How to measure new customer retention? This is how we do it!

A normal conversion flow would be:
Marketing (Inbound and outbound) -> Acquisition -> Activation -> Hold -> Revenue + Referral

In this post I show you the dashboard that we use at Crossfy to analyze the retention of new clients.

We offer interested customers a free trial period to review the software, test it, use it and find out if it suits their needs.
We set up their account and they start with Crossfy.

To determine how that test is coming I created a Retention dashboard

In the table you can see all the new Crossfy customers, one for each row and colors to determine their status.

In the different columns you can see these metrics:

• Days on the platform
• Number of partners
• Routines
• Lessons
• Shift packages
• Shifts
• News

I assign a weight to each piece of data and calculate an overall retention percentage that determines the colors.

These are the colors:

• Gray (0% to 49%): Shows passive and does not use the system yet
• Yellow (50% to 79%): You are already using some of the functions
• Green (80% to 99%): You are using almost all the functions.
• Blue (100%): Full active customer

¿What do I use this dashboard for?
On the one hand I can predict who will successfully pass the trial period to become active customers (Almost all yellow, green and blue).

And what do I do with the grays?
I offer you help!

Perhaps they are not understanding the system or need a closer guide.
So once a week I communicate with them and accompany them during that stressful period of learning to use a new system.

What do you think of the method?
For my part, since I am using it I can be more aware of how my potential new clients are, and I am increasing the conversion.

Questions, advice, annotations, are welcome!
Greetings
Matias