Customer Retention defines all the necessary actions and activities carried out by a business organization in a bid to decrease their rate of customers outflow i.e. to cut down the rate at which their customers defect to other business organizations.

Customer Retention aims at helping business organizations to maintain and retain existing customers as much as possible. Some of the strategies adopted under Customer retention include brand loyalty and customer loyalty initiatives.

Move for customer retention begins right from the first contact of the customer with the company and continues all through their relationship. Basically, Customer Retention can be applied to all companies as long as the company is involved in product and service delivery, be it a B2C or B2B company.

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