Best Practice Report

The Customer Retention Model

Lisa Nakano
 and  one contributors
Jul 09, 2019

Summary

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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