计算起来更复杂的指标，需要更多关于收入和订阅计划的信息。

三个紧密相关的指标——净MRR流失率、NRR（净收入留存率）和 CLTV（客户生命周期价值）——深入了解企业的 客户拓展和留存 策略。 

Because it shows how quickly customers are leaving, Net MRR Churn has a direct effect on NRR by lowering recurring revenue. A greater NRR, which indicates effective client expansion and retention, is a result of a lower Net MRR Churn rate. 

Consider a scenario where a company has a 5% Net MRR Churn and a 110% NRR. This indicates that despite losing 5% of its recurring revenue to churn, it is able to increase revenue from its existing customer base by 10%, resulting in a net increase of 5%. This example emphasizes the significance of evaluating both 客户流失 and revenue growth metrics to gain a holistic understanding of a company’s performance. 

Observing these indicators can provide valuable information on consumer trends, which might influence the decision-making process regarding 向上销售 and retaining customers, potentially influencing long-term growth.

Client happiness, engagement levels, and the harmony between 客户获取 and retention are the main factors influencing net MRR churn. There are factors that can impact customer satisfaction. For example, customers may become dissatisfied if they don’t feel they are getting enough value for their purchase, customer service may need improvement, and there may be issues with the product. 

Another important factor contributing to churn is low engagement. Customers who are disengaged are more prone to churn and are less likely to appreciate the value of your offer. This can be the result of infrequent use, a failure to accept features, or a failure to communicate with your business.  

此外，高流失率也可能源于无法平衡客户获取和保留。维持两者之间的平衡至关重要， acquiring new customers 以及保留现有客户至关重要。否则，您可能会遇到类似于漏桶的情况，即新获得的客户可能无法完全弥补现有客户的流失。