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Customer Retention Rate: What Is It And How To Obtain It? | Maction
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Customer Retention Rate: What Is It And How To Obtain It?

Still unsure of your monthly, quarterly, or yearly customer retention rate? If the answer is yes, you must begin measuring and acting to preserve or perhaps improve it.

In this post, we’ve assembled all you need to know to obtain this critical data for client loyalty and business success.

What Is Customer Retention Rate?


The customer retention rate (CRR), as opposed to the churn rate, is a statistic that quantifies the percentage of customers that a company keeps for a specific length of time.

The Customer Retention Rate is expressed as a proportion of a company’s existing customers who remain loyal over that time period.

In general, specific periods, such as a month, quarter, or year, are used to calculate this rate. If you’re interested in learning about client retention rates, you might be interested in learning about the customer journey.

The Significance of Assessing Customer Retention Rate

Source: Nexcess

If you want to expand your business sustainably, you must keep an eye on this figure. Retention is critical to promoting repeat purchases and continued value from your client base.

Knowing your company’s level of satisfaction and client loyalty is a crucial aspect of improving retention. Analyzing the client retention rate is a good approach to see how your company is doing in this area.

The customer retention rate also assists businesses in determining which operations, such as sluggish or poor customer service or a faulty product, may drive off new and existing customers.

Customer retention/churn is an important KPI for many firms since a company’s ability to keep existing customers is critical to both short-term and long-term profitability.

Some of the most important causes are as follows:

  1. Retaining existing clients is frequently less expensive than acquiring new ones. Acquisition costs for sales and marketing typically outweigh expenditures for customer service and ongoing customer satisfaction.
  2. Customers who are loyal are likely to be repeat customers, indicating that they are valuable. Increasing customer retention increases the likelihood of a customer becoming a loyal, repeat customer and can significantly increase earnings.
  3. Businesses can more effectively upsell or cross-sell to their customers since they already have a relationship based on trust and product satisfaction.
  4. Referrals from satisfied consumers can often lead to new clients.

Customer retention should be a primary goal for almost every organization, not just an essential number. So, before we examine potential ways to improve it, let’s first look at how we can measure it.

How Do You Compute The Client Retention Rate?

To calculate your client retention rate, you must first complete the following steps:

  1. Select the time period to be evaluated (week, month, quarter or year, for example).
  2. Determine how many consumers you have at the conclusion of the specified time period.
  3. Subtract the number of new consumers you gained within that time period.
  4. Divide the total sum by the number of clients you had at the start of the term
  5. Then double it by a factor of 100

The formula for calculating the client retention rate is as follows:

100 [CF-CN]/CI


  • Customers at the end = CF
  • CN = New clients
  • Clients in the beginning = CI

How Can You Increase Your Customer Retention Rate?

Source: SuperOfficeCRM

Now that you understand what this phrase entails, we propose that you take the following five measures to improve client retention:

Set Reasonable Goals

Exceeding client expectations is always a smart idea. Make it clear what they will receive and what they may expect from your business. To accomplish this, you must be as realistic as possible when promising experience and then work to go farther.

Once you’ve established clear consumer expectations, organize your employees to achieve these objectives. Is each department doing everything possible to improve the customer experience?

Customers tend to recall the negative before the positive, so don’t risk falling short. Even one error can cause a customer to leave.

Create Trust

The first stage in acquiring client trust is to create a brand that is easily relatable. Having something in common promotes trust, which is essential for developing a solid relationship and, as a result, a successful business.

Use your clients’ data to better understand their wants and provide a great customer experience. Allow them to advise you on the best approach to communicate with them in order to acquire their trust.

You don’t have to spend time encouraging clients to buy your product when they trust you.

Establish Explicit Success Metrics

Customer service KPIs demonstrate to staff that you are objectively assessing performance. Ensure that agents are up to speed on customer service best practices, and that ratings are measured using customer satisfaction (CSAT) surveys.

After agents have resolved their problems, review consumer comments. Track call resolution time and utilise this information to reward personnel who provide the best customer service.

Gather Client Feedback

Simple surveys can be used to collect client feedback after service calls, online interactions, or messages via email, text, or social media.

Collect customer input and use it to calculate the Net Promoter Score (NPS), Satisfaction Index, and Customer Effort (CES). Utilize this input to improve your service experience, increasing retention while meeting new client expectations.

Remember that proactive, tailored service and interactions, as well as an omnichannel customer experience, are now anticipated. Getting to know the customer and learning what they want is the best method to meet expectations.

As a result, it is necessary to conduct satisfaction surveys and evaluations, as well as thoroughly evaluate the data to identify areas for development.

Keep Customers Updated

Customers must be educated on a regular basis by giving them up-to-date information about your products and services. This should include communicating product milestones to your consumers so they know you are committed to continual improvement.

Use numerous consumer communication channels, such as web chats, social media, and text messages, on a regular basis. Remember to tailor your material to boost your consumers’ voices.

Enhance User Onboarding

One of the most common causes of churn is that people do not understand how to get the most out of a product. A corporation should ensure that the client is aware of the primary benefits that a product provides during the onboarding process.

Training sessions that teach users about best practices and standardized workflows are an excellent method to accomplish this. Giving your clients the resources they need to thrive can increase customer happiness and reduce churn over time.

Get Personal with Social Media Assistance

When it comes to immediate response, social media is the preferred method. Clients want rapid and personalized customer care, and social media is ideal for this. Social networking is an excellent tool for resolving potential customer support concerns or queries.

Use Automated Emails

Making clients as active as possible is one strategy to enhance retention. If a user has been inactive for a time, an automated email sent through your CRM system may persuade them to take action.

This method is best suited to inactive users. Users who are already familiar and active with the product will be annoyed by a bombardment of automated emails.


We propose that you use the customer retention rate as one of your key business indicators as soon as possible now that you understand what it is, how to assess it, and some of the most critical activities to increase it.

If you want to learn more about this product, we urge you to request a free demo or sign up for a free account to take advantage of everything we have to offer. Marketing research is a powerful but under-utilized tool and Maction can help you with it. Whether you want to know how to re-establish your company’s momentum, what’s going on in the market, why your top competitor is winning all the business, or how to maintain your competitive edge, the answers are available. All you need is the will and the means to extract them.