Customer Retention Rate Calculator
Calculate your customer retention rate and churn rate.
Enter starting customers, new customers, and ending customers.
Retention & Churn Rates
Customer Retention Rate measures the percentage of customers a company keeps over a period.
Retention Rate = ((Customers at End - New Customers) / Customers at Start) × 100
Churn Rate = 100% - Retention Rate
Example:
- Start: 1,000 customers
- New: 200 customers acquired
- End: 1,050 customers
- Retained: 1,050 - 200 = 850
- Retention rate: 850/1,000 = 85%
- Churn rate: 15%
Industry benchmarks:
| Industry | Avg Retention Rate |
|---|---|
| SaaS / Software | 90–95% |
| E-commerce | 25–35% |
| Banking | 75–85% |
| Telecom | 75–80% |
| Insurance | 80–90% |
| Media / Streaming | 70–80% |
Why it matters:
- Acquiring new customers costs 5–25x more than retaining existing ones
- A 5% increase in retention can boost profits by 25–95%
- High churn signals product, service, or pricing problems