\u00cd dag churn hlutfall hefur or\u00f0i\u00f0 vins\u00e6ll tj\u00e1ning, \u00e1\u00f0ur en flestir s\u00edmst\u00f6\u00f0var og s\u00edmafyrirt\u00e6ki var a\u00f0 nota \u00fea\u00f0 meira en me\u00f0altal fyrirt\u00e6kja. Me\u00f0 \u00f6llum vi\u00f0br\u00f6g\u00f0um Covid-19 og \u00feegar fleiri og fleiri fyrirt\u00e6ki \u00feurfa a\u00f0 endurskapa sig, er churn hlutfall meira og meira mikilv\u00e6gt.<\/p>\n
The churn hlutfall einnig \u00feekkt sem vi\u00f0skiptavinur churn er hlutfall sem vi\u00f0skiptavinir h\u00e6tta a\u00f0 stunda vi\u00f0skipti vi\u00f0 fyrirt\u00e6ki, stofnun e\u00f0a hva\u00f0a a\u00f0ila raunverulega. Churn hlutfall er venjulega kortlagt \u00e1 pr\u00f3sentustig en \u00fea\u00f0 er einnig h\u00e6gt a\u00f0 setja \u00ed raunt\u00f6lur fyrir sm\u00e6rri li\u00f0 e\u00f0a fyrirt\u00e6ki. \u00dea\u00f0 er vins\u00e6lt hj\u00e1 \u00e1skriftarfyrirt\u00e6kjum a\u00f0 nota verkf\u00e6ri til a\u00f0 reikna \u00fat churn hlutfall. \u00dea\u00f0 er einnig mikilv\u00e6gt fyrir st\u00e6rri fyrirt\u00e6ki e\u00f0a stofnanir a\u00f0 nota churn hlutfall \u00ed starfsmanna tap \u00feeirra.<\/p>\n
H\u00e1tt churn hlutfall g\u00e6ti gert \u00fea\u00f0 erfitt fyrir fyrirt\u00e6ki \u00feitt a\u00f0 vaxa og s\u00ed\u00f0ar f\u00e1 fj\u00e1rfesta til a\u00f0 finna a\u00f0 fyrirt\u00e6ki \u00feitt er vel smur\u00f0 v\u00e9lar. \u00deegar kemur a\u00f0 \u00e1skriftum eins og rafmagnsfyrirt\u00e6kjum, fars\u00edmafyrirt\u00e6kjum e\u00f0a net\u00fej\u00f3nustua\u00f0ilum er churn hlutfalli\u00f0 eitt mikilv\u00e6gasta verkf\u00e6ri\u00f0 sem er \u00ed bo\u00f0i \u00fearna \u00fati til a\u00f0 vita hva\u00f0 fyrirt\u00e6ki \u00feeirra gera r\u00e9tt e\u00f0a hva\u00f0 keppinautur \u00feinn gerir r\u00e9tt.<\/p>\n
\u00cd churn hlutfall \u00fea\u00f0 felur ekki a\u00f0eins skipta rekstrara\u00f0ila en einnig vi\u00f0skiptavini sem h\u00e6tta a\u00f0 nota \u00fej\u00f3nustuna yfirleitt. G\u00f3\u00f0 d\u00e6mi um \u00feetta er neytendur sem flytja fr\u00e1 ADSL og hringja \u00ed brei\u00f0band tengingar \u00ed gegnum 4G, 5G e\u00f0a Fiber tengingar. E\u00f0a neytandi sem flytur til annars r\u00edkis e\u00f0a lands \u00fear sem rafmagnsfyrirt\u00e6ki\u00f0 \u00e1 sta\u00f0num hefur ekki umfj\u00f6llun um n\u00fdjan sta\u00f0.<\/p>\n
V\u00f6xtur er fyrir flestir t\u00e1kna magn af n\u00fdjum undirrita\u00f0ri \u00e1skriftum me\u00f0 fyrirt\u00e6kinu sem um r\u00e6\u00f0ir. En \u00fea\u00f0 er ekki allt, churn hlutfall er hluti af n\u00fdjum \u00e1skrifendum sem loka reikningnum s\u00ednum innan \u00e1kve\u00f0ins t\u00edmaramma. Til d\u00e6mis er vi\u00f0skiptavinur sem h\u00e6ttir \u00e1skrift innan fyrstu 12 m\u00e1na\u00f0a talinn sl\u00e6mur vi\u00f0skiptavinur. \u00dea\u00f0 \u00fe\u00fd\u00f0ir a\u00f0 \u00e6tti a\u00f0 fjarl\u00e6gja \u00far vaxtarhra\u00f0a \u00fatreikninga \u00e1 fyrirt\u00e6kinu sem um r\u00e6\u00f0ir. Ekki eru allir samm\u00e1la okkur um \u00feetta en flestir spur\u00f0ir forstj\u00f3rar fyrirt\u00e6kja eru samm\u00e1la um a\u00f0 sl\u00e6mt churn hlutfall \u00e6tti a\u00f0 vera \u00fatiloka\u00f0 \u00far vaxtarhlutfallinu.<\/p>\n
N\u00e1tt\u00farulegt churn hlutfall er til d\u00e6mis vi\u00f0skiptavinur eins og \u00ed d\u00e6minu h\u00e9r a\u00f0 ofan einhver sem flytur fr\u00e1 sv\u00e6\u00f0inu og getur ekki lengur nota\u00f0 \u00fej\u00f3nustu sem fyrirt\u00e6ki\u00f0 \u00feitt veitir. \u00dea\u00f0 er n\u00e1tt\u00faruleg tegund af afp\u00f6ntun og \u00fev\u00ed er \u00fea\u00f0 tali\u00f0 n\u00e1tt\u00farulegt churn hlutfall.<\/p>\n
Skemmtileg r\u00f6k eru \u00feau a\u00f0 samningurinn er ekki \u00ed samr\u00e6mi vi\u00f0 samninga sem ger\u00f0ir hafa veri\u00f0 vi\u00f0 \u00f6nnur r\u00edki, a\u00f0 samningurinn s\u00e9 ekki \u00ed samr\u00e6mi vi\u00f0 samninga sem ger\u00f0ir hafa veri\u00f0 vi\u00f0 \u00f6nnur r\u00edki e\u00f0a a\u00f0 samningurinn s\u00e9 \u00ed samr\u00e6mi vi\u00f0 samninga sem ger\u00f0ir hafa veri\u00f0 vi\u00f0 \u00f6nnur r\u00edki. \u00dea\u00f0 er au\u00f0vita\u00f0 afp\u00f6ntun sem eftir samningst\u00edma sem er h\u00e6tt vi\u00f0 vegna sl\u00e6mrar framsetningar fyrirt\u00e6kisins, venjulega eru \u00feetta ekki st\u00f3r hluti af afp\u00f6ntunarfl\u00e6\u00f0inu og h\u00e6gt er a\u00f0 halda \u00ed l\u00e1gmarki. Hins vegar er h\u00e6gt a\u00f0 telja st\u00f3ran hluta afp\u00f6ntana sem eiga s\u00e9r sta\u00f0 vegna \u00e1st\u00e6\u00f0na eins og \u00f6ryggisbrota, sl\u00e6mrar augl\u00fdsingar o.s.frv. \u00ed sl\u00e6ma hluta churn hlutfallsins.<\/p>\n
Kosturinn vi\u00f0 a\u00f0 reikna \u00fat churn hlutfall fyrirt\u00e6kis er a\u00f0 \u00fea\u00f0 veitir sk\u00fdrleika um hversu vel fyrirt\u00e6ki\u00f0 s\u00e9r um vi\u00f0skiptavini s\u00edna. Churn hlutfall getur s\u00fdnt spegilmynd af \u00fev\u00ed hversu mikilv\u00e6gt fyrirt\u00e6ki\u00f0 er \u00ed raun.<\/p>\n
\u00deegar churn hlutfall fyrirt\u00e6kja er a\u00f0 aukast \u00e1 \u00e1kve\u00f0num t\u00edma \u00fe\u00e1 getur fyrirt\u00e6ki\u00f0 fylgst me\u00f0 \u00e1st\u00e6\u00f0um fyrir afp\u00f6ntun spike og \u00feannig vinna gegn ors\u00f6k afp\u00f6ntunar og l\u00e1gmarka afp\u00f6ntun til a\u00f0 eiga s\u00e9r sta\u00f0 af \u00feessum \u00e1st\u00e6\u00f0um.<\/p>\n
Kostna\u00f0ur vi\u00f0 a\u00f0 eignast n\u00fdja vi\u00f0skiptavini er miklu h\u00e6rri en \u00fea\u00f0 er a\u00f0 halda n\u00faverandi vi\u00f0skiptavini, svo sem \u00fe\u00fa tryggir a\u00f0 vi\u00f0skiptavinir sem \u00fe\u00fa vann h\u00f6r\u00f0um h\u00f6ndum a\u00f0 la\u00f0a a\u00f0 halda \u00e1fram sem grei\u00f0andi vi\u00f0skiptavini, \u00fea\u00f0 er skynsamlegt a\u00f0 skilja g\u00e6\u00f0i fyrirt\u00e6kisins. Churn hlutfall gerir \u00fea\u00f0 lj\u00f3st fyrir fyrirt\u00e6ki\u00f0 a\u00f0 \u00fea\u00f0 \u00fearf a\u00f0 einbeita s\u00e9r a\u00f0 churn hlutfall \u00feeirra.<\/p>\n
Einn af st\u00f3ru takm\u00f6rkunum churn hlutfall er a\u00f0 t\u00f6lurnar s\u00fdna ekki uppl\u00fdsingar. \u00deess vegna er mikilv\u00e6gt a\u00f0 nota \u00fej\u00f3nustu eins og Whycancel til a\u00f0 vita \u00e1st\u00e6\u00f0ur afp\u00f6ntunar og einnig til a\u00f0 vita hvers vegna \u00fe\u00fa getur for\u00f0ast a\u00f0 f\u00e1 s\u00f6mu afp\u00f6ntun fr\u00e1 svipu\u00f0um vi\u00f0skiptavinum \u00ed framt\u00ed\u00f0inni.<\/p>\n
Kannski var fyrirt\u00e6ki\u00f0 \u00feitt n\u00fdlega me\u00f0 kynningu sem la\u00f0a\u00f0i a\u00f0 n\u00fdja vi\u00f0skiptavini. \u00deegar kynningunni var h\u00e6tt var ekki lengur USP (einn s\u00f6lupunktur) fyrir \u00fe\u00e1 a\u00f0 nota fyrirt\u00e6ki\u00f0 \u00feitt og \u00fev\u00ed h\u00e6tta \u00feeir vi\u00f0 reikninginn sinn. \u00dea\u00f0 er mikilv\u00e6gt a\u00f0 vita hvers vegna \u00feeir h\u00e6tta og ekki a\u00f0eins l\u00edta \u00e1 hlutfall afp\u00f6ntunar.<\/p>\n
\u00c1hrif \u00feess a\u00f0 missa n\u00fdja vi\u00f0skiptavini gegn langt\u00edma vi\u00f0skiptavini er einn af mikilv\u00e6gustu \u00fe\u00e1ttum sem fyrirt\u00e6ki\u00f0 \u00feitt \u00fearf a\u00f0 vita. N\u00fdir vi\u00f0skiptavinir eru t\u00edmabundnir en gamlir vi\u00f0skiptavinir eru tryggir og hafa noti\u00f0 \u00e1skriftar \u00feinnar um stund og \u00fea\u00f0 ver\u00f0ur a\u00f0 vera meiri \u00e1st\u00e6\u00f0a fyrir \u00fev\u00ed a\u00f0 \u00feeir eru a\u00f0 fara. H\u00e1tt churn hlutfall \u00e1 einu t\u00edmabili getur veri\u00f0 v\u00edsbending um mikla v\u00f6xt fr\u00e1 fyrra t\u00edmabili frekar en d\u00f3mur um g\u00e6\u00f0i fyrirt\u00e6kisins.<\/p>\n
Churn hlutfall er bara tala, \u00e1tta pr\u00f3sent e\u00f0a upph\u00e6\u00f0. Whycancel er t\u00f3l til a\u00f0 reikna fj\u00f6lda afp\u00f6ntunar og spyrja vi\u00f0skiptavini \u00fe\u00edna til hvers vegna \u00feeir h\u00e6tta. Me\u00f0 nokkrum bakgrunnsg\u00f6gnum sem bakgrunns\u00fe\u00e1tt, Whycancel gefur \u00fe\u00e9r raunverulegar t\u00f6lur og \u00e1st\u00e6\u00f0u \u00feess a\u00f0 churn hlutfall hefur veri\u00f0 auki\u00f0 \u00e1 tilteknu t\u00edmabili. Me\u00f0 m\u00e1na\u00f0arlegum fundum milli fyrirt\u00e6kis \u00fe\u00edns og Whycancels li\u00f0sins \u00ed Examinare f\u00e6r\u00f0u lei\u00f0beiningar um hvers vegna afp\u00f6ntunin \u00e1 s\u00e9r sta\u00f0 og gerir innri breytingar til a\u00f0 l\u00e6kka churn hlutfalli\u00f0 ni\u00f0ur \u00ed e\u00f0lilegt churn hlutfall. Til d\u00e6mis: Netflix hefur \u00e1 milli j\u00fal\u00ed 2018 og j\u00fal\u00ed 2020 churn hlutfall 2-3%.<\/p>\n