In its broadest sense, churn rate is a measure of the number of individuals or items moving into or out of a collection over a specific period of time. The phrase is based on the English idiom "to churn up", meaning to agitate or produce violent motion. The term is used in many contexts, but is perhaps most widely applied in business with respect to a contractual customer base.
In any industry, a measure of the number of customers who leave or switch to another service provider, usually stated as a percentage. (Cingular)
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