Business Pitch Dictionary by pitch.dog
Retention, churn & expansion · Working

Dormant customer

Also called: lapsed customer

ELI5

A customer considered inactive but not necessarily formally churned.

Used in conversation

“Compare dormant customer with the same cohort and period before drawing a conclusion.”

Pitch context

You will see “Dormant customer” in go-to-market plans, sales forecasts, account reviews and commercial proposals when the discussion reaches retention, churn & expansion.

Why it matters: It helps a reader interpret retention, churn & expansion without confusing the measure, decision, role or evidence being discussed.

Sources & evidence · 2

Supporting source families. This entry is an editorial synthesis rather than a quotation from one canonical glossary.