churn

/tʃɜːn/ noun [U] (also churning)

Definition

› COMMERCE, MARKETING the situation in which customers stop buying the products or services of a particular company, especially to buy them from a competitor: Preventing customer churn is a major concern for mobile service providers, since 20-40% of customers leave their providers in a given year. → Compare customer loyalty

› HR the situation in which employees leave their job and are replaced by new employees: Employee churn for new hires increased by 33% for the third straight year.

(Definition of churn noun from the Cambridge Business English Dictionary © Cambridge University Press)