Everyone Measures CAC, But Who's Counting CFC?

In every strategy meeting today, one metric is invariably mentioned: Customer Acquisition Cost (CAC). Whether you’re a well-funded corporate retailer, or raising your first angel round, or a well-established digital duopolist brand scaling Series C, CAC is one of the key performance metrics. “Real” spend that is neatly broken down by channel, optimised by funnel tweaks, scrutinised to the last rupee or dollar.

But there's a metric we almost never hear about that could be costing brands far more in the long run.

Let’s call it Customer Forfeiture Cost (CFC), the residual lifetime value that is lost when a customer walks away from your business not because of price, competition, or even shifting needs, but because of a “burn”: a delivery missed or messed up, a refund that took weeks, an arrogant customer service call, or a product that failed spectacularly against the promise. In other words, when your brand hurts someone enough to make them walk away. Probably for ever.

It’s a paradox: brands are pumping thousands of crores into acquiring users, but they’re bleeding value at the other end.  Yet, while CAC is a line item in every financial statement, CFC is invisible in management dashboards. CEOs don’t announce, “We’ve cut our forfeiture cost by 20% this quarter.”

Yet. every CXO knows it exists. The NPS scores, the social media complaints, the “never again” comments in reviews, the sinking feeling when repeat purchase rates fall.

Why CFC Matters More Than Ever

In every business, during the early stages each sale is a victory. Whether it was the retail chains that grew in the 1990s and early-2000s or the digital upstarts that came up through 2010s and 2020s, scale has been the mantra, and investors have poured money into scaling through the growing consumption of India 1 and India 2 customers.

Today customer acquisition isn’t cheap. The same person who clicked impulsively in 2020 now thinks twice before confirming payment. In this landscape, retention isn’t optional, it’s existential.

Every lost customer isn't just a refund processed, or a cart abandoned. It's the long tail of future repeat purchases that will never happen, negative word of mouth and brand distrust in the customer's circle of influence, and increased future CAC due to declining organic reach. 

Way back in 1967, management consultant Peter Drucker wrote in his book “The Effective Executive”: “What gets measured, gets managed”. 

Today your CAC may be Rs. 500-1,000. If the average customer life time value (LTV) is Rs. 10,000, and a single burn causes churn after just one order worth Rs. 2,000, your CFC is Rs. 8,000, and that doesn’t even include reputational spillover.

Why We Don’t Measure It

Yes, CFC is hard to quantify. It’s not as easily attributable as ad spends. There’s usually no neat model telling you why someone never returned, because tech stacks aren't typically designed to track emotional exits. And let’s face it, introspection about broken relationships is uncomfortable, even for management teams.

But that doesn't mean it’s not real. If a customer leaves because your delivery executive messed up, or because your app crashed during checkout twice in a row, that’s on you, not the market. And in a business climate where sustainable growth is the mantra, LTV is king. 

Ignoring CFC is like watching your roof leak and blaming the rain.

Toward a New Discipline

Brands and retailers must start measuring CFC, the value lost when customers disengage due to friction, mistrust, or neglect, and then start working on reducing it. This can be done by:

• Tracking negative exits: Build feedback loops for poor customer satisfaction scores, refund requests, support escalations, and analyse their downstream effect on churn.

• Building burn indicators: Assign internal scores to incidents where customers express betrayal or frustration, and combine qualitative feedback (customer calls, social posts) with purchase history to gauge how and when you lost someone.

• Incentivising retention, not just acquisition: Perhaps most important, align teams across functions, not just marketing, to reduce friction and foster delight. Your logistics, tech, and customer service teams are as responsible for growth as your ad agency.

The Competitive Edge We’re Not Using

In a crowded space where everyone’s vying for eyeballs, trust is the true moat. Customers don’t expect perfection – they do expect accountability, authenticity, and recovery when things go wrong.

Brands that understand and act on Customer Forfeiture Costs will quietly start building a powerful edge: deeper brand loyalty, lower CAC over time thanks to referrals and repeats and greater lifetime value per user. 

In other words, real, compounding value.

As the Indian brand ecosystem matures, Customer Forfeiture Cost needs to be as visible and valued as CAC. Acquisition is the invitation; experience is the relationship. Relationships, once broken, are expensive to rebuild; if they can be rebuilt at all.

In the end, growth isn’t just about who comes in. It’s about who stays, and why.