{"id":3299,"date":"2024-04-29T14:37:01","date_gmt":"2024-04-29T13:37:01","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=3299"},"modified":"2024-04-29T14:37:02","modified_gmt":"2024-04-29T13:37:02","slug":"churn-rate-e-come-calcolarlo-facilmente","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/it\/blog\/churn-rate-e-come-calcolarlo-facilmente\/","title":{"rendered":"Che cos&#8217;\u00e8 il churn rate e come calcolarlo"},"content":{"rendered":"\n<p>Il cliente dei sogni \u00e8 quello che rimane fedele all\u2019azienda, acquistando sempre i suoi prodotti o servizi. Ma nella realt\u00e0 i clienti a volte decidono di allontanarsi dall\u2019azienda per provare o iniziare ad acquistare altri prodotti o servizi e ci\u00f2 pu\u00f2 capitare in ogni fase della <a href=\"https:\/\/www.salesforce.com\/it\/blog\/come-mappare-il-customer-journey\/\">customer journey<\/a>. Tuttavia esistono diverse misure per prevenire o gestire questo avvenimento.<\/p>\n\n\n\n<p>In primo luogo occorre prendere atto dell\u2019avvenuto allontanamento, cercando di <strong>capire le motivazioni<\/strong> per le quali questi clienti hanno abbandonato l\u2019azienda e poi <strong>concentrarsi sui clienti esistenti<\/strong>, per evitare che gli stessi problemi li spingano a rivolgersi ad altri competitor.<\/p>\n\n\n\n<p>\u00c8 fondamentale monitorare una <strong>metrica chiamata churn rate<\/strong>, ovvero il <strong>tasso di abbandono <\/strong>dei clienti in un certo lasso di tempo<strong> <\/strong>rispetto al numero iniziale di quelli esistenti nello stesso periodo preso in esame. Si calcola dividendo il numero di clienti che si sono allontanati per il numero di clienti all\u2019inizio di questo intervallo temporale.<\/p>\n\n\n\n<p>Un esempio pratico: se all\u2019inizio del trimestre i clienti sono 230 e alla fine 218, 12 hanno abbandonato l\u2019azienda. 12 : 230 = 5,22%. Pu\u00f2 sembrare un valore basso, ma in realt\u00e0 bisogna calcolare il guadagno totale che \u00e8 mancato all\u2019appello di quei clienti persi.<\/p>\n\n\n\n<p>Di conseguenza si possono anche indagare:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>il numero dei clienti persi<\/li>\n\n\n\n<li>il valore totale del business perso dai loro mancati acquisti<\/li>\n\n\n\n<li>la percentuale di valore corrispondente<\/li>\n<\/ul>\n\n\n\n<p>Il <strong>churn rate<\/strong>, o <strong>customer churn<\/strong>, \u00e8 una metrica che va valutata sempre<strong> insieme al tasso di retention<\/strong>, ovvero il tasso di fedelt\u00e0 dei clienti. Le strategie che ne aumentano la fedelt\u00e0, vanno a mitigare il tasso di abbandono della clientela.<\/p>\n\n\n\n<p>Infatti, concentrarsi sui clienti esistenti e pi\u00f9 redditizi per l\u2019azienda, \u00e8 una delle misure vincenti <strong>per minimizzare il churn rate<\/strong> e i costi, soprattutto quelli che riguardano le attivit\u00e0 promozionali nella ricerca di nuovi clienti.<\/p>\n\n\n\n<p>L\u2019indicatore che fornisce dati precisi su quanto permette di fatturare un cliente nel corso della sua relazione con l\u2019azienda \u00e8 il <a href=\"https:\/\/docs.google.com\/document\/d\/1lzfYeMgP-7JHvAr4HCYJdKMGjCxXpDDG-o3XkSj0I00\/edit?usp=share_link\"><strong>customer lifetime value<\/strong><\/a>.<\/p>\n\n\n\n<p>Ulteriori strategie per contenere e abbassare il churn rate sono: monitorare man mano questa metrica e analizzarne le cause per porvi subito rimedio e assistere i clienti esistenti nel miglior modo possibile.<\/p>\n\n\n\n<p>Per approfondire leggi anche:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.salesforce.com\/it\/blog\/2020\/10\/costruzione-perfetto-customer-journey.html\">La mappatura del customer journey: una strada lunga e tortuosa<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.salesforce.com\/it\/blog\/funnel-marketing-definizione\/\">Dal Funnel Marketing al Messy Middle<\/a><\/li>\n<\/ul>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Trasforma ogni interazione in un traguardo di successo<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Conquista i clienti e costruisci relazioni di fiducia durevoli grazie al marketing digitale data-first.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_self\" href=\"https:\/\/www.salesforce.com\/it\/form\/demo\/demo-marketing\/?nc=7013y0000022VdgAAE\">Guarda la demo<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/it\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/it\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/it\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n","protected":false},"excerpt":{"rendered":"<p>In questo articolo spieghiamo che cos&#8217;\u00e8 il churn rate, perch\u00e9 \u00e8 importante e come calcolarlo in modo semplice.<\/p>\n","protected":false},"author":56,"featured_media":3300,"comment_status":"open","ping_status":"open","sticky":true,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[11],"sf_content_type":[],"blog":[1114],"coauthors":[2],"class_list":["post-3299","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-sales","blog-sales"],"yoast_head":"<!-- This site is optimized with the Yoast SEO 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