If you operate a global business but only offer customer support in English, you might see higher churn rates in countries where English is not the primary language. In this article, we'll analyze if customers who reside in a country where English is not an official language are at a greater risk of churning. 

Adding attributes 

Our integrations automatically import customers' location information. This information is stored in customer records and can be used with segmentation and maps. If you import data via the Google Sheets app or API, you will need to specify the geographic data in order to create the segments described in this article.

Setting up a segment to compare 

We will create an English-speaking countries segment which we will use to compare churn between geographical regions. 

1. Navigate to Maps.
   
2. Click all English-speaking countries. Once your selection is complete, click Save Region and name it accordingly.
   
3. To compare the two regional segments, go to your Customer Churn Rate chart and add a filter by Region, select the operator is one of the following. Select the region English-speaking countries which you created in the step above.
   
4. Next, click on New Segment and again filter by Region, but this time select the filter operator is none of the following. As the region, again select English-speaking countries.
5. In your Customer Churn Rate chart, you can see that despite a spike in churn for English-speaking countries in the first quarter, non-English speaking countries appear to have more constant churn rates.

What we learned

We have learned so far that :

• Customers who live in non-English countries have a more consistent risk of churning
• Customers from English speaking countries showed a spike in churn activity in July 2020

To address these insights we could:

• Add support in other languages
• Investigate which factors may have driven a spike in churn activity among English speaking countries
• Monitor whether these actions succeed in driving down churn rates

Next steps 

To gain further insight into this, analyze data from specific non-English speaking countries to locate where most of your churn is coming from.

For example, if Spain’s churn rate is very high while generating a strong lead volume, Spanish may be the best choice for the first additional language to add support for. 

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