Bruttokundeafgang

Bruttokundeafgang is a metric used in business analysis, particularly in Danish-language contexts, to quantify the total number of customers who discontinue a product or service during a given period. It represents gross churn, i.e., the absolute departures, without subtracting new customers or reactivations that may occur during the same period.

Calculation and scope: The metric is the count of customers who cancelled, closed their accounts, or terminated service during the period. It can be expressed as an absolute number or as a rate: gross churn rate = (number of departing customers during the period) / (the number of customers at the start of the period, or the average number of customers during the period).

Relation to other metrics: Bruttokundeafgang is often contrasted with net churn, which accounts for new customers and reactivations that offset churn. Net churn provides a view of whether a company is growing its customer base despite departures. In some industries, churn definitions may vary; in SaaS contexts, churn is sometimes distinguished from revenue churn.

Applications and interpretation: The metric is used to monitor customer retention, forecast revenue, and guide retention strategies such as onboarding, customer support, and product improvements. A high bruttokundeafgang signals potential issues in product-market fit or customer satisfaction, while the rate should be interpreted together with growth and acquisition.

Limitations: It does not reflect the inflow of new customers or expansions; a company with high gross churn but high acquisition may still grow. For a complete picture, bruttokundeafgang should be evaluated alongside net churn and revenue-based churn metrics.