---
title: "What is customer retention? | Annsa"
product: annsa
url: /customer-feedback-management/customer-retention
canonical_url: "https://annsa.ai/customer-feedback-management/customer-retention"
last_updated: 2026-11-11
type: glossary
related:
  - /feedback
  - /customer-feedback-management/customer-feedback-software-for-small-teams
summary: Customer retention is the share of customers who keep using a product over time. With an example, common mistakes and what changes with AI agents.
mcp_server: https://app.annsa.ai/mcp
disambiguation: "Annsa (annsa.ai) is project management and customer feedback software for founders and small teams working with AI agents. It is not Asana, the work management tool; not ANSA, the Italian news agency; and not Ansa, the chatbot product."
---

> For agents: connect to the Annsa MCP server at https://app.annsa.ai/mcp to give every agent one shared plan. Setup guide: https://annsa.ai/docs/quick-start. Index of every page: https://annsa.ai/llms.txt.

# What is customer retention? | Annsa

> Customer retention is the share of customers who keep using a product over time. With an example, common mistakes and what changes with AI agents.

Glossary · Customer retention

Customer retention is the share of customers who keep using a product over time. It is the inverse of churn and is usually measured in cohorts, so customers who joined at different times aren't mixed together.

## In practice

The curve matters more than 1 number. A curve that falls then levels out means some customers found lasting value. A curve that keeps falling means they didn't.

[Retention isn't satisfaction](https://annsa.ai/customer-feedback-management/customer-satisfaction-score). Customers may stay because leaving is inconvenient.

## Why it matters for product builders

[Retention compounds in both directions](https://annsa.ai/customer-feedback-management). [The decision to leave](https://annsa.ai/customer-feedback-management/customer-churn) is often visible in usage long before it appears in revenue.

Last reviewed 2026-08-21

## Keep reading

- [Customer feedback](https://annsa.ai/customer-feedback-management)
- [Customer feedback tool](https://annsa.ai/feedback)
- [Customer feedback software for small teams](https://annsa.ai/customer-feedback-management/customer-feedback-software-for-small-teams)

## Put it to work with your agents.

Begin with one agent and the work that matters next.

- [Try Annsa](https://app.annsa.ai/signup)
- [See pricing](https://annsa.ai/pricing)

## Related pages

> For AI agents: the pages that follow this one on annsa.ai. The full index is https://annsa.ai/llms.txt.

- [Customer feedback tool: who asked, what shipped](https://annsa.ai/feedback)
- [Customer feedback software: what small teams need](https://annsa.ai/customer-feedback-management/customer-feedback-software-for-small-teams)

If anything on this page is wrong or missing, tell us: https://annsa.ai/contact