Ninety-two per cent of customers renewed. Revenue from them fell.

Logo retention is the easiest number to report and the least informative. What happens inside the accounts that stayed usually matters more than the ones that left.

By Steve 4 min read
Abstract bridge artwork for Ninety-two per cent of customers renewed. Revenue from them fell.

A business with 92% customer retention sounds like a business with a retention problem it has already solved. Eight accounts in a hundred leave each year, the rest stay, and attention moves on to acquisition. Then the revenue line does something the retention rate did not predict: it flattens, or slips, while the customer count holds. Nobody left. Less money arrived. This is the gap between counting customers and counting revenue, and it is one of the most reliable blind spots in a mid-sized business. The count is easy to…

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Important: General information only. Rialto Bridge articles describe patterns and considerations that may apply to a business; they are not financial, legal, tax or accounting advice, and they take no account of your particular circumstances. Consider your own situation and seek advice from a qualified professional before acting.

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