Best Practice Report

The Customer Retention Model

July 9th, 2019
Lisa Nakano, null
Lisa Nakano
With contributor:


Traditionally, B2B organizations have focused almost solely on the acquisition of new customers, failing to implement purposeful retention approaches. Sales, marketing, and product teams often miss the opportunity to balance efforts and resources to enable and maximize growth from existing customers. In this report, we introduce the Customer Retention Model, which guides customer engagement leaders’ understanding and measurement of customer retention and helps them operationalize their role in steering the customer journey toward renewal.

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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.