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Five Tips for B2B Client Retention

Leanne Strickler
Published August 08, 2023

Acquiring a new customer is always an exciting milestone for businesses. However, it’s important not to overlook the value of existing customers in the pursuit of new ones. Neglecting customer retention can be a costly mistake. 

Research has shown that providing an excellent customer experience is a competitive advantage that can drive sales and lead to referrals. In fact, a study conducted by The New York Times found that 65 percent of companies’ new business comes from referrals. Here are some eye-opening customer retention statistics:

To improve customer retention, it’s important to track and analyze the Customer Retention Rate (CRR). CRR measures the percentage of customers who continue doing business with you over a given period. The formula to calculate CRR is ((E-N)/S) x 100, where E is the number of customers at the end of the period, N is the number of new customers acquired, and S is the number of customers at the start of the period. 

The goal is to keep the CRR as high as possible. According to Omniconvert, for most industries, “the average eight-week retention is below 20 percent. For products in the media or finance industry, an eight-week retention rate of over 25 percent is considered elite. For the SaaS and e-commerce industries, over 35 percent retention is considered elite.”

To combat the loss of B2B customers and keep them satisfied, it’s important to implement a solid customer retention strategy. Here are some effective strategies:


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