Customer Attrition Rate
Definition
The rate at which a company's existing customers cease doing business with it over a given period, typically expressed as an annual percentage. Customer attrition rate is a critical input to the valuation of customer relationship intangible assets under both the multi-period excess earnings method and the distributor method. A higher attrition rate reduces the expected duration and value of the customer base, directly impacting the useful life assigned to the customer relationship intangible.
Complementary Terms
Concepts that frequently appear alongside Customer Attrition Rate in practice.
The rate at which a company spends cash in excess of its income, typically expressed as a monthly figure. Burn rate is a critical metric for startups and growth-stage companies, directly determining how long the business can operate before requiring additional capital (runway).
The rate used to convert future expected cash flows into their present value, reflecting the time value of money and the risk associated with those cash flows. Selecting the appropriate discount rate is one of the most critical and sensitive decisions in intangible asset valuation, as small changes can materially alter the estimated fair value.
The percentage of customers or revenue lost over a given period. Customer churn measures the proportion of subscribers who cancel, while revenue churn accounts for the monetary impact of downgrades and cancellations.
The percentage increase in a company's revenue over a specific period, typically measured year-over-year or quarter-over-quarter. Revenue growth rate is a fundamental measure of business expansion, market traction, and the effectiveness of go-to-market strategy.
The total net revenue a business expects to earn from a single customer over the entire duration of the relationship. LTV is driven by average revenue per user, gross margin, and retention rates, and is directly influenced by brand and relationship intangibles.
The rate used to convert a single-period earnings or cash flow figure into an indication of value, calculated as the discount rate minus the expected long-term sustainable growth rate. The capitalisation rate is the reciprocal of the capitalisation multiple and is used in the capitalisation of earnings method for businesses with stable, predictable income streams.
The rate at which a company integrates and derives value from acquired assets, particularly intangible assets such as technology, talent, and customer relationships following a merger or acquisition. A high absorption rate indicates effective post-deal value capture and is a key indicator of M&A success.
The theoretical rate of return on an investment with zero default risk, used as the foundation for building discount rates in valuation. In practice, the yield on government bonds of a maturity matching the expected cash flow duration serves as a proxy — typically US Treasury bonds for USD-denominated valuations or UK gilts for GBP-denominated analyses.
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