Customer Retention Rate

Customer Retention Rate is an indicator of customer loyalty (or the extent to which a company is able to keep acquired customers).


Customer Retention Rate (CRR) = Number of customers at the beginning of a period / number of those customers that remained customers at the end of a period


This indicator is included in the book: Key Performance Indicators - the 75+ measures every manager needs to know, which contains an in-depth description of this KPI, as well as practical advice on data collection, calculations, target setting, and actual usage.

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