Churn rate refers to the percentage of customers who terminate their subscription or stop doing business with a company during a given period of time. There are several synonyms for the churn rate that can be used interchangeably, depending on the context. These include customer attrition, customer turnover, customer defection, customer loss, customer drop-off, or customer churn. Measuring churn is essential for businesses to identify and address customer pain points to prevent them from taking their business elsewhere. A high churn rate usually indicates that a company is failing to satisfy its customers or meet their needs, and as such, it can be detrimental to growth and profitability.