Repeat customer rate
The share of customers with more than one completed visit in a stated window.
OpenGlossary
Customer retention glossary
Short definitions of the terms behind repeat visits. Each entry gives the formula, a worked example with fictional numbers and the mistake to avoid.
Returns
Did the customer come back
Return window
The expected gap before a customer is due back, and how to define it from history.
OpenReturn adherence
The share of established customers who return by their expected deadline. 60% of the Retention Score.
OpenAppointment adherence
The share of scheduled appointments that were attended, kept separate from later returns.
OpenLosses and recovery
Who stopped, and who came back
Churn rate
The share of a starting group lost in a period, and why a gap is not a confirmed loss.
OpenChurn vs no-show
A missed appointment is not a lost relationship. How to tell them apart.
OpenReactivation rate
Observed returns among a defined lapsed group, separate from campaign impact.
OpenWin-back rate
Completed returns from a defined win-back audience, with costs reported separately.
OpenLonger guides
Formulas in more depth
Customer retention rate
Choose the formula that fits your business and state the window.
OpenFirst to second visit conversion
How many first-time customers complete a second visit. 40% of the Retention Score.
OpenRebooking rate
Booked next visits against eligible visits, kept apart from completed returns.
OpenRetention Score
The 0 to 100 index RetentionTek computes from completed visits.
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