Customer Retention Data
A marketing and sales KPI measuring a business's ability to keep the customers it already has.
Retention is often the most practical customer KPI for a small business, because it can be counted from its own transactions without buying market data. A loyalty card converts repeat purchase into something countable.
Often Confused With
- Customer Satisfaction Ratings
- Satisfaction measures what customers say; retention data measures what they actually do next.
- Market Share
- Retention data needs only the business's own records; market share needs data on the entire market's sales.
Taught In
See Also
4.2.B.2