Churn and Propensity to Churn The relationship between company and consumer develops far beyond the purchase phase and finds its maximum expression immediately after the customer becomes part of the customer base. This newly established relationship enjoys many advantages, such as making a profit for the company and satisfying a customer’s need. The most attentive companies do not consider the closing of a sale a milestone, but simply a starting point for increasing customer satisfaction and generating new touchpoints for upselling or cross-selling.