Customer Retention Rate

Summary

The rate at which customers remain with the organization over a defined period.

Conventional Definition

Customer Retention Rate is commonly calculated as retained customers divided by customers at the start of the period, adjusted for new customers where appropriate.

Value Realization-Oriented Definition

In Value Realization, retention is evidence that delivered outcomes remain valuable enough for customers to continue the relationship.

Notes

This draft measure is an indicator, not a complete proof of realized value. It should be interpreted with baseline, attribution, timing, confidence, quality, risk, and sustainability evidence.