Customer retention rate Calculator

How to calculate customer retention rate

This tool calculates customer retention rate from Customers at end, New customers, Customers at start. Enter each quantity in its labelled field, then use the formula below to check the calculation.

Formula

(end − new) ÷ start × 100

Worked example

Customers at end

110

New customers

20

Customers at start

100

Applying the formula to these values gives 90 %.

What should I check?

Explore loan repayment estimates, interest, profit margins, pricing and business costs. Enter your own rates and costs; these tools provide arithmetic estimates rather than financial advice.

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