Retention refers to the strategies used to keep as many of your current customers as possible.

The term is also known as customer retention.

Rather than focusing on securing new customers, it promotes loyalty in your existing customers so that they’re more likely to make repeat purchases (or, in the case of SaaS or subscription-based businesses, stay signed up).

Simply put, retention is the opposite of churn.

Related terms:

Customer retention rate (CRR) is the percentage of customers who continue to do business with a company over a given period of time.

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