Why retention isn’t a tactic — it’s the outcome of smart design
Customer retention gets talked about a lot. But too often, it’s oversimplified.
Brands treat it like a short-term play — fire off a discount, automate a few comms, maybe roll out a points program. Then act surprised when customers don’t come back.
Here’s the reality: retention is what happens when your customer experience is worth sticking around for.
It’s not a campaign. It’s a system.
In the first episode of our new podcast series, Make Retention Work, Pascal Hakim (CTO) and Trent Hall (Head of Growth) unpack what actually drives retention — and how to design journeys that build loyalty over time.
The three stages of retention
Not every retention challenge is the same. Pascal breaks it into three clear stages:
1. Not-yet customers
They’ve signed up or trialled the product, but haven’t transacted. It’s not a retention problem — it’s an activation problem. You need to get them to that first value moment.
2. New customers
They’ve bought once or twice, but the habit hasn’t formed. This is the danger zone. If you’re not reinforcing value and guiding them forward, they’ll disappear.
3. Loyal customers
They’re engaged. They’ve stuck around. But don’t take them for granted. Retention at this stage is about relevance, not reminders. Cross-sell, upsell, and depth of experience matter here.
Common mistakes that kill retention
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Too much communication
More isn’t better. If people are unsubscribing, you’re overdoing it. -
Misreading signals
Two purchases doesn’t equal loyalty. Look for behaviour that shows commitment — like engagement across product lines. -
Incentivising the wrong thing
Discounts might bring a sale forward. But if you haven’t changed the value equation, you haven’t changed the outcome.
What actually works
Retention isn’t magic. It’s smart, consistent design. Here’s what makes the difference:
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Educate your customers
Help them get value faster. Think care guides, onboarding support, and real-time help. -
Use data with purpose
Trigger the next best action — not just another generic offer. -
Design with intent
Every part of the journey should make staying the easy choice.
In this video, Pascal and Trent break down the mechanics of loyalty and the mindset shift needed to build it.
We work with teams across marketing, operations and tech to design smarter journeys that drive real retention.
Get in touch — or drop us a line on LinkedIn.
