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The complete guide to customer retention, loyalty and churn terms. Find definitions for key terms and concepts, helping you to understand and improve your offering.
Acquisition
Annual contract value (ACV)
Annual recurring revenue (ARR)
Annual run rate (ARR)
Average account revenue churn (ARC)
Average lifetime value (LTV)
Average revenue per user (ARPU / ARPA)
Average selling price (ASP)
Billings
Bookings
Brand Advocate
Brand Engagement
Customer activity
Customers in Program
Churn
Cohort
Contraction MRR / Downgrade MRR
Cost of goods sold (COGS)
Customer acquisition cost (CAC)
Customer attrition rate
Customer base
Customer churn rate
Customer Engagement
Customer Experience
Customer lifetime value : Customer acquisition cost (CLTV : CAC Ratio)
Customer lifetime value (CLTV / CLV)
Customer retention rate / Customer renewal rate
Customer revenue
Customer success software
Deferred revenue
Expansion MRR / Upgrade MRR
Gross Margin
Gross revenue retention / Gross retention rate (GRR)
Incentive Program
Loyalty Tier
LAER
Liability in a loyalty program
Lost customers
Loyalty Software
Monthly recurring revenue (MRR)
MRR churn
MRR growth rate
Net dollar retention (NDR)
Net MRR
Net negative churn in SaaS
Net revenue retention / Net retention rate (NRR)
New customers
New MRR
Non-cash reward
Order
Points redemmed via
Points earned via
Points Engagement
Programme Orders
Programme Revenue
Points
Redemption
Referred Orders
Referred Revenue
Redemption Rate
Referrals
Reactivation MRR
Recovering customer acquisition cost (RCAC)
Recurring revenue
Refunds
Revenue
Revenue backlog
Revenue churn rate
Subscribe and save
Total points redeemed
Tier distribution
Total points outstanding
Total points earned
Unit economics
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