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

Advanced segmentation is available on all plans, except for the legacy ESSENTIAL plan.

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 geo data in order to build the segments described in this article. 

Setting up segments to compare 

We will create an English-speaking countries segment as well as a Non-English speaking countries segment that we can compare. 

  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 create the segment Non-English speaking countries, select all the countries that you want to include and then click Save Region.

  4. To compare the two regional segments, go to your Customer churn rate chart and click on All Regions. Select the region English Speaking Countries.

  5. Next, click on New Segment to add the second Non-English Speaking Countries region.mceclip2.png
  6. In your Customer Churn rate chart, you can see that the churn rate for non-English speaking countries is higher than in English speaking countries. 

What we learned

We have learned so far that customers who live in non-English countries:

  • Are at a greater risk of churning 

To address this problem we could:

  • add support in other languages
  • 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. 

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