Monthly churn for SaaS is healthy at 1–3% (B2B) or 4–7% (consumer). Annual e-commerce "churn" usually means the share of customers who don't reorder within their category's expected window.
Voluntary churn (canceled / lapsed) is different from involuntary churn (failed payment, expired card). Involuntary churn is often the larger bucket. And the easier to fix with payment-reminder agents.
Voice-driven win-back can recover 15–25% of lapsed customers who ignore email. Turning churn into reactivated revenue.