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Retention Rate

The percentage of customers that a company keeps over a period.

Acme has 100 customers, gained 20, but lost 5. Retention Rate = [(100 - 5) / (100 - 20)] * 100 = 95%. Acme uses this to measure customer satisfaction.

Divide the number of customers at the end of a period by the number at the start, minus new customers, then multiply by 100.

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Retention Rate

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