Why it matters
Clients rarely leave with a notice of termination. They order less, and one day nothing at all. Churn makes that silent departure visible, so account management can call before it is too late.
Where it goes wrong
The same client appears under several names or debtor numbers, so a shift in hours looks like a departure. And decliners, clients that order much less, fall outside churn while they are already leaking away.
How Dashly calculates it
Dashly calculates churn per quarter from your scheduling system, with each client merged into one record. Decliners and expiring contracts sit next to it. In the model, churn is the first leakage on the demand side.