What do you call it when you lose customers? How do you measure the rate of attrition from your customers? The answers are churn, and churn rate. Churn is, unfortunately, a common problem. To keep your customers loyal over time, you need to provide an excellent customer experience from beginning to end and learn why customers are leaving you. Sometimes, a lack of quality customer support or customer service can be the cause of low customer satisfaction, poor customer loyalty, decreasing retention rates, and increasing churn rates. Customer support helps build a positive customer experience, which in turn builds retention and long-term brand loyalty.