Definition
Retention
Retention is the ability to keep customers over time, the opposite of churn. High retention means customers stay, buy again, and refer others. It is often more profitable to retain an existing customer than to acquire a new one, so retention is a key driver of growth.
Retention is about holding onto the customers you worked hard to win. A business with strong retention builds a base of repeat buyers who cost nothing to reacquire and often spend more over time.
Retention comes from doing good work and staying in touch. Follow-up after a job, timely reminders for recurring service, and quick responses to problems all keep customers loyal. Small, consistent attention is usually what separates high-retention businesses from the rest.
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