How To Report

Operationalizing The Customer Retention Model

September 12th, 2019
Lisa Nakano, null
Lisa Nakano
With contributor:


High-performing B2B organizations know their survival depends in part on their ability to read customer retention signals during the customer lifecycle. The Forrester Customer Retention Model guides a better understanding in the organization of retention drivers and gives customer engagement teams and account managers the opportunity to drive action that improves retention. In this report, we provide an eight-step approach that organizations can use to collect and prioritize customer retention signals.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.