Going beyond metrics to crack customer retention
Customer retention can be difficult to master. Consultant Abi Hough explains why brands need to go beyond numbers to keep customers coming back and how observing customers in their ‘natural, digital habitats’ offers the key.
Summary
Key concepts
Brands obsess over retention metrics (clicks, churn, CLV), but these numbers don’t reveal why customers stay or leave—understanding people is key
Kellers Brand Equity Model
An introduction to Keller’s pyramid of brand-building:
- Salience (Identity) – Who are you? Recognise your audience’s values and mindset.
- Meaning (Performance & Imagery) – What are you? Align your product’s values and social/psychological fit to customer needs.
- Response (Judgments & Feelings) – What about you? Elicit the right emotional reactions.
- Resonance (Relationships) – What about you and me? Drive a deep, ongoing connection
Brands must build from the ground up—from identity through resonance—to truly retain customers.
Real-world examples
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LEGO Ideas: Fans design, share, and vote on real LEGO sets—blurring the line between customer and co-creator.
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Brompton Bicycle: Hosts a track race at the London Cycle Festival, forging community and brand loyalty
Why this matters
Going beyond the numbers helps you understand the human motivations behind loyalty:
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Metrics tell what but not why.
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Understanding emotional and social drivers reveals actionable insights for long-term engagement
Key takeaway
Customer retention is a human – not data‑only game. To go beyond short-term metrics, brands must engage with customers as people—knowing who they are, what they feel, and why they stay.
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