The concept of customer churn should be a prominent concern for club owners and directors. Customer churn – which is defined simply as a customer ending their relationship with a company – has a direct impact on customer lifetime value and the ability to grow a business.
Club sports are the ultimate recurring revenue business. In an ideal setting, a club acquires a family at a young age, and that family stays with the club until college. However, as most in this space are aware, this is easier said than done.
This paper will explore how tracking and managing customer churn is extremely important to the long term success of a club and its ability to grow.
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