Interpretation of customer retention risk indicators

Customer Retention is a read-only analytics view of CRM. It aggregates the number of loyal customers, lifecycle data coverage, customers in the Lapsed stage, At-Risk number, and customer and transaction distribution by stage.

Customers are not changed in the view. When you identify a lifecycle stage or follow-up action that needs to be fixed, open the Lifecycle or CRM tab for the customer.

Customer retention: interpret churn and risk metrics

Customer Retention helps you interpret churn and risk metrics using four metrics and a stage-specific table. Customers excludes temporary accounts, Lifecycle Set compares the number of lifecycle records to loyal customers, Lapsed counts loyal customers in the Lapsed stage, and At Risk uses a separate deal and activity condition. The table shows the number of customers in each stage, the number of customers with an open CRM deal, and the stage's share of all loyal customers.

Metrics are a snapshot of the current moment. They do not include a time period, historical graph, sales value, or automatic customer forecast. Save your comparison figures elsewhere if you want to track your progress over time.

The address for Customer Retention is /crm/retention . The current name of the page is Customer Retention , not Retention.

Read the four key figures

Read the four key figures according to their own calculation rules. Cards use different delimiters, so their figures should not be treated as a direct funnel of the same set. Customers and the stage table exclude temporary accounts, Departed comes from the stage-specific grouping, At risk uses its own trade and activity condition, and Lifecycle set calculates lifecycle records directly. Always check the different figure against its own definition and compare it to the table.

Customers

Customers is the total number of permanent customer accounts. Records with temporary_customer value indicating a temporary customer are filtered out.

The number does not indicate the number of Customer lifecycle stages. It includes all recurring customers, regardless of whether a lifecycle stage is set.

Use the Customers figure as the denominator for the Lifecycle Set percentage and Share column in the Stages table. It does not include information about customer revenue, order volume, or activity.

Lifecycle set

The Lifecycle set displays a percentage and ratio, such as 120 / 400 . The numerator is the number of lifecycle records and the denominator is the number of remaining customers.

The current numerator calculation does not associate lifecycle records with the customer register and does not exclude temporary or expired customer records. Therefore, the percentage may differ from the sum of the phase table or even exceed 100%. Treat such a result as a data quality error, not as CRM coverage.

The denominator of the relationship still only uses permanent customers, which makes the integrity error visible but does not fix it.

Departed

Departed counts loyal customers whose lifecycle stage is Departed. The card is highlighted as critical if the count is greater than zero.

Departed refers to the classification of the customer relationship. It is not the Lost status of the CRM store nor is it an automatic conclusion from the system about the customer's purchasing behavior.

The card count matches the Customers count in the Departed row of the Stages table because both are based on the same stage group of permanent customers. Review individual customers in the Lifecycle workspace.

At risk

Only permanent customers in the Customer lifecycle stage who do not have an open CRM transaction are considered at risk . In addition, the customer must either have no CRM activities or the last completed activity must be more than 90 days old.

The At-Risk figure does not measure overall inactivity or the last purchase. It also does not reliably handle unfinished activity: if there is an upcoming unfinished task in addition to an old completed activity, the customer may still end up in the At-Risk figure. If the customer only has unfinished activities, completed_at comparison may leave them out of the figure.

Read the step-by-step table

Read the stage-specific table in the order Not Set , Lead , MQL , SQL , Customer , and Exited .

• The stage displays the lifecycle group.
• Customers shows the number of regular customers in the group.
• Open Deals shows the number of customers in a group who have at least one open CRM deal.
• The share is the number of customers in the phase divided by the number of all permanent customers, rounded to a percentage of the total.

Open trades is not the total number of open trade records. If one customer has three open trades, they increment the column by one.

Not set includes permanent customers who do not have a lifecycle record. It is not a stage to record, but a group of missing classifications.

Check the At Risk number before the procedure

Check the At Risk figure for each customer before taking a winback or activation action, as the technical condition of the meter does not prove churn risk.

1. Open Open Lifecycle .
2. Select the Customer stage.
3. Open the customer details page.
4. Check open, won and lost CRM trades.
5. Check completed and unfinished activities and their times.
6. Check order history and agreed-upon contact before classifying a customer.

Customer Retention does not provide a drill-down customer list from the At Risk card. The figure is a summary, so individual members must currently be identified using other CRM views.

Don't move a customer to the Departed stage based solely on the At Risk number. The stage change is a CRM decision made by the user.

Improve lifecycle data coverage

To improve lifecycle data coverage, first process the Not Set group and check for an outlier Lifecycle Set percentage.

1. Select Open Lifecycle .
2. Open the Not set group.
3. Assess each client according to the agreed-upon phase model.
4. Select Lead, MQL, SQL, Customer, or Departed.
5. Go back to Customer Retention and check the metrics again.

The stage selection is saved in the Lifecycle workspace immediately. Customer retention is updated on the next page load.

If the Lifecycle Set counter is greater than the sum of the actual stages in the stages table, this may be due to lifecycle records remaining in temporary or missing customers. Fix data integrity before using the percentage.

Use the view for regular monitoring

Use the Customer Retention view for regular monitoring with the same interpretation and documented rhythm.

• Monitor the decrease in the Not Set portion.
• Compare the Removed quantity to the previously recovered value.
• Research the At Risk chapter's clients before contacting them.
• Compare step shares, but don't call a change a conversion without a transition history.
• Check whether the Open Deals figure covers the expected customers.

The view does not store the comparison date or previous metric values. If you need a trend, export or record the numbers in a separate approved report.

The key figures do not weight customers by revenue, margin, or number of orders. One large customer and one small customer affect customer numbers equally.

CRM module preview mode

The preview mode of the CRM module shows the four cards and sample steps of the Customer Retention page, but the values are masked and cannot be used for analysis.

Open Lifecycle is in preview mode behind a module lock. You cannot correct steps or view correct customer numbers without the CRM module.

Preview zeros or milestone rows do not represent your customer base. Enable the CRM module before tracking Customer Retention.

In preview mode, you also cannot drill down into the background of the At Risk or Departed figures, as the actual metrics are not loaded without a module subscription.

Impact on online shopping

The impact of customer retention on an online store is only to guide internal work. The view is not visible to the customer and does not change the price, balance, availability, visibility or checkout of products.

A "Departed" or "At Risk" rating will not trigger a message, discount, or campaign. Please take any possible clawback action in a separate approved tool.

CRM lifecycle stages are not storefront pricing customer groups. Changing a customer's stage does not change their customer group.

Good to know

Good to know about Customer Retention metrics:

• Customers only includes permanent customer accounts.
• The Lifecycle Set counter counts all lifecycle records without the restriction of the customer connection.
• Departed corresponds to the Departed row in the phase table.
• Open trades count customers, not the total number of trades.
• At risk only applies to customers in the Customer stage without an open transaction.
• The risk is using the time of completed activities, not the order history or the most recent event of all activities.
• The outlook does not provide a drill-down list of At-Risk customers or a historical trend.
• Changes are made in the Lifecycle workspace or on the customer's CRM tab.