Are customers in non-English speaking countries more likely to churn?

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 will analyse if customers who reside in a non-English speaking country will be at a greater risk of churning. 

Adding attributes 

Our integrations automatically detect customers' location information as recorded in your billing system. The location information is stored in ChartMogul and can be used for segmentation via our maps feature. You can learn more about other default attributes available in ChartMogul here. If you submit data via the Google Sheets App or Import API, you will need to specify the geodata in order to build 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. Head to the maps page.
  2. You can now click on all English-speaking countries. Once your selection is complete, click on Save Region and name it accordingly.
  3. To compare the two regional segments, go to your Customer churn rate 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. churn_rate_compare_regions.png

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, you can start to drill down into specific non-English speaking countries to locate where most of the 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. 

Share your analysis 

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