Rate

Customers lost over customers at the start of the window — the member that made direction a contract field, because churn is better lower and a shell that assumed otherwise would colour every improvement red. The meter's axis stays poor → perfect and the value maps the other way; judged against a 2.5% target and the SaaS median. The alt view is the retention staircase: a hundred customers after each of twelve months at this churn, with the same cohort at the target rate stated beside it.