Acquisition gets the headlines. Retention builds the business. Customer experience design and retention strategy are where marketing meets its highest-ROI work.
Acquiring a new customer costs five to seven times more than keeping one. The resources here cover the full lifecycle after the first conversion: onboarding, engagement, loyalty, and the feedback loops that reduce churn.
The gross dollar retention formula measures the percentage of recurring revenue retained from existing customers over a given period, excluding any expansion revenue from upsells or cross-sells. Calculated as: GDR = (Starting MRR, minus contraction MRR, minus churned MRR) divided by Starting MRR, multiplied by 100. It tells you, cleanly and without flattery, how much…
A good LTV to CAC ratio is generally considered to be 3:1, meaning a customer generates three times the revenue it costs to acquire them. But that benchmark is more starting point than finish line. The ratio tells you whether unit economics are viable. It does not tell you whether your business is healthy, whether…
A CX experience map is a structured visualisation of every interaction a customer has with your business, from first awareness through to post-purchase, showing what they experience, what they feel, and where the friction lives. Done well, it replaces assumption with evidence and gives cross-functional teams a shared picture of reality. Most businesses already know…
Churn analysis is the process of identifying which customers have stopped buying, why they left, and what patterns predict future departures. Done well, it shifts retention from a reactive scramble into a structured commercial discipline. Most businesses track churn as a single headline number. That number tells you something has gone wrong. It does not…
Client churn rate measures the percentage of clients who stop doing business with you over a given period. It is calculated by dividing the number of clients lost during a period by the number of clients you had at the start of that period, then multiplying by 100. Simple enough in theory. In practice, most…
A customer experience map is a structured visual representation of every interaction a customer has with your business, from the moment they first become aware of you to the point they either stay, leave, or refer someone else. It documents what customers are doing, thinking, and feeling at each stage, and where the gaps between…
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