Great seminar last week by my colleague Bruce Hardie at London Business School on the complications involved in the simple idea of customer churn. Bruce probably knows more than most experts how to extract useful information on the issues from corporate systems. A few key messages I heard …

Bruce feels the word ‘churn’ should only be used for customer relationships based on contracts, e.g. in banking, mobile phones, media subscriptions. It’s not always simple, even then – many people ...