Churn reports in Freshsuccess
Churn reports are a quick way for the management and board of directors to visualize and understand churn that has already happened, forecast future churn, and compare churn within the portfolio. They add value to customer success professionals by providing:
- A concise churn summary - Executives get a consolidated report of the key churn metrics in one place
- Fast, actionable insights - Understand churn sources by drilling into individual customer segments and comparing them
- Better churn forecast - Better planning for future churn by enabling CSMs to capture churn risk at the account level
Churn reports help customer success executives to report on:
Churn that already happened (Churn summary)
Forecast future churn (Churn forecast)
Compare churn within the portfolio (Churn trends)
A guide to accessing Churn reports in Freshsuccess
The Churn report is located under the Reports section of the main menu. It is available to all users. CSMs can use this report to keep track of their own accounts, while the customer success leadership can leverage this report for organization-wide trends.
The dashboard has three reports (tabs):
1. Churn summary
The Churn summary report empowers you to track the existing churn of your customer base over the selected time period. The report provides easy-to-consume summaries of your total churn, churn reasons, churned accounts, and churned revenue.
The churn summary dashboard has the following widgets:
Total churn - This chart provides a visual overview of overall churn for the selected time period, i.e, number of accounts that have churned, total MRR churned (absolute and percentage), and type of churn (cancellation or downgrade).
Churn reason breakdown - This chart aggregates the number of accounts by churn reasons further grouped by the filter selected (e.g, products, tier, region, stage).
Accounts churned - This chart shows you the count of accounts churned by churn type (cancellation or downgrade) grouped by the filter selected.
Revenue churned - This chart displays the total churned revenue (ARR or MRR based on the toggle selected) grouped-by selected filter value.
Top churns - This chart tabulates the top 10 churn accounts sorted by MRR by default.
2. Churn forecast
The Churn forecast dashboard helps you forecast how much churn you can expect in a future time period. The report provides easy-to-consume summaries of your total churn forecast, confirmed churn reason breakdown, projected churned accounts, and projected churned revenue.
The churn summary dashboard has the following widgets:
Total churn forecast - This chart provides a visual overview of overall churn forecast, i.e, number of accounts predicted to churn, projected MRR churned (absolute and percentage), and breakdown of projected churn (at-risk or confirmed).
Confirmed churn reason breakdown - This chart aggregates the accounts by churn reasons grouped by the filter selected (products, tier, region, stage).
Projected accounts churned - This chart shows you the count of accounts projected to churn by type (cancellation or downgrade) grouped by the filter selected.
Projected revenue churned - This chart displays the total projected churn revenue (by ARR or MRR based on the toggle selected) by products.
Top projected churns - This chart tabulates the top 10 projected churn accounts sorted by MRR by default.
The churn forecast report is generated on the basis of underlying data in 4 default account fields that CSMs need to fill. These fields, when enabled by admin, get added to accounts:
Churn likelihood - This is a dropdown field where CSMs can indicate likelihood of churn by selecting drop-down values - no risk, at-risk and confirmed churn
Churn reason - This is a three level dependent field that helps CSMs to add churn reason category, sub-category and details
Projected churn date - this is a date value for CSMs to enter projected date of churn for the account
- Churn description - This is a multi-line text field to allow CSMs to write more detail about why an account is churning
3. Churn trends
The Churn trends dashboard helps you to see how your current churn compares to churn in the past.
The churn trend dashboard has the following widgets-
Churn by tier - This trend chart shows the churn (user-selected value - accounts(default), MRR or ARR by tier (e.g, SMB, commercial, mid-market, enterprise) over a user-defined time scale and period.
Trend table that shows corresponding data points for the configuration selected.
Churn reports - Filters
Use the options at the top right to group-by or filter any of the reports by the date range of the report. Available options are:
Group by: product, region, tier, stage, plan.
Toggle results between MRR or ARR
Select date range
For the Trends report, you can also select the time scale, i.e, monthly, quarterly, yearly and so on.
The default settings for the filters are:
Group by: Tier
MRR/ARR toggle: MRR
Time period: Last quarter
Each widget has a ‘Show detail’ button to drill down. Upon clicking ‘Show detail’, a new page opens with a zoomed-in version of the chart along with tabular data of the chart at the bottom.
Q - As a CSM, can I save any reports that I have created?
A - Yes, you can save any report created after applying various filters using the ‘save as’ button on the top navigation. If you have the privilege of managing public objects, you can mark the saved view as ‘public’ or ‘private’ depending on whether you wish to make it visible to other users.
Q - Can I add a custom filter field to further filter the reports?
Only a user with ‘Manage public objects role permission’ can add a custom account field (dropdown) to further filter the Churn reports. As shown below, the option to create a custom filter becomes available to such users in the filter options.