This article is from Tom Burrell's, Retention Blueprint Newsletter. Written specifically for Subscription businesses, 'The Retention Blueprint' is a free, retention-focused digest delivered straight to your inbox every Friday, providing you with the insights you need to drive retention-led growth.
What happens if you do not invest in retention
This is best explained with a hypothetical scenario…
At the start of the year, you have 100% of your customers. You expect to lose 10 percentage points, and you budget for 10pp customer growth overall to get you to 110% of the previous year’s customer number. The ‘plan’ bar in the graphic below:
