---
title: What is Churn prevention?
url: https://markin.ai/glossary/churn-prevention
category: Retention and churn
aliases: Churn prevention software, Retention decisioning
---

# Churn prevention

> Churn prevention is the practice of identifying customers likely to leave and choosing the intervention, if any, that retains the most revenue net of its cost. Churn prevention software scores risk, attributes the churn reason, prices each available response, and measures retained revenue against a control group.

## Why it matters for ARPU

Save rate is easy to inflate by discounting customers who were never leaving. Markin judges churn prevention on incremental revenue retained net of intervention cost, read against a holdout.

## Related terms

- [Churn prediction](https://markin.ai/glossary/churn-prediction), Churn prediction estimates the probability that a given customer will stop paying within a defined horizon, using behavioural, transactional and service signals.
- [Churn rate](https://markin.ai/glossary/churn-rate), Churn rate is the share of customers, or of revenue, lost in a period.
- [Save offer](https://markin.ai/glossary/save-offer), A save offer is an incentive presented to a customer who is about to leave: a discount, a pause, a plan downgrade or a service remedy.
- [Time to churn](https://markin.ai/glossary/time-to-churn), Time to churn is the expected remaining tenure of a customer, derived from a survival model rather than a binary risk score.
- [Holdout group](https://markin.ai/glossary/holdout-group), A holdout is a randomly selected set of customers deliberately excluded from an action, kept as the counterfactual.

## Go deeper

- [Churn prevention software for enterprise](https://markin.ai/solutions/retention-decisioning), How the decision, not just the score, is made.
- [Customer churn prediction guide](https://markin.ai/blog/customer-churn-prediction-guide), Features, models and how the read is measured.

Source: https://markin.ai/glossary/churn-prevention