According to the Introduction to Business Data Analytics: A Practitioner View, churn rate is a measure

of customer attrition, or the percentage of customers who stop using a product or service over a

given time period. Churn rate is an important indicator of customer satisfaction, loyalty, and

retention. A high churn rate implies that customers are dissatisfied or have found better alternatives,

which can negatively affect the revenue and growth of a business. A low churn rate implies that

customers are satisfied and loyal, which can positively affect the revenue and growth of a business.

In this situation, the telecommunications company wants to increase their efforts on retaining

customers, so they need to track their churn rate and try to reduce it.

Reference: Introduction to Business Data Analytics: A Practitioner View, page 17; CBDA Exam

Blueprint, page 7; [Churn Rate Definition - Investopedia]