Customer Retention Calculator

What is increasing your retention rate worth?

This calculator will enable you to determine the financial impact of changes to your customer retention rate. Just fill in the parameters as specified. To get a definition for each parameter, “mouse over” the question mark symbol.

After entering the parameters, be sure to hit the “refresh” button on your browser to perform the calculations. Don’t know what your customer retention rate is? Find out by performing a customer loyalty and retention analysis.

Note that the inputs you provide are not stored and are completely confidential. However, you might want to click the “Print This” button at the bottom of the page to make a copy of the scenario for your records.


Left Brain Marketing

Customer Retention Calculator

This is an optional field for your reference.
This is an optional field for your reference.
The total annual number of units sold within the category as defined above.
The annual unit sales of your brand or product divided by the total category units as listed above.
Equals the total unit sales for your brand/product among first time category buyers divided by your total annual unit sales. (Enter a whole number without the percent sign. For example, for 25%, enter 25 - not 0.25)
Equals the total unit sales for your brand/product among those whose prior product was also your brand divided by your total annual unit sales. (Enter a whole number without the percent sign. For example, for 25%, enter 25 - not 0.25)
Equals the total unit sales for your brand/product among those whose prior product was a competitor brand divided by your total annual unit sales. (Enter a whole number without the percent sign. For example, for 25%, enter 25 - not 0.25)

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The unit profit or contribution for each incremental unit sold.
Among your customers who repurchased the category in a given year, the proportion that stayed with your brand. (Enter a whole number without the percent sign. For example, for 50%, enter 50 - not 0.50)
Among your customers who repurchase the category, the desired or anticipated percent that stay with your brand instead of purchasing a competitor brand. (Enter a whole number without the percent sign. For example, for 51%, enter 51 - not 0.51)
Current Desired
  Market Share Market Share Point Difference Unit Difference Incremental Margin
Retention Impact
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