The ability of a business to keep its customers over a period of time, minimizing customer churn and maximizing the long-term value of each customer. Customer retention involves strategies and actions aimed at fostering customer loyalty, satisfaction, and ongoing engagement with the brand or product. To effectively measure customer retention, businesses can use several key metrics and methods: Retention Rate, Churn Rate, Customer Lifetime Value (CLV), Net Promoter Score (NPS) among others.