How to Calculate Customer Retention Rate and Improve Your Business Performance

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As a business owner, you know that acquiring new customers is important, but it’s equally important to retain existing ones. Customer retention rate is a metric that measures the percentage of customers who continue to do business with you over a certain period of time. In this article, we’ll explain how to calculate customer retention rate and offer tips for improving it.

What is the Customer Retention Rate?

Customer retention rate is the percentage of customers who continue to do business with you over a certain period of time. It’s a metric that helps you measure how successful you are at keeping your customers. The formula for calculating customer retention rate is as follows:

Customer Retention Rate = ((CE-CN)/CS)) X 100


  • CE = Number of customers at the end of the period
  • CN = Number of new customers during the period
  • CS = Number of customers at the start of the period

For example, if you start the period with 100 customers, gain 20 new customers, and end the period with 80 customers, your customer retention rate is ((80-20)/100) X 100 = 60%.

A pro tip: If you want to learn more about  customer satisfaction and improving customer retention, consider reading our expert article “How to Increase Customer Retention Rate Using a Data-Driven Approach?

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Why Measure Customer Retention Rate?

Measuring customer retention rate is important for several reasons:

It’s a key indicator of customer satisfaction. If your customers are satisfied with your products or services, they’re more likely to continue doing business with you.

It’s less expensive to retain existing customers than to acquire new ones. It costs five times as much to attract a new customer as it does to retain an existing one.

It helps you identify areas for improvement. If your customer retention rate is low, it could be a sign that you need to improve your product or service offering or customer service.

How to Improve Customer Retention Rate

Improving customer retention rate involves understanding your customers’ needs and preferences and providing excellent customer service. Here are some tips for improving your customer retention rate:

Leverage your business data

Make the full use of the data you gather on your sales, customers and products to have a clearer picture of your customer behavior, the performance of your products and the efficiency of your sales. Setting and tracking performance KPIs and metrics can give you lots of valuable insights.

Understand customer needs and preferences

Another way to improve customer retention rate is to understand your customers’ needs and preferences. Conduct surveys or focus groups to get feedback on what your customers like and dislike about your products or services.

Provide excellent customer service

Customers who receive excellent customer service are more likely to remain loyal to a business. Make sure your customer service team is knowledgeable, responsive, and friendly.

Offer incentives and rewards

Offering incentives and rewards can encourage customers to continue doing business with you. For example, you could offer a loyalty program or discounts for repeat purchases.

Communicate effectively with customers

Effective communication is key to retaining customers. Keep your customers informed about new products or services, promotions, and any changes to your business that may affect them.

Why Customer Retention Rate Matters

Customer retention rate is an important metric that can have a significant impact on your business performance. Here are some benefits of having a high customer retention rate:

  • Increased revenue

Customers who continue to do business with you over a long period of time are more likely to spend more money than new customers.

  • Positive word-of-mouth

Satisfied customers are more likely to refer their friends and family to your business, which can lead to new customers and increased revenue.

  • Lower marketing costs

Retaining existing customers is less expensive than acquiring new ones. By keeping your customers happy, you can reduce your marketing costs and increase your profits.


Measuring customer retention rate is important for any business that wants to improve its customer satisfaction and revenue. By understanding your customers’ needs and preferences, providing excellent customer service, and offering incentives and rewards, you can improve your customer retention rate and increase your profits. Remember that retaining existing customers is less expensive than acquiring new ones, so it’s important to prioritize customer satisfaction in your business strategy.

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