The share of customers kept from one period to the next, as a percentage. The higher, the better.
Why this indicator
Keeping a customer is always less costly than winning one. So customers who come back represent recurring, predictable revenue.
Loyalty protects against competition and cushions demand shocks.
The scale targets 60% and above in the comfort zone.
Where to find the figure
In invoicing and the CRM: tracking customers from one period to the next.