Customer Retention Rate

aka Logo Retention

The percentage of customers retained over a given period of time. This is also referred to as “Logo Retention”. A 100% retention rate is always good. Meanwhile, a 15% retention rate is usually bad. Whatever is in between varies by the industry. [1] [2] [3]


[1] 4 Ways to Measure Churn & Retention - Part 1,

[3] Sapienza, H.J., Smith, K.G., and Gannon, M.J. 2017. Using Subjective Evaluations of Organizational Performance in Small Business Research. American Journal of Small Business.

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