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Customer retention
Calculate the share of opening customers still present at period end.
Try your numbers
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Your result
How this works
Calculate the share of opening customers still present at period end.
Formula
Retention = (ending customers − new customers) ÷ starting customers × 100.
Assumptions and limits
Counts active customers consistently. Reactivations need consistent treatment.
Worked example
Replace the example with your own figures, then compare scenarios. Include all relevant costs and use records from matching periods.