PSFK’s professional-grade research platform, featuring access to our full-report library and on-demand research services.

Take me to PSFK iQ

Want to send us an email?

Email us at

What Is Customer Retention?

Customer retention refers to retaining existing customers. The goal of customer retention is to ensure existing customers make repeat purchases, are satisfied with a company’s services, and do not defect to a competitor.

When a customer becomes dissatisfied with a product or service, he/she may either leave or stay. If a happy customer stays, he/she is said to be retained. On the other hand, if a customer leaves, he/she is not counted as being retained.

Longtime customers are more willing to branch out and try other products from a company they trust and from sister companies. Higher customer satisfaction increases your profits across all product lines.